There is an adjective to describe a person who is the “face” of a business in its advertising and marketing campaigns. That person is often called a “pitchman” – although not politically correct by being gender specific. The word has been around for a long time, hyping the careers of Madison Avenue types whose sole purpose is to sell, sell, and sell more through often creative and memorable ad campaigns. You also see them on those infomercials that run and run late at night. (I don’t know about you, but those things can be mesmerizing at times.)
Why do people use pitchmen in their advertising? Why do they insist on putting a face on the business? Like to know the answer? It’s because it humanizes the business. Advertising experts will tell you that customers can relate with a face rather a company. They can connect with a person, not some “business” trying to sell something.
Maybe some of you have a pitchman who people identify with your brand. It might be an everyday person, colorful character, or even a homemade super hero. Whatever the identity, it is likely that each character is seen or heard so much that he almost becomes a “regular person.” Take the “lonely repairman” for instance. Most people would identify him as a Maytag repairman because the two monikers go hand-in-hand and have stayed a constant symbol of the Maytag brand for decades.
If you have a pitchman who people identify with, that’s great. Keep telling the same story in your ads. If you don’t, consider creating a pitchman. Believe it or not, it could be you! Yes, you can do it! Have your face in all of your advertising, if you’re on TV or in print. Use your own voice in your radio spots. Tell people your story. I promise you people will connect with you much quicker, and you’ll see a much bigger response from your ad dollars.