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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 […]

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

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

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,

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

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

Remember… you’re an exterminator and he’s trying to steal your customers. (Re-read the last paragraph of my last post to get up to speed.) So Irv’s a tough competitor. But too bad for him, you’re pretty sharp yourself. And you discovered a chink in his armor that you’re thrilled to exploit. You wouldn’t have even mentioned it

As the last step in the inoculation process, I would encourage you, my customer, to really think about what I just explained, about how some other exterminators operate so carelessly. I’d ask you to begin to formulate your own thoughts by asking you for feedback either on hardcopy (survey) or simply by responding to my

Colorful BUTTONS are more effective than LINKS in motivating people to take action, according to several studies performed on exactly this topic. I discuss this finding in my new book “Cashvertising Online”–the long-anticipated follow-up to “Cashvertising” that’s scheduled for release later this year. (Yeah, I took way too long to write it–sigh.) STUDY: For example, one study, published

Are you blending in with the crowds of mediocrity in your industry?Do you give ZERO reasons to prefer you over your competition? If so, it’s time to get serious about your unique selling proposition (USP).A USP is like a superpower for your business. It’s a clear and concise statement that explains how your product or service is