3 Essential Elements That Create Magnetism In Your Content

The Simple Brilliance of Old Spice Ads

“Look at your man, now back to me, now back at your man, now back to ME!”

Unless you have been hibernating in the Canadian Rockies for the past few months, I’m sure you have seen the brilliant and absolutely hilarious ad for Old Spice. There is something uniquely different in the presentation. And I don’t mean just the fact that the handsome, shirtless rogue is having a somewhat intimate conversation with North American women. Or that her man could smell like this gentleman if he punted his fruity scents in favor of Old Spice.

Yes the copy and comedic timing are brilliant. But what I find most impactful is the dynamic of the core principles at work here. Step back for a minute and have a look…

Proctor and Gamble (Old Spice) hired the Wieden & Kennedy Agency, of the Nike “Just Do It” fame, in a move that really shook up the advertising world in 2007. This smallish firm is well known for their outrageous, assertive campaigns.

Product based companies like Proctor and Gamble often capitalize on the old school straight comparison to convince us that their product is the one to buy. You know what I mean? My Brand is better that brand X etc. I’m sure you’ve seen that many times.

Here is the thing… as an Internet Entrepreneur we are really product based as well. The difference is that our product is not soap suds or cologne. It’s YOU Inc. That’s right… personal branding. Your branding is the result of how you authentically show up every day… and the transparency of your personality.

OK… now flashback to the Old Spice ad for a second. Why do you think almost 5 million viewers have watched it… in less than a month on YOU TUBE? It has gone viral and has resonated, big time, with consumers around the entire planet! What happened here?

I guess we could debate that success around the comedy it portrayed or the smooth special effects… but we would be missing the boat if we did. Could it be that there is something a little more simplistic at play here? Watch it again. Did you get it? Maybe you got the first time.

3 Essential Elements Create Magnetism

1. Consumers want you to: “Talk with them… not at them”

Notice how the gentleman is speaking directly to the audience. He is actively engaging your movements at home (look down, now up… where are you?) You can feel how this keeps the audience attentive, relaxed and it immediately creates a trust bond. And you’re attracted to his character.

2. Personality Projection

You are what you project or present. Your authenticity flows from an unbridled presentation of your personality. If you take yourself too seriously… it shows. Or to present a false impression of the “real” you. Personality transparency is a powerful magnet. If you want people to know your product or service is fun, rewarding and simple. Just be fun, rewarding and simple in your ads. And it will show through. Of course the opposite is also true.

3. Brand Building Process

Building your personal brand is always an experiment. I think it is safe to say, no company has maintained the exact same marketing or advertising strategy from start to finish. Experiment with new ideas, break rules, let your imagination run wild. Imagine the minds that thought up the Old Spice campaign! They were in outrageous, creative overdrive!

Give it a whirl. Who knows what you may come up with when you place no limits on your imagination? By the way, I’m on a horse… or am I back on the schooner?

Watch the ad again and unleash your creative genie to help you write your next ad. And smile… it really is fun, simple, and rewarding… the ad writing I mean.

Many thanks to Jay K. of CCPro for his thoughts that prompted this spin on his communication. – Dennis