Monday, June 20, 2005


Oh My! Very rarely am I at a loss for words, but let me tell you what happened today. I have begun to work with a company on their advertising. I have not yet visited this company in person, but nevertheless, I was asked to create a compelling piece of copy for an event they were planning.
“So, tell me what’s going to happen during this event. I said
“Well, whatever you put in the commercial, just let us know, and that’s what we’ll do.” The business owner replied.

It was 24 hours away from the start of the event, and the only thing he had settled on was a name. We could give away money, we could have free food…maybe we could even get The Rolling Stones to play. Except none of that was in the budget.

This company’s product is not unique. The only things that trigger a buying decision in the consumer for their product is either 1. packaging or 2. service. I had no idea if this company could out-perform on either one. If I made a compelling statement about one, and it wasn’t true for the consumer, then the company would lose a lot more than a customer. I would also lose its credibility.

Be specific with your goals and how you want your advertising to perform. Those who believe that writing or producing advertising is pure hype are destined to failure. Advertising is about speaking to the needs of the consumer, and addressing a past product failure with a new or different innovation in a way that causes an emotional reaction in the consumer.

In other words, show your customer how your product can help him do something easier, better or faster.

Some believe it takes extraordinary means to justify the ends. But it’s actually simple to be a success. It’s just advertising.

-- Thanks for reading

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