by Dr Greg Chapman
This is a clever ad that distracts you while proving to you that you need their services in quite a convincing way.
The ad appears to be about getting your eyesight tested, until close to the end when it’s revealed that that during this ad, an annoying high pitched sound was being played, which everyone can hear at the end. If you didn’t hear it during the ad, it means you should get your hearing tested.
The first step in advertising is to convince people that they do need your services, even if they were unaware of that need previously. Once you have their attention, they will be far more receptive to the call to action at the end.
I didn’t hear the sound until the end, but it is well known that older people lose the ability to hear high frequency sounds, but if you are younger, perhaps you should get your hearing checked!
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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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