Advertising To Help New Year Resolutions
January 5, 2012 9:43 AM
People love the idea of starting fresh by making resolutions for the New Year. According to USA.gov they are often along these lines:
- Drink less alcohol
- Eat healthy food
- Get a better education
- Get a better job
- Get fit
- Lose weight
- Manage debt
- Manage stress
- Quit smoking
- Reduce, reuse and recycle
- Save money
- Take a trip
- Volunteer to help others
If your business can help people in any of these categories, here is some further thought to help you craft your advertising strategy based on information from Psychology Today:
- Resolutions usually fail for half of Americans after six months if not sooner.
- They usually fail because they require change.
- According to Psychology Today, "We don't make an effort to change because of negative emotions that we are experiencing, such as fear, anger, sadness or frustration."
- Emotion plays a large role in deciding to make a change (or resolution).
- Resolutions often fail because they lack actionable goals and planning or our emotions get in the way.
Here are a few ideas to get your creative juices flowing:
- Run ads starting February 1 (or June 1) asking how the resolutions are going and offering your help making them stick this time.
- Take some inspiration from the Anti-Resolution campaign and encourage more specific actions vs. general goals (be sure to click through until you see their action billboard.)
- Focus on the emotional aspects of the resolution that your business connects with.
