When boring is better

So many people argue, and rightfully so, that the majority of today's advertising is completely avoidable. While the average consumer is experiencing a barrage of different media inputs on a daily basis, every business has become a contender in the war of having the most creative edge.

Let's face it. Traditional media is going to make the cut forever. Today's consumer markets are increasingly webcentric. Search engines, YouTube, RSS feeds, the blogosphere, and you name it are becoming the frontier of tomorrow's advertising and the focus of most PR initiatives. As my high school jazz teacher put it, keep it "hip" and the people will dig it.

I would argue that this isn't always the case. Instead of trying to reinvent the mecca of attention-grabbing advertising techniques, why not go back to the basics?

So here's an idea.

A.J. Kubani is the founder of the 25-year-old company called Telebrands. You know the 30-60 minute product demonstrations featuring obscure gadgets on T.V.? The pet steps? The stick-up light bulb? He's the mastermind behind the operation. You can purchase just about anything from him with a few easy payments of $19.95. Corny and as bland as Telebrands might seem, they've been putting quite a few nickels into their piggy bank over the past 25 years.

But if Telebrands is the epitome of anti-innovative marketing, why are they the king of T.V. product sales?

Whenever Telebrands advertises during prime time on a popular channel, not only is it expensive, but "people are unresponsive," says Mr. K. They're too engrossed in the show. Better to advertise on channels where your ads are the most interesting thing. Kubani's favorites? The Game Show Network and Fox News. Yes, really.

Here's the bottom line. Businesses can be original by sticking to the root of key message delivery. Advertise where people expect to see it... or even want to see it. Sometimes shoving promotions into emails, text messages, or even the lines in between parking spaces - it's just too much.

Keep it real, keep it relevant, and try letting the consumer come to you.