While there may be more paper copies of USA Today than The Wall Street Journal out there, I have just one question, how many of you have ever paid for a single issue of USA Today much less a subscription?
Yes, USA Today is widely circulated thanks to all the hotels that lay it on their guests' doorstep every morning. This statistic doesn't take into account all the people who step right over that free copy of McPaper on their way to checkout.
This got me thinking.
Advertising has been using statistics since the birth of the industry to "prove" product superiority.
99.44 percent pure. 31 EPA mpg HWY. Four out of Five Dentists. 99% Customer Satisfaction Rating.
Everyone knows these claims are cooked in some way, yet some continue to try to cram them into their ads. Even Google.
This online video demonstrates Chrome's speed in a fun and interesting way. But at the end of the day is it enough to convince people to go through the trouble of downloading the program and switching over from Internet Explorer, Safari, or Firefox? My guess is no.
Statistics don't drive brands. Emotions do. So if you want to be successful, stop trying to drive your brand with mere facts and find a way to connect on a level that really matters.
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Beautiful work, but do the public associate internet speed more with their DSL/Cable account (3M vs 10M service) than they do the browser software?
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