Should ads educate—or just sell? Dissect the myth that informative ads are persuasive ads and explore how to use emotion, identity, and storytelling to move the needle while keeping the lecture notes in the drawer.
In this episode of Advertising in America, we put the kibosh on one of the most persistent myths in business: that your ad should "educate the consumer."
Spoiler alert: If your audience walks away from your ad knowing more about your product but still doesn’t want it, you’ve failed, sweetheart.
Ryan, Mick, and Chris roll up their sleeves and take the scalpel to feature-heavy, fact-laden ads that bore instead of sell. You’ll hear stories from Porsche to pork chops, gemology to body spray—and why the only education your ad should deliver is why the customer should give a damn.
If your ads sound like Charlie Brown’s teacher, it’s time to grab a seat, take some notes, and learn how to say something that sticks.
🎧 Hit play. Then stop teaching, start enticing, and for the love of Madison Avenue—talk to the heart, not the hard drive.
Educating the consumer is not the advertiser’s job. We should educate the consumer in our advertising. Now this one should have come with a trigger warning. This one takes me back to when I was a cub writer. Speak to me about what I care about. And if you're so deep in your business that you don't know what drives regular people, then for goodness' sake, find a copywriter who can meet the customer where they're at.
When I worked on Porsche, we never started our body copy with, “Do you have a $100K to spend on a car that you drive only in the summer?” No, we made people yearn for the experience of taking an exquisite piece of German engineering out onto the racetrack. If we could get one of those people into the dealership, take a test drive, it was up to you to figure out how they could pay for it. Closing the deal is your job.
Dude, that exchange worked great between those two people. Yeah, but it doesn't necessarily continue what motivated you, which was stuff that is not motivating the consumer. The only person who matters is the consumer. It's not you.
Ryan Chute: On today's episode of Advertising in America, we ask, should good ads educate? Would we get more action off our ads if we just told them the problems we solve, the deals they get, and the standup folks that they're dealing with? Here to poke that bear, Mick Torbay, everyone.
Mick Torbay: We should educate the consumer in our advertising; this one should have come with a trigger warning. This one takes me back to when I was a cub writer. I was doing a first meeting with a jewelry store client, typical situation, family, business. The owner had been in the jewelry business since Nixon was in office, and I'm a punk kid who thinks he can write ads.
Client pulls me aside and says, “You know what our advertising really needs to do is educate the consumer about Gemology because you see, if people knew more about Gemology, they would make better decisions in the jewelry store.”
Now, he wasn't wrong. If we all knew more about gemology, we would make better decisions in the jewelry store. But as he was drawing, what he believed was a very profound conclusion, I couldn't help but notice a diploma on the wall from the Gemological Institute of America as a graduate Gemologist. He's passionate about gemology. You don't go to school for this stuff if you're not really into precious stones, and he wants to transfer his passion to the consumer, and that's where he got it wrong.
It's the curse of knowledge. He's forgotten that we can buy gemstones, and actually want to buy expensive gemstones without knowing a damn thing about them. Why? Because sadly, the gemstones don't matter a bit. We're. Not buying a gemstone. What we're buying, what we're really buying, is the reaction of another person. We want the person we love to open up that box and say, “Oh my God, what have you done?” That's what we're buying. And the gemology, don't even enter into it.
We don't need to be educated in anything in particular to want that and to go ahead and buy that and I would submit that this pretty much applies to everything else in the world that you buy. I don't need to know how an iPhone works to know I want the new one. Ditto for my air conditioner. If you try to educate me on stuff I don't care about, you'll be wasting my time. And consumers don't have warm, fuzzy feelings about people who waste their time. In fact, we tend to tune them out. We're really good at ignoring stuff we don't care about.
I know you're passionate about gemology. Good for you. Keep it to yourself and keep it the hell out of your advertising. Speak to me about what I care about, and if you're so deep in your business that you don't know what drives regular people, then for goodness' sake, find a copywriter who can meet the customer where they're at because you ain't it.
Ryan Chute: A Cub writer for inquiring minds, is a junior writer, typically lacking the life experiences of grizzly writers. Trust me, when I say Mick’s seen things, a lot of traumas are locked up in there. Chris, what can you teach us other than the juice on mixed, tumultuous past of course?
Chris Torbay: Educating the consumer is not the advertising's job. When I hear a client say they want their ads to educate the consumer, I equate that with wanting ads to pre-qualify their customers, which is not. The advertising's job when I worked on Porsche, we never started our body copy with, “Do you have a $100K to spend on a car that you drive only in the summer?”
No. We made people yearn for the experience of taking an exquisite piece of German engineering out onto the racetrack. If we could get one of those people into the dealership and take a test drive, it was up to you to figure out how they could pay for it. Closing the deal is your job. Same goes for ‘educating the consumer”.
Usually, clients want me to teach potential consumers how gosh darn complex their offering is so that when the consumer finds out how much it costs, the sales team doesn't have to work so hard on their end. No, I'll do my job. You do yours. The only thing I need to educate the consumer on is why they should choose you.
My job isn't to teach people how complex air conditioners are and what other expensive work might be required to install a new one in your home. My job is to inspire consumers on why they should pick you to do it. Advertising should entertain. It should be distinctive and memorable. And yes, it's not just about getting your name out there. It's about why I should remember that name and choose that brand when I need that thing. We need to educate people on that.
When I was a kid, there was an automobile undercoating place called Ziebart Rust Proofing, and they had mounted their sign upside down on the roof of their building. The idea being people would come in and say, “Hey, your sign's upside down.” And he'd say, “Made you look.” And then he'd try to sell you on rust proofing for your car.
So sure, educate the consumer on why Ziebart is better than any other idiot who sprays used motor oil under your car, enough to get me interested in coming in and learning more from the experts. But the experts are still the ones doing the educating part.
Educating is important if it will make me excited. Educating is important if it will make me see you as different. Educate me on what is unique about your brand and why it will make my life better.
Old Spice advertising is weird and memorable, but it also tells me that my man can smell like Isaiah Mustafa. It doesn't educate me on the science of body chemistry and perspiration, and which chemicals are effective in clinical trials, or why the expensive chemicals are more effective than the cheap chemicals. So I should be prepared to spend more if I really want to smell like Isaiah Mustafa. They just tell me that this brand will make a difference in my life. I will be better for it. I'm more handsome, more sexy, and have an awesome six pack. When I'm on a horse, and that's way more compelling than a lecture about new scientifically formulated techno derma-ultra, now with Beta-carotene six. Educate the consumer on your time. Here ends the lesson.
Ryan Chute: Preach. Woo. I can just tell we're gonna have some fun discussion on this one, but before that, let's hear a word from our sponsors.
Remember that saying, only half your marketing is working. You just don't know which half. Let's help you with that. Book it free strategy session with wizard Ryan Chute today at wizardofads.services. Yes, that's a URL wizardofads.services. Now let's get back to the show.
Ryan Chute: There’s really a good and bad to everything, right? Whatever decisions that we make, there's an appeal to education as much as there is to entertainment, and there's also a consequence that comes with those things. With appeal, you have credibility, authority, you feed the ego a little bit.
What are some of the other things that we should be thinking about when it comes to what we're actually dealing with here?
Mick Torbay: I think the idea of educating the consumer comes from an instinct that the client has; the client is almost always very educated within their own category, and so it's difficult for that client to imagine that somebody could have a valuable opinion if they don't know all the things the client knows.
And so the client just in their heart just says, “if you knew all the things that I knew, naturally, you would choose me”. And so that's it's an instinct thing that, but that doesn't actually necessarily translate to how to persuade a consumer.
Chris Torbay: Yeah. One of the great sort of tenets of advertising strategy that I learned when I was working in London is a saying amongst planners, which is, “Don't tell me about your fertilizer. Tell me about my lawn.” And that comes right off of what Mick was saying, which is the guy who makes fertilizer would like to tell you that having phosphorus in there does this chemical reaction that does this instead. But having nitrogen there has this other thing, and then these other kinds of things respond, eh? And so there's a scientific thing, and that guy is entirely versed on it, and he would love to get that out into the consumer. The consumer just wants to know it's gonna be green and lush, and that his neighbors are gonna say, “Hey Dave, I don't know what you've been doing, but that is the best looking lawn on the street. Tell me about my lawn.”
Is there room for a little bit of education to try to get me to pick your fertilizer versus the next guy? Sure, but I'm not, but don't tell me about the fertilizer at the expense of telling me what it's going to achieve for me emotionally, personally.
Mick Torbay: Probably the best example of that was an ad campaign from the eighties that people will still remember today. I used to write the ads for a chain of tire stores. And what makes a tire different is tread pattern and rubber compound. Those are the only two things. If you change the tread pattern, change the rubber compound that will make a tire different one from the other. And so naturally, a tire store wants to talk about tread patterns and rubber compounds 'cause that's actually the only thing that matters. One tire to the other. And Michelin took a baby, put it in a tire, took a picture of it and said, “There you go. That's everything you need to know.” And people were like, “Dammit, I need to buy the expensive tires 'cause that's my family in that car.”
They absolutely figured out, and I'm sure it wasn't Michelin's idea, I'm sure it was, their brilliant ad agency, who said, “You guys gotta stop talking about the shit that matters to you, and start talking about the shit that matters to the consumer.” That's the only thing that matters.
Chris Torbay: And the interesting thing to your point at the setup, is there room for it? There's a hundred percent room for it. When you get to the tire store, that's where the guy at the tire store should start talking about rubber compounds and tread patterns. And then you can have a discussion. You can maybe upsell the guy to a better tire because you can educate him. Give him that little bit of information.
Mick uses the example of the jewelry store. If you we've all been through this, when you're ready to propose to your significant other and you're out there to buy that diamond ring. There's a bunch of guys at that age who suddenly know all the things there are to know about cut and clarity and inclusions and all that sort of stuff. And they quickly spruce up on that knowledge, and until they make their purchase decision and they dump it outta their brain 10 years ago, they lie, they can't figure it out anymore.
So there is that period of time where you need to be educated, but it's the salesperson that does that. It's the client that does that. Don't ask the advertising to do that, so that you have this customer who walks in like a robot and goes, “I know everything and I just want you to sell it to me.”
That is an unreasonable ask. You still need to do your part of the job, and you can't offload that to advertising.
Ryan Chute: And I appreciate that we're talking about advertising here right now. We're not talking about marketing as a whole because marketing has many layers, and advertising at the very top of the funnel is about first and always foremost, establishing our empathetic position. Are we somebody as a brand or as an individual that is safe to operate around and near, and with? And then credibility comes in as the second layer. The data has always proven that you always have to lead with empathy, and that's going to be the laugh, cry, make them angry. It's going to be the thing that, as you stand for something and stand against something else, and education is what happens next, and it can actually happen in quite clever ways, where we can tuck it in, like mom, spaghetti sauce, jamming a little bit of that broccoli without us ever knowing as kids.
Chris Torbay: And that's where you get stuff like, an iPhone. We'll say we've gone from a 12 megapixel camera to a 24 megapixel camera, and they'll do a quick piece of animation or a quick shot of some sort of chip or something like that and say, and but then they've quickly turned the corner to, which means that your selfies are now even more crisp or even better in low light or even something like that.
It's a tiny bit of education. Just enough to say that way it is better for you in this personally relevant way, right? And then move on. We don't delve into how difficult it was for us to invent that chip. And therefore, that's why we're gonna charge even more. Hey, we gotta back off of that stuff. Gimme just enough information right to go, “I think that phone's the better choice.” Make the education steer directly to why you.
Ryan Chute: I think you just touched on something, that micro storytelling of transformation, the before, after the, it used to look like this, now looks like that kind of transformative storytelling is a part of the story. And we really do get often wrapped up in, as salespeople do, features, benefits.
One of the biggest misnomers I've ever heard of in the marketing industry, which should have been in the sales industry, but it was given up by a marketer, which is probably why it's so messed up, is that it's not the one inch hole that a person goes into Home Depot to buy the drill bit for. It's not the one-inch drill bit that they want. It's the one-inch hole.
Mick Torbay: Or do they, in fact, want the picture on the wall?
Ryan Chute: Thank you.
Mick Torbay: And that's how far away do you have to get from the drill bit to find out what they're actually looking for?
Ryan Chute: And that's my argument: they're not looking for the feature. They're also not looking for the benefit. They're looking for the advantage that comes from that. The picture on the wall, the transformation. The hole in the door so that they can lock and close their door. They're looking for security. They're looking for functionality.
Mick Torbay: But the hard thing for the business owner is that they, I think, sometimes have to go against what their instinct is, and this is a very difficult thing to do when you sort of feel in your heart, this is what I have to do, and then make a conscious decision to say, and yet I'm not going to do it.
I'm a pilot, and so I'm very passionate about airplanes and aviation. I know a lot about aviation 'cause I have to, 'cause I'm a pilot, but you don't need to know a lot about aviation to buy a ticket to Vegas. United Airlines is very good about letting people know, “Hey, we are passionate about aviation, but what we know you wanna buy is you want to go to Vegas today.”
So you need to ask yourself as a business owner, are you selling airplanes? Or, are you selling aviation, or are you in fact selling a trip to Vegas? Because the messaging for those two things is very different.
Ryan Chute: Very disproportionately different. And no one cares how many seats they have left and all that other stuff there.
There's also issues with education. There's the likelihood that you're going to pull low engagement on that ad. There's not a whole lot of excitement around that. There's incredibly low recall. People don't remember the words that we. That we say they remember how you made them feel. And people are fundamentally buying things for a couple of reasons.
Now, it all fundamentally leads back to identity and what they're showing the world who they are as a person, be it a smart buyer for those transactional or grudge purchase type things, to where I rank in the world as a person. Now the world includes my internal world, how I value myself, how my immediate peers see me, the ones that I love and the greater tribes that I'm a part of, be it my office or my community, my church or whatever. All of these things tell the world who I am as a person and where I rank from a good decision maker on through.
Chris Torbay: And sometimes, clients will use education in order to justify that this is the superior product. The new iPhone will have the M3 chip in it, so that you can say, “Oh, you see I got the new one 'cause it's got the M3 chip in it”. But the interesting thing about a lot of these brands is you can stop there with the education. The education has to, it doesn't have to go too far into why the M3 chip is better than the M2 or even the Intel from way back. And that's what I made fun of this, now with Betacarotene six, like how many dermatologists, how many skin cream ads have we seen in the past where they say, “Now with Retinol nine…”
Oh good. That's all the education I need. I'm gonna buy that one. It's got Retinol nine. What is Retinol nine, and how is it better than Retinol eight? I don't even know what Retinol means. Yeah, but you have this much education. You have just enough to make you think this is the good one. This is going to, this is gonna be the one that shows that I'm at that station in life. It's vitamin X. But you don't have to, you don't have to dive in. You don't actually have to, I don't need a biochemistry lesson.
Mick Torbay: And I think the challenge is that if we say nobody cares about the differences between products, people will catch you on that and say that's not true,
Chris Torbay: 'cause they do. Yes.
Mick Torbay: Because they do care about it. And specifically, the people who care about the different things are in fact the ones making this decision.
Here's what I'm getting at. Let's say you're in the air conditioning business, and so you might think to yourself I sell air conditioners. Okay, cool. You sell air conditioners. So then the first question we're gonna say is, “Do you sell air conditioners or do you sell, I have a perfectly cool, comfortable home, even though I live in Florida and it's July?”
Easy to make that point. But do you know who buys Air Conditioners? So the consumer doesn't buy air conditioners. Who does buy air conditioners? Guys who own HVAC companies, they care about features and benefits 'cause they understand them. So there, there is somebody who's selling air conditioners, we call them HVAC equipment wholesalers. That's those people sell air conditioners, and the people who buy them own companies that install that equipment.
So when you understand it, and that's how you buy air conditioners, you think that you need to transfer that to the consumer. It’s like, No, dude,
Chris Torbay: That exchange worked great between those two people. But it doesn't necessarily continue.
Mick Torbay: What motivated you, which was stuff that is not motivating the consumer? The only person who matters is the consumer. It's not you. And that's a very difficult thing to say, it's like what motivates me is not what motivates the end user.
Ryan Chute: But I think it's important that we put that into the appeal of education, is that we need to educate people just enough, and Apple does this, as you'd mentioned, with the chip.
You'll see what that means on their website, and it's really that little little circle with the question mark, and it means it's gonna be faster and you're gonna be able to do this, and this. And people go, “Oh, okay. That's why that thing's good. Like I don't need to know what those cores are all made out of, all that other stuff.”
But what you're fundamentally saying here is that ,it's a defensible position when questioned, again, coming back to identity. It's, I made a good decision here. I need to know enough about it. I need to be educated enough to say no, this is the best thing that you can do.
Chris Torbay: And the interesting thing, just coming back to something you said earlier, a lot of that also comes from the marketing, not the advertising. So if you look at an Apple commercial, it’s one thing. Apple commercials famously it was just people dancing with iPods when they were the only ones with the white wires. It was just stuff like that. Even now, it's just like really cool things floating in space. Then you go to the website, now they'll tell you that this year's model is 10-core instead of eight-core. And it'll say that it's the new such and such trip whenever, so it's in the marketing, and that's how you justify to your boss. I want a new computer. And you justify to your boss. I had to get the new one 'cause this is the 10-core, not the eight-core. But you didn't get that from the advertising. You got that from the website. And by all means, many customers in many different places will like to geek out on some of this stuff and actually dig into it. But the advertising is not the place to do that.
The other channels, the other places, they can dig into it. Advertising should tease them and go, “Oh, is there a 10 core out there? Let me look into that, and let me read about it, and then I'll have all that information.” So by all means, it's gotta be in the process, but the advertising is not the place for the lecture.
Mick Torbay: That's it. Don't confuse making people want the thing to helping the people justify buying the thing. That's not the same thing.
Ryan Chute: When it, to this goes right back to what Roy says as a first principle of advertising, specifically advertising, is that first, we have to reach the heart of the people. It's the heart that we tickle and entice, to lead to the mind.
The mind will follow where the heart is.
Chris Torbay: They will justify that, and the mind will actually call up some information and do some digging to find a way to justify and cherry-pick the information that's out there, absolutely.
Mick Torbay: To justify the thing I decided to do a while ago, actually.
Ryan Chute: Because the heart said you're buying this. And the brain, the left side of the brain, had to go. I have to figure out how to justify this.
Chris Torbay: Yeah, I want this guitar. And then, and when and now I have to look around for some information so that when my wife asked why I bought a fourth guitar, I have to inform, I have, 'cause this one's got a double hamburger on it.
Ryan Chute: And everyone needs hamburg.
Mick Torbay: That's twice as hamburg right there,
Ryan Chute: Probably the only humburg you're gonna get. You know what I'm saying? So now there's the appeal of entertainment. Entertainment has huge amounts of value in that stickiness.
One of the things that we learned as we went through the Wizard of Academy and the process that we learned about stickiness, is the emotion, the chemical cocktail, the mortar of the bricks that we're putting in as impressions across all different brand elements or impressions of our brand in whatever way that might be.
So what we're really looking for here on the entertainment side is something sticky, something that's actually gonna allow us to build something bigger than just a stack of bricks.
Chris Torbay: And so there has to be enough education because we've made the point that entertainment for entertainment's sake is not enough. It can't be a hundred percent be borrowed interest. You can't just do 26 seconds of comedy and then at the end, say, “brought to you by Dave's Air Conditioning.”
Like it cannot just be entertainment, and just try to make it ownable entertainment. There has to be a link through to something tangible. But that's not an education. That tangible thing is just a tangible thing. It's not an education.
Ryan Chute: Absolutely. Tangibility and education live in two different worlds, but equally as much if we just lived in the world of entertainment for a moment, we have to recognize that the fundamental difference between cute and clever entertainment versus maintainable entertainment there is strategy behind one. There is a lack of weight behind the other.
As you guys say, it's very often when we see somebody talking around the water cooler about the ad that they heard. But they can't recall the brand name.
Chris Torbay: They've remembered the cute and clever, but they haven't remembered the most important thing that we write there to accomplish.
Ryan Chute: So it's all equal to that, as we go deeper into that, as the brand continues to embed in the customer's brain, is that trigger alignment. When we have an externally triggered product, when we have an internally triggered product, we're pulling it on different threads here, but we're doing the same thing when they feel like they need to have that thing.
Or if we can create a feeling around needing that thing on the internally driven stuff. Then we need to align our brand with that trigger externally, something has to break.
Mick Torbay: And we're, whenever you're wondering why all ads sound the same, 'cause basically all ads sound the same regardless of category, regardless of situation, which is really good for us because half of our job is just not sounding like everybody else.
But when you look at most advertising, in most categories, and you look at what they're focusing on and nine times outta 10, it's quality and value. That's what it's all always gonna come down to: quality and value. And then you think to yourself, what does a retailer consider when they're purchasing their inventory? The quality of the merchandise and the value, what they're getting for the amount of money. So, using quality and value to make a purchase when you're a retailer is really smart. It's actually, in fact, the only thing you should be considering. If you're a contractor and you're buying water heaters, you should be focusing on the quality of the water heater and the value of how well it performs versus how much it costs.
And then we're all surprised when that same contractor who just bought 50 water heaters says to his ad guy, “Now you gotta tell people about the quality and the value of these water heaters, 'cause it's really excellent quality and the value is tremendous”. And then their ad guy says, yeah, “we're not talking about that”. It's whoa, that's very difficult for that person.
So we have to understand that emotion doesn't just apply to the consumer, it also applies to the business owner. It's just that we have to remind the business owner that your emotions. Motivates you, but we're not talking about motivating you, we're talking about motivating the consumer. So you have to take your emotions, and you have to put that aside and say you made an emotional decision, too. Your emotions took you to make the right call, which was quality and value. Now you have to set that aside and say, we're not doing that when we talk to the consumer.
Ryan Chute: That was one of the biggest lessons I had to learn as a sales guy coming into the Wizard of Ads was that marketing, top of funnel marketing in particular, doesn't directly correlate to the way I perceive sales.
The education part and the seeking out and learning part and the diagnosis part, and then the solving of problems part all have a lot more nuance to it as far as the nuts and bolts. But far less in the way of entertainment, encouragement, hope, and all the other things that matter so much in branding for us to be able to pull the lever and to get a person to viscerally act upon our brand versus the alternatives, and that was a game changer. It really was.
So, are you Charlie Brown's teacher in your ads, or are you getting people to know your brand in a likable and trusting way? When we come back, we'll wrap things up with three engaging ways that we can educate your prospects rather than just in your ads.
Hey listeners, Wizard, Ryan Chute here. Want to personalized strategy to instantly 4X the effectiveness of your marketing dollars?
Schedule a free call with me at wizardofads.services. We'll chat about your goals and how you can quickly dominate your marketplace. I have limited availability though, so don't delay. I guess you could delay it a bit, but not too much. That'd be like, like an over delay. So, maybe just, skip the delay part entirely and book your call, just as soon as you're ready to start making money. You certainly don't want to delay that, right? And now, pitter-patter.
Ryan Chute: There's a time and place to educate, but like great ads, it should be just as strategic; articles, YouTube videos, email campaigns, and during the sales process, while these are elements of marketing, they really aren't ads.
Education can be effective further down the marketing funnel, but should fundamentally stay out of the advertising. Effective advertising shows, not tells your competence by being the story, not telling a story of a story. Savvy ads are memorable and aligned with buyer triggers. Until next time, thank you for tuning into Advertising in America.
Thank you for joining us on Advertising in America. We hope you enjoyed the show and captured a nugget of marketing magic. Wanna hear more? Subscribe, leave a review and share this podcast with your friends. Do you have questions or topics you want us to cover?
Join us on our socials @advertisinginamerica. Wanna spend your marketing budget better? Visit us at wizardofads.services to book your free strategy session with Wizard Ryan Chute today. Until next time, keep your ads enchanting and your audience captivated.
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