These Ads are Funny, but Flawed…

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I hate HP printers.

The one I owned with ink that disappeared faster than an ice cube in the Sahara.

The next one which mangled forests of printer paper.

And the one that NEVER kept a wi-fi connection.

The endless, fruitless customer “support” calls with clueless overseas reps who read from scripts and dished out excuses, evasions and broken promises.

(Chilling memories. I’m an Epson guy now.)

So when HP launched a new ad campaign with the tag line “Made to be less hated,” I reacted with a little amusement and a lot of disgust.

The ads run in Europe and feature printer owners at the end of their rope.

One shows a defeated woman, eyes red from crying, a drop of snot hanging from her nose (really). She whimpers, “It’s not fair. I did everything you asked for. And now this…” Then she tosses her printer out the window.

Overlay text declares: “No more installation fails with the HP Smart App.” The screen fades to black, then new overlay text appears: “HP – Made to be less hated.”

Another ad features a guy who says, “I…. hate… you” as his printer blinks and chimes with a low-ink warning. He kicks the printer off his desk before the overlay message declares, “No more low ink with HPink Solutions.”

A third ad features a guy holding a printer over his head, hoping in vain it will connect to the wi-fi signal. He dumps the printer in the dumpster. The overlay says, “No more reconnection hassle with HP’s self-healing WiFi.”

Watch the videos on YouTube (click below). They’re funny.

But I’m not buying.

(Read the comments under the YouTube comments. Others share my opinion.)

Here’s what the ads do well…

They tell relatable stories. We’ve all hated our printer. The characters in this ad feel our pain. That’s good.

If you can craft stories showing you understand your prospects’ pain, they’ll lean in and pay attention. Empathy connects us.

Here’s what the ads do poorly…

They don’t make a credible case for a better future.

Great marketing stories empathize AND envision. They meet prospects where they are, AND they envision a better future.

These ads show the suffering, but don’t envision real relief.

Some businesses can get away with poking the wound and then saying, “You won’t bleed with us.”

But if you’re the one who wounded us in the first place (yeah, I’m talking to you, HP), that’s a hard trick to pull off.

As you market your business, go ahead. Empathize with your prospects. Identify their problems and pains. Demonstrate you get it.

Then reveal a better future.

It’s not enough to say, “I feel your pain. You won’t suffer with us…” — especially when you’ve been part of the problem.

If you’d like to learn how to craft prospect-attracting, credible, business-generating stories, choose an option in the p.s. below.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get theĀ Story Power Profit PackĀ -- 52 Strategies, Tips, and Tactics Ā to Transform Your Content from Ignored to Adored.

2) Watch theĀ free, 7-minute Micro-Training: ā€œThe 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.ā€

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And moreā€¦ If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. Iā€™ll contact you with more details.

4) Work with me one-on-one: If youā€™re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.