1759 Face Down

So, you say, why did Facebook's IPO fail? Because their revenue model failed first. It's based on an advertising fallacy.
There's a story about plane spotters. Seems some folks in England were really good at spotting enemy aircraft in time to signal alerts. As friendly aircraft had the same shape it was important to tell which was which quickly. They tried training new spotters using analytical techniques but consistently failed. Then they hit on the idea of having good plane spotters work with apprentice spotters and just say "right" or "wrong." Eventfully the apprentices got them all right. Some ineffable quality of plane spotting that they picked up.
That's what’s behind good advertising. And the thing Facebook types forget. The reason General Motors stopped using Facebook display ads was because they weren't working.
But, but, Facebook delivered the ultimate analytical tactic, right? Used all their data-collecting facts to deliver your ad to the most well-defined client. The one most likely to need what it is you offer.
Then that potential client ignored the ad.
Because the ad didn't have that ineffable quality. It didn't connect. It didn't inspire, it didn't hit someone just right. Because it's not who you hit, it's how you hit them.
People don't respond to ads for analytical reasons. They respond for emotional reasons. A good ad shakes them up a bit. Makes them laugh, cry, creates anxiety or passion.
A Facebook ad is like a hand-tied fly that's specifically tailored to a 17-striped medium-mouthed bass. You put the hook right in front of it and hope it takes it. And it might, if it's really hungry at that exact moment.
A good ad is like casting a curiosity-invoking shimmering wide net. It pulls in all kinds of fish. Maybe some new fish you never even planned to attract.
So would you want just one type of fish… maybe...
Or anything edible?
America, ya gotta love it.