I have a theory on copy testing that has to do with engagement and persuasion.
Like anything, this is subject to some debate, but my theory is based on the reality that something must engage before it has the opportunity to persuade. Thus, high persuasion and low engagement scores won't sell a product.
Nor will high engagement and low persuasion scores (sell a product). What the latter might do, however, is get your ad talked about and with the social media funnel as it is, that's good for some viral action and more eyeballs than you originally paid for.
Furthermore, persuasion should be product-centric so assuming you have a good product, that should be easier to "fix."
Nonetheless, it's ideal to do both well -- engage and persuade.
This spot for Toshiba laptops does a decent job with engagement, but misses big with persuasion. Take a look:
Animal lovers in particular will get sucked right in to this. Tears in the monkey's eye and everything. There's a nice story with a little tug at the heart strings, but ultimately we're left wondering what Toshiba has to do with solving the problem.
Obviously the insight here is about how important it is to keep in touch and how dependable technology is simply a must. Trouble here is that's hardly a credible brand promise. Is Toshiba the leader in dependable laptop technology? Not the last time I checked. I could be wrong, but I need convincing - and I'm not the only one.
It's a bold statement to make. And if it can be backed up with fact, that's huge, but we need a head nod to some of that in here. At the very least, we need some part of the story to show how Toshiba - not any computer with an Internet connection - makes this possible.
Good engagement that sells the category will do just that. And when you're not a category leader, that's a costly error.
For lack of product differentiation, I'm left with no choice but to call this OFF STRATEGY.
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