It’s true. When I teach advertising seminars around the world, I often grab a local newspaper and tear out a few ads. Then I project them on a giant screen and walk the audience through them. What did the advertiser do right?What did they do wrong? Almost every time, there are far more wrongs than […]
Yes… I Really Do Show Their Crappy Ads On a Giant Screen Read More »
There’s a simple way to tell whether an advertisement is doing its job. Listen to what people say after they see it. If they say, “Wow… that’s a really creative ad,” you’ve entertained them. If they say, “Where can I buy one?” you’ve sold them. Obvious, right? Yet thousands of advertisers get it backwards every
Why You Don’t Want to Hear, “You’re SO Creative!” Read More »
FLUSH! That’s the sound of perfectly good marketing dollars being washed away by CRAPvertising. Take a look at this ad and you’ll learn 4 proven ways to ensure that prospects NEVER call you. These techniques are especially good if you’re a recluse or otherwise particularly anti-social. Heck… who wants to bother with pesky patrons? Making
FLUSH! Four Proven Ways to Flush Your Ad Dollars Down the Toilet… Fast Read More »
Ugh… I pulled this postcard out of my mailbox this morning. One glance at the headline and I knew it was the perfect example of a common advertising mistake: leading with price instead of benefit. I read the “Personal Price” headline… crumbled the card… and was just about to toss it when I thought, “Hey,
Can You Spot the Advertising Mistake? Read More »
At first glance, the ad looks powerful, doesn’t it? A sharply dressed man stands in a sleek office high above a glowing city. A holographic globe floats behind him. Financial charts shimmer in midair. Wealth. Intelligence. Global power. It certainly grabs attention. But attention alone isn’t persuasion. Because the moment someone sees an ad, their
Why This Ad LOOKS Impressive… But Probably Won’t Sell Much Read More »
Finally, a powerfully written ad designed to SELL, rather than cause others to “Oooo” and “Ahhhh” about its cleverness. Low budget. No gimmicks. No bad acting. Pure benefit-driven copy. Interestingly enough–because it’s not funny or clever or shocking–it will likely receive few comments about its wonderful production values… or how the company is “shaking up
This is Direct-Response That Sells… Read More »
Presenting yet another example (they’re endless) of, “Hey, what a creative ad!” instead of, “Wow, I really want to eat those things!” A good ad gets applause. A great ad creates desire for the product. That’s the real job of advertising. Kellanova sales data shows Pringles in a stable demand phase (+2.2% YoY conversation) with
What a Great Produ, er… um… AD Read More »
Cute, maybe even funny… but does it make you WANT TO BUY THE PRODUCT… eat a Whopper… or just to talk about how clever the commercial is? There’s nothing wrong with your advertising being entertaining… as long as you don’t lose sight of the fact that it’s #1 goal is to make people WANT TO
Clever… but a Whopper of an Advertising Error Read More »
“Let’s just keep looking.” It sounds harmless, right? Supportive. Easygoing. Client-friendly, too. Agents say it to avoid pressure. Brokers tolerate it because activity feels like progress. But psychologically? “Just keep looking” is one of the most expensive phrases in real estate. Not because it’s rude. Because of what it does to the buyer’s brain at
Why “Just Keep Looking” Is–ARGH!–the Most Expensive Advice in Real Estate Read More »
“Argh!… my buyers can’t decide!” “They keep changing their mind.” “They seem to love my product, but they won’t commit!” Sounds familiar, right? But from a psychological standpoint, that diagnosis is wrong. Most buyers aren’t indecisive. They’re unprocessed. Let me explain… Decision-Making Isn’t One Moment. It’s a Sequence. People don’t make big financial decisions in
Why Most Buyers Aren’t Indecisive… They’re Unprocessed Read More »
