Radio Ad

Listened to a radio ad today that was interesting.

The product is some microwave food that cooks quicker because it isn’t frozen.  The ad starts out from the point of view of the person next in line for the microwave.  They get more and more frustrated by how long the current user’s food takes to cook.  I actually got annoyed at this point with the person too.  Then, the product is introduced.  I didn’t care what it was because I was already annoyed, and this product didn’t fix that problem.  It only fixes how long your own food takes.

This seems to me to be a mismatch between the problem and the benefit.

When you make suggestions to people, make sure that they address the problem and provide a tangible benefit.