Maybe, just maybe, your customers aren’t idiots.

No one wants to be treated like a fool. It’s off-putting and frustrating. And yet, marketers insist on doing it. Worse, they do it to the people they value most: their target audiences.

Why? Many marketers are so desperate to make a sale, they forget that the purchase decision is almost always emotional—not rational.

Great brands succeed in part because they deliver messages that are worth consuming. Simply put, they entertain (God forbid). Whether they’re selling dry cleaning, beer, or financial planning services, they know they’re more likely to succeed if they can make their target audiences feel something. And—trust us here—shouting features/benefits ain’t gonna get it done.

At The Flatland, we’ve found that interesting, clever ad campaigns aren’t just amusing—they’re effective. What’s more, they’re proof that you actually respect your audience. In all that you do, resist the urge to dumb down your campaigns or pump them full of crass calls to action.

Begging for sales doesn’t create more sales. If it did, this business would be a lot easier. So be funny. Be clever. Be inspiring. Be interesting. But for the love of Pete, don’t be boring. Offer something of value and speak to consumers in a way that’s respectful and engaging. Do that, and the sales will come.