Advertising works most effectively when it’s in line with what people are already trying to do.

What did Mark Zuckerberg mean by:

Advertising works most effectively when it’s in line with what people are already trying to do.


This quote implies that advertising is most successful when it aligns with the existing goals, desires, or needs of the audience. It suggests that rather than trying to persuade people to want something new or different, effective advertising taps into what they already want or are trying to achieve. This is because people are naturally more receptive to messages that resonate with their current interests and aspirations.

In today’s world, this idea is particularly relevant due to the rise of personalized advertising, enabled by the vast amount of data available about individuals’ behaviors and preferences. For instance, if someone has been searching for healthy recipes, they are more likely to respond positively to an ad for a health food store or a cooking gadget that aids in making healthy meals. This is because the ad is in line with what they are already trying to do – eat healthier.

In terms of personal development, this concept can be applied in setting and achieving goals. If you want to make a significant change, it may be more effective to align this change with your existing desires and habits. For example, if you want to start exercising more but already love listening to audiobooks, combining these two activities – by listening to audiobooks while you exercise – could make it easier to achieve your fitness goal. This is because the new habit (exercising) is in line with something you already enjoy doing (listening to audiobooks).

Overall, the quote suggests that understanding and aligning with existing desires or behaviors, rather than trying to create new ones, is a powerful strategy in both advertising and personal development.

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