Stefan Cosma via Unsplash
Who is the most important person your advertising must address?
It is that 1 person in 10 . . . 100 . . . 1,000 . . . or 1,000,000 most interested in your product category, if not your brand.
Who do you suppose is likely to be most interested in a household pesticide, for example?
The person who wants to buy a new smartphone?
The one who wants to buy a new car?
A new pair of sneakers?
A work of art?
Of course not.
Essentially, the only person interested in a household pesticide would be the one who wants or needs it.
And that's your Advertising Qualified Lead.
The AQL will be receptive to all advertising related to the product category and its substitutes.
So, your advertising has only one job:
Sell the AQL on buying your product . . . practically on the same day that they are exposed to your advertising.
If your advertising fails to . . .
1) flag the AQL (and only the AQL) verbally and/or visually,
2) provide a value proposition that taps into their internal frame of reference, and
3) address their product, brand, purchase & other objections
. . . it is likely—in the words of David Ogilvy—to 'pass like a ship in the night'.
And that would be a great disservice.
Not only to the AQL but also your brand and business.