Been reading through the Marketing Bullets of Gary Bencivenga. He’s an advertising genius, but let’s not assign him to the camp of Satan just for that reason. As a Thomist, I believe the the Truth is indivisible, and that we can find it in many places. The Bible, certainly, but not every truth is in there. So it’s always a pleasure to come across something that speaks to elemental human nature. It’s something that advertisers use to sell more stuff, but Christians also need to recognize this underlying human truth.
In Bullet #7, Bencivenga asks:
What Is Effective Advertising Anyway?
He comes up with the following:
So there really are few new ideas under the sun.
And that brings me back to something else John Caples said. He defined effective advertising as, “A believable promise to the right audience.” Far too many copywriters and marketers focus on just the promise (the flashy, fun part), and ignore the more demanding challenge of building belief. But without belief, nobody buys.
Please mull that over again, slowly enough to let it seep into your marketing memory.
Without belief, nobody buys.
OK, you have my attention, Gary. Hit me with the money quote!
Remember this always—
Almost everyone in the world, in every field of human endeavor, is desperately searching for someone to believe in. Be that person and you can write your own ticket.
This is the same pathway the Devil uses. It is not inherently good or evil, but when filled with the Spirit, with the Lord, it serves its intended purpose. Bencivenga, of course, sees another role:
Because the hunger for belief is so vast in every market, so deep-seated in human nature itself, you can tap into it again and again—infinitely—to make yourself and your clients rich.
Better he should pile up his treasure in Heaven, but it’s nice to see the underpinning of faith recognized.