Deep ocean claims in advertising

Last night, I watched an episode of Our Planet…

The “deep ocean” episode where they show unusual species several miles down.

You can only get down that far in a specific submarine…

And some of these fish have never been spotted on camera before.

This parallels advertising (just wait lol).

See, if filmmakers show a video of a generic shark, dolphin, or school of fish…

They need to craft the perfect, eye-catching shot to pull viewers in…

Because we have seen those fish thousands of times before and we aren’t impressed.

Yet when it comes to these “deep ocean” creatures that look very obscure…

The filmmakers don’t need to do anything except flash a camera on them and show the clip for a full minute.

We are so intrigued by something we haven’t seen before…

So we’re satisfied with less.

The same goes for advertising.

Eugene Schwartz in Breakthrough Advertising discusses the awareness scale of a buyer.

If your prospect runs across your ad, piece of content, email, or outbound message…

And they have seen that same type of claim a million times before…

You’ll have to add a little bit of spice, guarantee, or hook in order to grab attention.

That’s why you see all these ads of people in Lambos with flashy editing.

If you have an offer in a new market that people aren’t aware of…

It’s a lot easier to simply state the claim and watch customers pour in.

Most people think their claim is new…

But they are unaware of what’s going on in their market.

If I scroll through my social media feed right now…

I’ll see 1,000 ads that say, “Get 100 booked appointments in one month or you don’t pay a single dime.”

We all know that sort of guarantee is ridiculous…

Because only 0.1% of marketers could actually back that up…

And the ones who can would never make a claim like that in the first place.

These outrageous claims are nothing new either.

They don’t grab my attention anymore.

So if you’re finding it hard to book appointments or make sales…

You’re probably showing your prospects the “sharks, dolphins, and schools of fish”….

Instead of giving them something new like a “deep ocean species” that catches their attention.

Do some more research on your competitors and you’ll realize your offer doesn’t stand out as much as you think it does.

It’s not a bad thing…

In fact, it’s good to know before you hit a roadblock and can’t scale.

Hope this makes sense,

Austin Weatherhead | Founder of Zunesty

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