But for now, let me convey to you the one that I consider to be the most significant.
Fast forward several decades, and some of these ads became annoying and interruption to most tv viewers.
And yet, these days, people can actually go deliberately looking for a particular advert if it contains some specific information they are looking for.
Now, permit me to give you an example as to why you can no longer afford to think like you used to do in the past.
Now, do you think the man was right to act that way?
If he wasn’t so foolhardy, he could have made a quick sale, as all the things my client was looking for in the camera (which he couldn’t answer) were right there in the list of specifications and features online.
So, the moral of the story?
Always expect your potential customers to do their homework about whatever it is you're selling. Stop assuming that you can sell stuff by merely insisting, "Buy it, because it is the best, and I want you to."
Allow them do their homework, but try as much as is in your power to be the there, whispering in their ears, wherever they are doing this homework. Most of the time it will be on the internet at a conceptual place called the zero moment of truth.
For more reading on the ZMOT, kindly check out my other post with Nigerian examples.