When you stop to think about it, advertising is a conversation. You want to entice people to participate and so your conversation must be surprising, witty, charming, personal, relevant, informative, provocative and engaging.
Truth be known, people don't care about your product or service or what you have to say. They have their own worries. They have their own wants. What they don't have is time and you can't force them to listen.
So, if you surprise them, they notice.
If you engage them, they listen.
If you satisfy their basic wants and likes, they sample.
If you deliver, they tell their friends.
If you'd like to talk about creating surprising, witty, charming, personal, relevant, informative, provocative and engaging messages, call me....we'll talk.
Tuesday, January 27, 2009
Monday, January 19, 2009
Advt. 101 "Remember the Laws......"
As was previously stated, so much of advertising/marketing is plain old fashioned "common sense." With this in mind, I suggest that there are a few basic laws that have wide applications.
The Law of Perceptions
All that exists in the world of marketing are perceptions in the mind of the target audience(s). The perception is the reality. Marketing is a battle of perception.
The Law of Leadership
The basic issue in marketing is creating a category you can be first in.
Who was the first person to fly the Atlantic solo? ----Charles Lindbergh
Who was the second person?---Bert Hinkler
Bert was actually a better pilot, who flew faster and used less fuel. Yet who ever heard of Bert?
The Law of Category
If you can't be first in a category, set up a new category you can be first in.
Who was the third person to fly the Atlantic solo?---Amelia Earhart.
She's not known as the third person but as the "first woman" to do it.
The Law of the Mind
It's better to be first in the mind than to be first in the marketplace. IBM wasn't the first in the marketplace with the mainframe computer. Remington Rand was. But due to smart marketing, IBM got into the mind first and won the computer war.
If you'd like to discuss how to craft your story, give me a call....we'll talk.
The Law of Perceptions
All that exists in the world of marketing are perceptions in the mind of the target audience(s). The perception is the reality. Marketing is a battle of perception.
The Law of Leadership
The basic issue in marketing is creating a category you can be first in.
Who was the first person to fly the Atlantic solo? ----Charles Lindbergh
Who was the second person?---Bert Hinkler
Bert was actually a better pilot, who flew faster and used less fuel. Yet who ever heard of Bert?
The Law of Category
If you can't be first in a category, set up a new category you can be first in.
Who was the third person to fly the Atlantic solo?---Amelia Earhart.
She's not known as the third person but as the "first woman" to do it.
The Law of the Mind
It's better to be first in the mind than to be first in the marketplace. IBM wasn't the first in the marketplace with the mainframe computer. Remington Rand was. But due to smart marketing, IBM got into the mind first and won the computer war.
If you'd like to discuss how to craft your story, give me a call....we'll talk.
Monday, January 12, 2009
Some basic observations..
Welcome to the inaugural post on my blog. This will be the first of many postings that will hopefully be of interest and help to a variety of businesses and organizations. Although they will deal primarily with advertising, I would rather use the phrase..."Story Telling." When you think about it, that's what advertising is really all about....crafting your story and then designing the most effective way of telling your story to the right audience.
In today's economic climate, effectiveness and cost-efficiency are even more important for any business. Just remember, a big budget is not the primary consideration for story telling. Common sense and creativity will always rule the day. So with that in mind, here is some food for thought:
Observation #1
“We live in a ‘what’s in it for me right now’ culture. In order to be a big winner in today’s marketplace, you must constantly push the edge for new ways to exceed customer’s expectations and be able to link value to your name.”
Observation #2
“We want to outsmart, out market, outsell and outdistance the competition. If you can’t outspend them, you just have to be smarter than they are.”
Observation #3
“If it’s a bright idea, that’s good. If it’s well executed that’s good too. But if it’s a persuasive execution of a terrific idea…that’s advertising.”
In today's economic climate, effectiveness and cost-efficiency are even more important for any business. Just remember, a big budget is not the primary consideration for story telling. Common sense and creativity will always rule the day. So with that in mind, here is some food for thought:
Observation #1
“We live in a ‘what’s in it for me right now’ culture. In order to be a big winner in today’s marketplace, you must constantly push the edge for new ways to exceed customer’s expectations and be able to link value to your name.”
Observation #2
“We want to outsmart, out market, outsell and outdistance the competition. If you can’t outspend them, you just have to be smarter than they are.”
Observation #3
“If it’s a bright idea, that’s good. If it’s well executed that’s good too. But if it’s a persuasive execution of a terrific idea…that’s advertising.”
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