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We should all become subliminal advertising artists. I know that you’ve heard that subliminal advertising is sneaky. I disagree.

I don’t care that in 1974 the Federal Communications Commission issued an order saying that anyone knowingly carrying subliminal ads was operating “contrary to the public interest.”

It doesn’t matter that some people have seen the word RATS in a commercial that George W. Bush ran during his presidential campaign against Al Gore.

Here’s the kind of subliminal advertising I am advocating for:

When a store owner makes customers feel as if they’re the most important people in the room, that’s subliminal advertising. When an online help desk staffer takes three minutes to write a personal comment in a “we’ve fixed your problem” e-mail … that’s subliminal advertising.

When a Disney cast member whose job is sweeping up popcorn stops to give a little boy a sticker … that’s subliminal advertising. When a drive-through lube shop checks a worried woman’s car, makes a minor repair and then refuses to charge her anything … that is subliminal advertising.

We can consciously deliver our brand through marketing messages, signs and consistency. But all of that pales in comparison to creating a customer experience that delights and surprises someone. By just doing a little something extra.

That kind of subliminal advertising gets customers not only to buy what you sell, but also to talk about their buying experience. That kind of subliminal advertising transcends loyalty and moves to love.

We should all be that kind of advertiser.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan