The best in Christmas TV adverts – part 4

In yesterday’s post I mentioned I was avoiding the Black Friday online sales. One of the reasons for doing so is to save my own pocket. A Which? report exposes the many scams tricking unsuspecting shoppers on the hunt for a Christmas gift bargain.

But another reason is to support small businesses. It’s been a tough year for all. But especially for independent stores, local cafes, artisans and solopreneurs. They’ve had to hustle even harder in the face of two UK lockdowns. Many of them can’t compete with the big corporations peddling their Black Friday deals.

As a small business owner and a consumer trying her hardest to shop ethically, it’s something close to my heart. That’s why today’s ad review is on Notonthehighstreet.com.

What’s their core message?

The magic of small things

There’s a lot of things this ad does right.

  • They present the products. From baubles to blankets, it’s clear what sort of goodies you can find at Notonthehighstreet.com.
  • They tell short, sweet stories of different families and their Christmas traditions.
  • They use consistent language that reflects exactly what their brand is all about.

But there’s one thing in particular that stands out to me. And it’s the fact they don’t try to people-please everyone. They know who their target client is – the ethically conscious consumer wanting to do their part. And they connect to them in their language alone.

Often companies think success means being liked by everyone. They think they’ll gain more customers this way. This is not true. You’ll actually turn them off. Why? Because you’re not addressing any one person.

The best kind of copy reads as though the writer is talking to the customer in person, one-to-one. It’s personal and friendly and relevant to their situation.

Clients want to know you’re dedicated to helping them solve their unique challenges. Notonthehighstreet help their customers help small businesses. It’s as simple as that. But oh, so effective.

NB: if you’re attempting to connect with everyone – from retired accountants looking to buy a holiday home on the Costa del Sol, to young single mums searching for a crash course in business administration – you’re setting yourself up for failure.

Identify your target market. Understand what they need. Show how you solve their problem.

My score: 8/10.

Image credit: Shutterstock

NB I originally wrote this post for my LinkedIn page on 26th Nov 2020.

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