In communication, the greatest challenge, and the most rewarding for the sender, is getting your message to the masses and have it interpreted in a way that causes a positive action or a change in behavior.

With that in mind, I’ve looked at one particular advertising campaign for a long time (video above unrelated).  The president of the company is the spokesperson for its products. That is not unusual. The unusual thing, in my mind, is that the president doesn't appear to be using the product and never has.

All I really know about the company itself is that it has a large television marketing budget; the commercials have been running on television consistently over time and he has become the "star" of the show. This has given him a lot of exposure and a lot of power to influence the buying decisions of the consumer. Even though he promotes his business full force, the focus of the messages has intentionally been driven away from the product's quality or its ability to improve the lives of others and onto something else.

 I understand a couple of things about this type of message delivery:

• You definitely don't have to be the perfect example of how the product works to promote it
• You can take steps to divert attention to something else and it can be effective in many ways
• You can recycle your advertising and rely on the consistency of the spokesperson to deliver the message successfully

Since I have been following their advertising, the locations have grown from locally to nationally and they have added new products to their mix. This type of advertising has given them diversity and the ability to grow their brand. 

Can you define how you communicate your product or service to the masses? Is it benefit based or founded on a different type of platform?