Why, when you are being experimental in your advertising, you should not panic at the first negative response.

Last night at the Toppled Bollard a woman asked me to dance - as was appropriate since the Bollard is now a dance club.

As we started she said, “Go easy with me, I’m a beginner.”

I said, “That’s ok, I’m a beginner too.”

She said, “No you’re not – I’ve watched you dancing, you’re amazing. And my friend told me you taught the Warner Brothers to dance.”

I said, “That was just a joke.”

She looked terribly disappointed, which made me think, “It doesn’t matter how clever-clever one’s comments are, it is always possible for someone to draw exactly the opposite conclusion from that which you imagined.

So I quickly added, “But I did work with Fred Astaire” and that seemed to sort things out.

And the moral of that is, apart from being careful when boasting about one’s dancing ability, if you are experimenting with your advertising be ready for things to go wrong.  But don’t panic when they do.

Just because the first person who calls or emails after you’ve posted an experimental advert is negative, absolutely don’t panic, remove the ad or apologise. Negativisits are always the quickest to respond.  But there are probably also lots of people chuckling away in the background.

I’ve been experimenting with “A woman asked me to dance” stories for months on Facebook.  The first one got a great reaction, but then there was more or less silence - plus the odd complaint.  So I did a bit of forthright research asking people if they read the pieces and what they thought.

In response to that a lot of people said yes they loved them, but as one person said, “But I am certainly not going to tell you how clever your writing is after each post.  You’re head’s big enough as it is.”

Remember, you’re advertising.  That’s how it goes.