Inspiration is an amazing thing. It drives us to take action, answer our own questions. It makes us feel empowered and free. Inspiration opens the door to a set of alluring mysteries…
“How did they do that?”
“Where can I get that?”
“What can it do?”
The Apple ad that captivates without saying what their product offers.
The BMW ad that doesn’t list one feature, but still ignites our desire.
The Nike ad that doesn’t quite tell us what we’re supposed to do.
The most memorable and inspiring ads engage a sense of mystery rather than resolve it. They tap deep into our inquisitive human nature. Psychologically, information functions in the opposite way. It answers the questions that inspiration compels us to ask. Information may be needed to remove barriers to purchase, but when misplaced, it is strikingly effective at eroding a useful sense of mystery and allure. Oddly, we often try to make advertising to do both at the same time. It simply doesn’t work.
Selling certain products (especially expensive ones) absolutely requires engaging audiences at both levels – the inspirational and the informative. We’re best served by giving them a degree of separation. When we plant a seed of desire, it’s cultivated through crafted narratives that continue to capture the imagination. Inspire first, inform second, and always leave just the slightest hint of the undiscovered to tug at your audience’s curiosity.
Curious what we can bring to your next project?
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