Razor Branding Blog

Say It So They Feel It

You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen. - Bill Bernbach

As Bill Bernbach identified back in the 60’s when branding first came to be, advertising can’t be about the features of a product becuase that isn’t motivating to the consumer.  The motivator for a consumer isn’t what the product can do, all of the products in a space tend to do the same things.  The real point for consumers is how the product makes them feel.  As Bernbach said it’s about having the consumer feel it in their gut.

What are you saying about your products?  Does it sound like what your competitors say?  Have you fallen in the trap of following your competitors?  You have to find a way to change the conversation and develop an emotional connection between your product and the consumer.

Change the conversation today.  Make a change your consumers can feel.