I get flack for how I load the dishwasher. But my partner discovered an ingenious method to point out the ridiculousness of my stacking method, while not offending my dish-placement.
One night after attempting to force a large frying into the dinner plate rack, I began hearing the lyrics of an almost-familiar song being sung to me: “Oh no honey you’re good…you could jam another but you probably should…stop..”
Over time, that familiar refrain had me putting more thought into the task, then the realization it’s an endearing way of being scolded. Like advertising, it’s working…gradually…and even though the lyrics may not send it the radio jingle hall of fame, I still found myself asking ‘How does THAT work on ME!’
It’s not surprising that the answer lies in the hours most of us spend listening to music each day. Click here for the background.
And now, thanks to this article in The New York Times, a deeper explanation for me is emerging—and it’s about more than just being cutely prodded to change my ways.
Being outright annoying is seldom fruitful…and studies indicate that most consumers find most advertising mostly annoying.
But start singing…and everything changes. Music trumps artificial effects and random sounds every time, according to this study.
Understanding ‘why’ is the key to unlocking the secrets that advertisers who ‘sing’ positively to their prospective customers already know: cease annoying them, and begin endearing them.
Too much time is spent by advertisers informing the public of their valuable, well-intentioned, yet generally meaningless spoken information. However, set the message to music and watch the consumer start to engage; even if they’re not in the market for you right now.
That’s all for now…there’s a dishwasher to unload.—Andrew