Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and you’re in big, BIG trouble.

First Mental Image (FMI):

Average Joe walking out of a supermarket, late in the evening, carrying a bag of groceries. While standing in the parking lot, our main character finds himself mesmerized by the Honda Odyssey minivan, which happens to be in full rock concert mode.

Yes, the FMI surprises and grabs your attention. But that’s about it, because, as you’ll soon learn, the ad’s message falls short of hitting the mark.

Message:

Jam-packed with high-tech wizardry, the Honda Odyssey minivan obviously rocks, and is cool to drive.

Creative and entertaining? Yes. But there are two crushing reasons why the ad’s message fails to persuade.

2 Crushing Reasons Why the Honda Odyssey “The Van Beckons” Message Fails to Persuade:

1.) The ad answers a question no one was asking. The message is a HUGE disconnect for the viewer. I mean — who buys a minivan because it’s cool? Not a soul.

Moms and dads buy minivans because they’re practical and affordable. Well, most dads are probably dragged along for the ride. (Ladies, I’m only joking ) And never mind, for the moment, that the Touring Elite model shown in the commercial is priced at $43,250. Ouch!

Frankly, minivans are anything but sexy — even when you consider the Odyssey’s high-tech wizardry. Hey, we’re not talking about driving a Ferrari, okay? And there’s absolutely nothing Honda — or any other car company — can do to dress up a minivan and make it sexy to drive. Nadathing.

I’m sure you’ve heard of the old adage, “You can put lipstick on a pig, but it’s still a pig.”

Now, I’m not suggesting that the Honda Odyssey is a bad product. Nor do I intend to offend any minivan drivers out there. I’m just saying you can’t arm-twist your customer into believing that your product is something it’s clearly not.

Think I’m wrong?

Here are a handful of viewer comments about the commercial that I found on the Internet:

• ddrhero says, “This guy’s in some deep s#!t. He’s already is so castrated by his hell-spawn of a wife that he finds a minivan exciting, NOW he dropped the milk. she’s gonna f#&@in’ kill him!”

• Abandoned Ship adds, “I would NEVER buy/drive a van. If you put a gun to my head tho, this is what I would buy.”

• Knightsport wisely advises, “Save yourself. Van abstinence is the way, the truth and the light. Amen.”

• GoLowDrew says, “Since I’m married, nothing that adventurous for me. However, I do take my power-nap in the afternoon sometimes to help me get through the 2nd half of the work day.”

Heard enough? I rest my case.

2.) Creativity comes at the expense of clarity. Judas Priest music rockin’… pyrotechnics… special effects (Did you catch the van transforming into a black panther, and Redemption road listed on the navigational system?).

Clearly, the Honda Odyssey “The Van Beckons” ad worships at the altar of creativity — a decision that lowers the clarity of its message.

Sure, we catch a glimpse of the Odyssey’s DVD players, and its navigation system. But is there a point of differentiation that makes these gadgets worth mentioning?

Many cars have similar DVD players and navigational systems. What makes the Odyssey’s tech-wizardry better than, let’s say, the Ford Sync® and GM OnStar® systems?

Clearly, we need more details than visuals can provide. But the ad’s creativity gets in the way.

Last Mental Image (LMI):

The van beckons like no van before. The technology-packed, all-new Honda Odyssey.

Not a bad last mental image — if the message wasn’t so off target. It’s worth noting that the LMI does a nice job circling back to the idea introduced by the FMI.

Stylistic Signature:

The ad has all the qualities of a chest-thumping, head-bobbin’, lighters-waving-in-the-air rock concert:

Judas Priest music blaring.
Pyrotechnics.
Special effects.

The only thing that’s missing is a plastic cup of $8 draft beer… and, well, a car that matches the defining characteristics of a rock concert.

This ad would have been more appropriate if the it were promoting the Dodge Challenger with its roaring Hemi engine. It just proves that unless you nail the message — nothing else matters.

Conclusion:

Last time, with the Domino’s “Rate our Chicken” ad, we learned how a credible and relevant message can rescue an ad from a weak first and last mental image.

But persuasion cannot be achieved the other way around. In other words, an irrelevant message will never persuade — no matter the strength of your first and last mental image.

Never forget that the purpose of advertising is to make the cash register ring. And as I’ve said before, you can create the most entertaining ad in the world, but if you’re not speaking to the customer’s felt need, you won’t sell a lick of product. End of story.

Are you targeting the relational or transactional customer with your marketing message?

Generally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you are planning to target with your marketing message.

Keep in mind that a customer can be a relational shopper in one product category and a transactional shopper in yet another. For example, anyone who knows me can tell you that I am a relational shopper when it comes to buying clothing, computers and electronics. Yet, I do a one-eighty and become transactional when shopping for cars, gasoline and furniture.

So which are you targeting with your marketing efforts? Need a little help deciding?

No problem. Let’s take a deeper look at the characteristics of each type of customer.

Relational Customers:

• Think long term.
• Consider today’s transaction to be one in a series of many.
• Do not enjoy comparison shopping or negotiating.
• Fear only “making a poor choice.”
• Hope to find an expert they can trust.
• Consider their time spent shopping to be part of the purchase price
• Are likely to become a repeat customer.

Transactional Customers:

• Think short term.
• Care only about today’s transaction.
• Enjoy the process of shopping and negotiating.
• Fear only “paying more than they had to pay.”
• Are willing to spend lots of time investigating.
• Consider themselves the expert.
• Hinge every transaction on price.
• Are a good source of word-of-mouth advertising.

As you can see, a relational shopper carries a completely different mindset from a transactional shopper. Please don’t think that you’ll be able to attract both. A marketing message that attempts to reach everyone is guaranteed to deliver quiet and understated ad copy. And convincing your customer to take action often requires that you choose a segment of the market to leave behind.

So, will you target the relational or transactional customers in your market?

One final thought: During the past decade, the emergence of Google search has edged all consumers towards being more transactional in their buying approach. Today, your customer has the ability to compare every available option with lighting-fast speed. That said, there are still plenty of reasons to target relational shoppers.

TAKE ACTION: Determine what type of customer your company is best suited to target. Most importantly, make sure you’re comfortable with your choice, and be consistent with your marketing message.

In this post, I’ll deconstruct the Dodge Challenger “Freedom” ad, and peel back its many layers of persuasion.

First Mental Image (FMI):

A Revolutionary era British soldier/scout running, frantically, through a wooded trail; alerting his troop of the impending American attack.

The ad begins with captivating first mental image that leaves the viewer eagerly anticipating the story’s next scene. Clearly, you get the feeling something significant is about to happen.

The Message:

American pride, power, innovation, freedom and independence.

Oh, where to begin? I haven’t seen an ad this rich with emotion in a long, long time. So, let me give you five reasons why this ad roars!

5 Reasons Why the Dodge Challenger “Freedom” Message is Powerful and Persuasive

1.) Believability: Pay particular attention to the single line of copy delivered at the end of the ad, which reads, “Here’s a couple things America got right: cars and freedom.”

Now, most ad writers would have written the following line instead: “Here’s a couple things America got right: Dodge Challenger and freedom.”

Yes, it’s a subtle distinction. But boasting about the Dodge Challenger would have only triggered a hefty dose of skepticism and rejection from the viewer.

The Dodge Challenger “Freedom” ad resists the allure of chest-thumping. It never once mentions the car by name; allowing the viewer to draw his own conclusions about the Challenger’s status in American automotive history. It’s a brilliant move that elevates the believability of the message.

2.) Absence of Clichés: The Dodge Freedom ad is refreshingly absent of automotive advertising clichés — both in the form of copy and imagery.

First, there are no overt attempts to guilt-trip you into “Buying American.” Oh yes, the “Buy American” message is present, but it’s communicated by imbuing the viewer with American pride.

Second, there’s no winding race track or road. Who needs pavement? George Washington is driving his Dodge Challenger down a dirt hill, baby!

Finally, there’s no mention of the 5.7 liter Hemi engine with 475 horsepower packed under the hood. Nope… again, the ad prefers to show rather than tell. The power of the Hemi is demonstrated as it roars over the somber background music.

3.) Relevant Metaphor: Anchoring the Dodge Challenger to concepts such as power, freedom and independence perfectly aligns the ad’s message with the muscle car’s performance and heritage. The use of metaphor also resonates with the customer; speaking to his need to identify with and express these same emotions.

4.) Symbolism: Scenes from the Revolutionary War evoke strong emotions of patriotism and freedom in every American.

And then there’s the undertone of American power vanquishing foreign invaders.

Recently, as you know, The Big Three U.S. Automakers were under attack from foreign car companies. This ad symbolizes the resurgence of American automakers who were nearly bankrupt and begging for a government bailout.

5.) Playfulness. Introducing the Dodge Challenger into a Revolutionary War battle speaks to the unconscious mind’s desire for fantasy. And I’ll bet my bottom dollar that most of us have imagined what it would be like to travel back in time, bringing with us a piece of modern technology. I know I have.

My partner, Roy H. Williams, best describes the importance of playfulness in ad copywriting: “The left hemisphere of the brain wants facts, details, descriptions and benefits. Lefty is all about sequential logic and deductive reasoning. Lefty looks for loopholes and discrepancies and is full of doubt.

But the right hemisphere cares for none of that. The right half of the brain is where fantasy lives. And Righty doesn’t know fact from fiction.

If you merely exaggerate, your customer’s left brain will shoot your claims full of holes. But if you go beyond mere exaggeration – so far beyond it that the left brain knows you’re just clowning – the right brain will happily embrace your glowing fantasy in all its positive glory.”

Let’s see, George Washington leading the attack while behind the wheel of a Dodge Challenger with an American flag proudly waving from the car’s passenger window?

Yeah, I think the right brain knows we’re just clowning around.

Stylistic Signature:

Authentic looking Revolutionary War battle scene. (That is, up until the appearance of the Challenger.) Voices, barely audible, as the British troops prepare for battle. The somber violin howling in the background only to be silenced by the roar of the Challenger’s Hemi engine — a proxy for America’s power.

I mean, what’s not to like?

But I find the music choice most interesting. It certainly presents a twist that elevates the viewer’s interest.

Most of us would have selected background music that struck a more upbeat and powerful tone… something in alignment with the ad’s main message. Maybe the beating of a marching drum, for example. After all, America’s power is being communicating here.

But the ad doesn’t go there.

The somber violin music diverges from the ad’s other layers of communication. It’s the kind of eerie music that would typically accompany a disaster scene, or a hero’s death.

But the serious tone of the violin perfectly balances the playfulness of watching George Washington behind the wheel of the Dodge Challenger.
Somehow it all comes together and works beautifully.

Last Mental Image (LMI):

American power pushes back the foreign invaders into full retreat.

What better spokesperson for a message communicating American pride, power, freedom and independence than George Washington?

Conclusion:

Gawd, I love this ad. It does everything right… it breaks conventional wisdom, it shows rather than tells, and it speaks directly to the viewer’s established beliefs.

That’s one heck of a compliment, since, as many of you know, I prefer simple and direct advertising messages. Generally speaking, your customer is too distracted to give you the attention needed to communicate a message so heavy with deeply layered messages. And frankly, there are few among us that can pull off an ad as clever, creative and relevant as the Dodge Challenger “Freedom” ad.

What unleveraged assets do you own?

Unleveraged assets are the stories, abilities, relationships, products and services in your company that have not previously been positioned for maximum effect. And every business has some assets that are going unleveraged. I promise you.

For this reason, your marketing message is a story half told. Not good. Worse than that, not profitable.

In short, you’re leaving money on the table when you overlook assets such as:

• Inside champions who are willing to tout the virtues of your products or services
• Exclusive product offerings
• Your company’s history
• Specialized skill-sets
• Unused retail or office space
• Relationships or partnerships
• Convenient location or hours-of-operation

No, I’m not suggesting that every asset you own is worth weaving into your marketing message. Nonsense. I’m only suggesting that you consistently scour your business for the occasional jewel that will help you sell more product.

Hey, you’re focused and attentive, so every asset you own is wisely invested, right?

Yes, a focused and attentive business owner is able to juggle a mind-boggling number of details.

But your greatest strength is also your greatest weakness. That’s why I’m convinced that intense focus and familiarity creates a blind-spot, which causes you to take your unique gifts and abilities for granted. In other words, a natural distortion occurs, and things that seem unremarkable from your perspective, look astonishingly extraordinary from your customer’s viewpoint.

For example, several times during the past year, I’ve met with a business owner who created online promotional and instructional video for his services. Yet, each time, the video was buried somewhere on the company website — sometimes three to four pages deep.

My suggestion: When you’ve got it, flaunt it. Place those videos smack-dab on the homepage of your website. Seems like such an simple thing to do, but not when you’re suffering from a blind-spot as insidious as familiarity.

Look at it this way: You must get credit for everything that makes you remarkable. Are you?

TAKE ACTION: Uncover the unleveraged assets that your company owns. Consider how you can weave those assets into your marketing message for maximum effect.

First, answer this: Are you tapping into an emotional benefit that drives your customer’s desire — one that your customer is willing to pay for?

Anger and fear… joy and sadness… trust and disgust… anticipation and surprise.

Ah, yes, identifying and speaking to a meaty, emotional benefit is a bit trickier. But the reward for mastering this task comes in the form of increased sales.

Ad copy that speaks to a dominant, driving emotion is much more powerful and persuasive than copy that lists features and facts alone.

Let’s have a look…

Headlines that leverage the power of emotions:

• “Do You Make These Mistakes in English?” – Speaks to the fear of embarrassment.
• “‘No Time for Yale — Took College Home,’ Says Well-Known Author” – Speaks to the desire for advancement, and gives a feeling of pride and accomplishment.
• “When Lisa Cooper Sold Her Mother’s Jewelry For $12,000, She Made A $4,000 Mistake. Visit The Fabrikants And You Won’t Make the Same Mistake.” – The emotion that this headline speaks to is obvious… the fear of an embarrassing financial loss.
• “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock” – Speaks to the feeling of accomplishment and exclusivity.
• “The Giant Panda needs your help to survive.” – This headline from the World Wildlife Fund speaks to the sadness you’d feel should the Giant Panda become extinct.
• “They Laughed When I Sat Down at the Piano, But When I Started to Play!” – Speaks to the feeling of pride and accomplishment.

See how this works? Emotional-based benefits super-charge the persuasiveness of your ad copy.

But just how powerful are human emotions, anyways?

Get a load of this: Scientists now know why you and I feel as if we’ve been physically injured even when the wound is purely emotional. A recent study published in the Proceedings of the National Academy of Sciences found that the same area of the brain is activated — whether we’re experiencing physical pain or emotional suffering.

Researchers scanned the brains of volunteers as they were poked with a hot probe. (I know, sounds fun, right?) The scan was repeated, but this time, participants were asked to mentally relive the rejection of an ex-lover.

The result: Your brain views the pain of a breakup and a punch in the gut exactly the same.

“It means that the expression, ‘My feelings are hurt,’ may be more than just a metaphor,” says the study’s lead author, Ethan Kross, an assistant professor in the psychology department at the University of Michigan.

Yes, emotions are pretty powerful.

So now that we fully appreciate the impact of emotions on the brain, what’s the dominant, driving emotion that will cause your customer to take action?

Click here to view the video on YouTube.

Have you become so distracted that you’re missing the point?

In this edition of Monday Morning Marketing Quote, I’ll touch on a common oversight in marketing. I’ll also give a few research tips for determining your customer’s felt need. Today’s quote is from my partner, Mike Dandridge, and his book, The One-Year Business Turnaround.

“Many businesses miss the point. Your product or service is only valuable if your customer says it is. We know our product and service so well that we are constantly looking for ways to improve it – in our eyes. It’s easy to forget that customers aren’t as familiar with our products as we are and their idea of what’s valuable can be completely different from ours.” – Mike Dandridge

Click here to view the video on YouTube.

In this Monday Morning Marketing Quote, we learn from Steven Pinker, best-selling author of How the Mind Works. Steven discusses the brain and it’s ability to detect inconsistencies. Together, we’ll learn how this applies to your marketing message.

Sometimes it’s good to just cut loose and have some fun. (But if your marketing looks anything like this, we really need to talk.)

Enjoy the video (from the show, Family Guy) and have a great weekend!

Big thanks to my friend Tamara for sharing this video.

But aligning your actions with your words is easier said than done. Inconsistencies sometimes creep up unintentionally, and these things happen to the best of us.

Even the mighty U.S. Military struggles to recognize and resolve conflicts in the messages it sends.

A recent article from The New York Times quoted Admiral Mullen, the chairman of the Joint Chiefs of Staff, as saying, “No amount of public relations will establish credibility if American behavior overseas is perceived as arrogant, uncaring or insulting.”

Admiral Mullen reasoned that American messages to counter extremist propaganda campaigns “lack credibility, because we haven’t invested enough in building trust and relationships, and we haven’t always delivered on promises.”

Bingo.

And just like the U.S. Military, your company must also deliver on its promises. So here are three straightforward questions that you should ask yourself regularly to ensure your actions and words agree.

The Three Questions of Message Alignment:

1. What are your company’s defining characteristics?
   What makes your business special? What are those values that your business stands for, or against?  What promises or claims are being made in your advertising? How about on your website?  And don’t forget about the unspoken expectations customers might have of you. Be diligent. Flush everything out.
2. What signals do your decisions send?
   Look at your business through the eyes of the customer. Start with the basics: Review your hours-of-operation. Comb through your policies and procedures. Examine the decisions that your employees make. And most importantly, gather customer feedback, comments and reviews of your products or services. Google Alerts is a crafty way to keep tabs on your company’s reputation. This free service allows you to choose multiple keywords that are relevant to your business. Google will then scour the Internet and email you each time any of these words have been mentioned relative to to your company.
3. Is there conflict between what you are saying and who you are being?
   Remember, your company’s credibility is at stake here. Move quickly to reconcile any contradiction:  Whack the clichés. Close all loopholes. Substantiate every claim. Investigate any complaint or concern.

Again, get in the routine of using the Three Questions of Message Alignment to ensure that your marketing message remains consistent. Believe me, your company’s credibility depends on it.

* Hat tip to Jeff Sexton for sending me the article on the U.S. Military.