Don't make me change!!!!!

Advertising shouldn’t be about changing behaviours, it’s about encouraging latent wants to be fulfilled.

For example:

You’ll never get me to switch toothpaste brands. I love and trust colgate.

But you’ll get me to ‘want’ to avoid seeing the dentist for a couple of years or not wanting to offend anyone with my bad breath.

See the difference?

I’m not making you change anything, I’m highlighting something that you feel anyway and showing you a way to solve it, encourage it, or show it off.

*note, this maybe obvious to some people, but I only just realised it. (I can be a bit slow at times)