Putting Personality Into Your Ads

Here's a fantastic ad from a cool little paper in my neck of the woods called The Hill Country Observer.

Would you let your kid take music lessons from a radical old pacifist vegetarian who's done nothing for the last forty years except play guitar, and who claims to have pioneered a brand new, alternative/holistic way of teaching?

Barry Hyman 518-677-5641

Cambridge, NY

kinghappyartmusic@hisemailaddress.com

Why do I love this ad?

• This guy obviously knows who he is, is clear who he works best with (read: gets along with) and who he should stay away from. A very good place to start when defining your target audience!
• This ad brilliantly repels the people who would think this guy was nuts and totally turns on the funky, creative, holistic types he's trying to reach.
• His choice of newspaper is perfect as it leans left of the mainstream.
• It's simple, clear and doesn't beat around the bush.
• He doesn't use "holistic" language to try to connect with his audience. He keeps it clean and simple for the most punch.
• There is a lot of personality in that little ad. You either like it or you don't.
• How many people who experienced a stodgy, boring music teacher might have been encouraged in the arts if they had an interesting fellow such as Barry showing them the ropes?

Now I don't know the guy but I can appreciate his candor and I bet he gets a few calls.

Here's to putting your passion out in the world in clear, powerful language that gets results. Way to go Barry.

Karin

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