Have you heard Muse’s Olympic anthem yet?

I did, yesterday.

In case you’ve missed it, here it is… but beware. Listen to the pundits, and you’ll be worried that pressing the play button will cause your computer to explode like an amp turned up to 111.

To be honest, it was all a bit underwhelming.

It’s not a bad song. In fact, it’s pretty good. Definitely wipes the floor with the usual Erasure-based rubbish that gets wheeled out for events like this.

But I’d been told that this was some kind of apocalyptic call to arms, a song banned from radio play in case it caused airplanes to fall from the sky and listeners spontaneously combust.

And it just can’t live up to that. There’s nothing wrong with it… but it’s not as epic as Time is Running Out, or Plug In Baby, or even when New Born kicks in to high gear.

Thing is , the problem isn’t the song. The problem is that my expectations were raised, and a song I would have quite enjoyed coming to cold I now find a bit… meh.

Essentially, this is how not to do a pre-sell.

Your prospect doesn’t see your advertising in a vacuum. They see it in the context of everything else they know and feel on that subject. It’s all anchoring – there’s far more to that than just making prices seem small.

So don’t just give them the advertising. Give them the context too.

But try not to do it like that.