Informative messages are often less successful than hoped. Audiences are not necessarily waiting for you to lecture them about what they should buy, ways they should think, or how they should live.
To be a successful messenger, you need to do more about the form of your message.
This new Coca-Cola commercial from Argentina opens with a credibility statement. Real life experiences are transformed into a persuasive side-by-side demonstration.
Transformative advertising shows you how people feel in light of a key fact. That's the desired outcome leading to a successful pubic communication message or advertising campaign.
So when it comes to your next advertising campaign, remember this distinction between information and transformation.
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