How personality brings home the bacon in advertising

One of my favorite lunch spots is a place called Franklins Hoagies. It’s just up the street from me here in Coeur d’Alene Idaho. They make Philly Cheese Steak Sandwiches in a homey, diner-like atmosphere. The food is always hot… but the conversation is even hotter!

I know everytime I walk in the place and belly up to the lunch counter, it’s gonna be entertaining. And the focus of the entertainment is the owner, Larry.

You see, Larry has one of those big personalities, and either people love him… or put up with him because the food is so good. Let’s put it this way, Larry knows how to polarize the crowd.

He always has an opinion, even if you don’t care about it — or agree with it. And if you disagree, even better. Need to know why the cost of gas is so high? Ask Larry. Who to vote for? Larry will tell you. He’ll hop up on his soapbox and give you a pitch on any subject.

And whether you agree with him or not, you’ll still part friends.

The place is packed every day. The last time I was there, I asked a few folks why they came in for lunch. Besides the food, the most popular answer was: they enjoy Larry’s bigger than life personality. Even a peek at his sign in the window and it reveals a lot about Larry. It says…

“Come on in and eat something before we both starve!”

Gotta love a guy like Larry, because his lesson will hone your copywriting and marketing chops. (As proof, I’ll submit that Franklins Hoagies has been in business for 32 years.)

OK, back to the lesson…

How many advertisements have you seen today? 100? 200? More? Do you see much personality in them?

I’ll bet the answer is “no.”

But I’m sure the ads with the most are easily remembered than some corporate schtick. If you want to make your advertising more memorable, inject a little personality. Don’t be afraid to polarize your audience. In fact, I’d prefer to cull the herd early on and make a stronger statement from the get-go because the readers who remain will be more receptive to my message.

I have an old saying…

“If you try to be everything to everybody, you’ll end up being nothing to nobody!”

Okay, maybe I swiped it. But it has it’s own personality, don’t you think? The point is, add some personality to your marketing. Make it memorable. You’re going to make some friends and do some business.

When you develop a friendly relationship, you may be surprised because…

People love to buy from friends.

Most people live quiet, dull lives. You advertising can bring them some excitement! A relationship will be built. And when it is, you’ve built a fanatical customer base.

Take that to the bank and draw interest on it.