Fact Vs. Values: Relentless repetition was once enough to drive your message home. It’s not that simple anymore. Fact-based statements can be proven or disproven objectively. But the ‘truth’ of a values-based statement hinges on agreed-upon values. Modern advertising overflows with values-based statements: “Big selection,” “High quality,” “Low prices,” “Easy credit,” are value statements. Even though they may be true in the mind of the advertiser, the public has heard them all before. The left hemispheres of our brains detect fact-based statements and prefer them to statements that are values-based. Today we are hype immune and hunger for statements of fact. If you would persuade today’s hype-resistant customer, you must learn to make fact-based statements in your ads. (Monday Morning Memo 9/26/05)
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