Written by: Ilaria Storch, Senior Level Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
1. Keep Your Preferences, Locally and Globally. One of the many questions asked at my Advertising and Marketing University, proposed by a professor, back in the days when some ads were extremely less sophisticated, even though they demanded huge productions and locations, was: “do ads sell, or not?” I feel that groups were easier defined then ‒ whether by age or interests ‒ and each country had its specific and different ways to communicate.
Each corner in the world has more identity and local culture, and this reflected on certain typical products and related language. It seemed easier to have your preferences, at your favorite coffee shop, or bookstore.
These have migrated to digital and delivery, making our lives faster and smoother. Yet with an overload of products and options. This is fascinating yet one way to keep your focus is to always remind yourself what you are looking for, and sometimes be surprised by some hidden treasure product. Be conscious and not in automatic mode.
You can see the same brands, products, and even leaders, everywhere – which can be very practical it you want some foreign brand near you, wherever you go, yet it turns out to be mostly repetitive and not very creative, mostly for consumers. Many cities have become very similar to one another, and when cute little places open and manage to keep going, it´s like a breath of fresh air.
I find it very important, regarding brand, style, and innovation leaders, to admire them with a certain detachment – taking into consideration also how they are as a person, not only as inventors or creators. Remember how awesome you are too, with your own taste, style and unique life and values, honoring what moves and makes sense to you.
The manipulative resources that maybe were not so clear before, now pop into view to clients that are very wise and informed. This is good! It must be real tough people who spot inauthenticity a mile away. It´s a journey and there is no rush.
2. Illusion sells, Yet the Decision is Yours
In my opinion, it´s not a matter of if ads sell. I think illusion sells.
Before the internet and social medias, it took longer to discover if a product wasn’t all it promised to be. There was less self-regulation, at least not all companies followed them, and there was less competition. In the States it´s still quite common to use comparative advertising with similar products, appropriately. In South America it´s not quite usual, and there are strict regulations as to keep comparisons truthful and with quality.
Today, you can get excited about a product, or disappointed, much faster. Information thrives on speed, and vice-versa.
In the first days of social medias, illusion also attracted people to an ideal life – one that was not yours – you could get inspired, or just upset. Maybe now we are getting to terms with it and finding our own channels, voice, and promotion style. Be sincere and open with yourself and let go of what is not relevant to you.
Social media has also opened space for what can be real, for you to see things all over the world and to compare products and services in an easier and more direct way.
3. Make-up and Education, You Make them Relevant
Consumers are very smart – and invest their time in knowing themselves and what they want.
It´s a rare product that goes out there without a huge fuss or campaign, or second, and third intentions, from big companies and events.
You see gadgets and products you don´t really need – and it´s wonderful if you feel happy to try them out – if you are aware of the reasons. As women, of course, we know some triggers that make us fall in love with clothes and lipstick. That is the bright side, right?
Education and courses are also very appealing markets – for all genders and ages – reaching out to your desires to improve your skills and be better at being yourself. With bigger investments in money and time, it´s wise to do your research before jumping in.
Being enthralled by a trip, product, or service that will not only solve your issue, but will uplevel and make you feel lovely and inspired, is really just fine and may be a good reason to motivate you each day, to find and inspiring work, exercise more, and nurture relationships.
4. Consuming and Advertising with Values
The more you can practice, as a professional, basing your advertising, with integrity and real data, I think the more you will find long-term success and client satisfaction, towards growth and credibility.
As a consumer, when you purchase having in mind your values, lifestyle, and tastes, the more you will buy smart and not fall into make believe. This is something I have been applying in baby steps – sometimes the appeals are fascinating and you may almost believe and buy into a product´s story. Pause, do a mindset, and cash check on yourself first.
So yes, I think ads sell, and I love when they don´t feel manipulative or desperately illusional, but classy, and informative.
Communicating with your public, clients, and people in general, has become very niched down and after a phase of many rules, we now see social media ads and content that want to connect more, and move forward to more human connection. That´s who we are, you know ‒ humans – lest your dear technology makes you forget that.
5. Fun and Purposeful
Make it fun to explore, even postpone a bit when you have to buy something, for yourself, or others. Reflect, so that you align your goals and purchases, with joy, integrity, and true consumer satisfaction.
When you know yourself, you know what can work for you. And yes, you can occasionally go nuts and happy about something – follow your intuition too. There are amazing services and products out there, that truly invest in research and in bringing you the best experience.
I help you navigate major life transitions with confidence towards your big goals and best life, wherever you are!
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Ilaria Storch, Senior Level Executive Contributor Brainz Magazine
Ilaria Storch, a Life Coach Nomad, is the creator of Life Coach Nomads, where she shares her passion for travel and for inspiring people everywhere to access their true center and find more connection and energy on the way to more joy, fun, and fulfillment. She practices that following your emotions, wrapped up in a personal structure that can connect your goals, desires, and love, is the path to all real and true growth. Wherever you are, change is nomadic by essence, and it takes time, support and starts inside you when you absolutely desire to develop yourself and move on. She has a Bachelor's Degree in Advertising, speaks many languages, won a Fashion Illustration Award during College, and loves coaching her clients towards their expressive life journey.
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