My father, Mike Strong, coined the phrase, “It is hard enough to sell one message in a 30 second ad, let alone three messages.”
I thought about this today while somebody told me exactly why they needed to put three prices in their 30 second TV commercial. After pleading my case, based on 13 years in automotive marketing where you only succeed if your clients are successful, I gave in and told them, “Sure, go ahead and give us three offers for your spot.”
This was a breakdown in my wit and wisdom but a battle that often times a marketer cannot win as the client ultimately has to approve their message and content. There is no reason to load one commercial with three offers yet in the heart of the selling season some people just can’t resist.