Stop Whispering. Start Signalling

Most people think they know how advertising works.
They don’t.

They think it’s all about emotions.
Play some sentimental music.
Show a cute baby or a happy family.
Boom—job done.

That’s the Emotional Inception Theory.
It says advertisers sneak into your subconscious, plant an idea, and make you buy.

Sounds clever, doesn’t it?
Like Inception, but with less Leonardo DiCaprio.

Trouble is, it’s wrong.

Here’s the problem:
It treats people like Pavlov’s dogs.
Ring a bell, and the dogs drool.
Show an energy drink, and people suddenly feel adventurous.

But we’re not dogs.
We don’t just react.
We choose.

What Really Happens

Let me introduce you to a better way to think about advertising.

It’s called Social Connotation Theory.

Here’s how it works:

We buy things to say something about ourselves.
A luxury watch isn’t just a timepiece—it’s a statement.
Strongbow cider isn’t just a drink—it says, “I’m here to party.”

The product isn’t the message.
It’s the signal.

Why Context Matters

Signals only work when everyone understands them.
If I wear a bespoke suit but no one knows it’s bespoke, what’s the point?

That’s why ads like Super Bowl commercials work.
Everyone sees them.

And everyone knows that everyone else sees them.

It’s called common knowledge.

It’s what makes the signal work.

Now think about a flyer stuffed into your mailbox.

It might tell you about a great local business.
But it doesn’t tell your neighbors anything.

No common knowledge, no signal.

That’s why Emotional Inception Theory falls apart.

It assumes ads work in a vacuum.

But the real magic of advertising happens out in the open.

How This Works for Your Family Business

If your business isn’t shouting the right signals, you’re whispering into the wind.

Here’s how to fix that:

Sell What You Stand For:
Your products and services aren’t just things people use—they’re statements.

Whether it’s handmade furniture or organic produce, show your customers what buying from you says about them.

Choose the Right Context:
Don’t just advertise anywhere.

Focus on spaces where your audience knows others will see your message—community events, local radio, or highly visible social media campaigns.

Make Your Signals Clear:
A great product isn’t enough.

You need a story.

Who are you as a family? What does your business represent?
Customers don’t just buy products—they buy meaning.

Leverage Your Reputation:
In family businesses, trust is everything.
Use testimonials, customer stories, and even your family history to build that trust.

Communicate Consistently:
Every touchpoint—emails, invoices, social media posts—should reflect your brand’s values.

Mixed messages confuse customers. Clear, consistent signals build loyalty.

The Takeaway

Advertising isn’t about manipulation.
It’s about communication.

Stop trying to sneak ideas into your customers’ heads.

Start shouting what your family business stands for.

When you get it right, your customers won’t just buy.
They’ll become the signal themselves.

That’s how you turn a family business into a family legacy.

Start shouting, and let your business do the signalling.