Advertising Tip: Appeal to the Smarter Sucker
Posted on 31. Mar, 2009 by Jeremy in Burning or Building, Writing & Marketing
When it comes to advertising, I’m an absolute sucker. I’m the one the marketing execs dream about. When the commercial tells me I need something, I’m instantly intrigued, and usually end up believing I do need it. If the execs knew how close I come on a regular basis to breaking out my credit card, they’d have drool running down their chins. However, I’m rarely compelled to action. Perhaps I’m just cheap. But really, if they’ve got me hook and line, where’s the sinker?
The ones that get me to act are typically those that offer me food for thought, something to take with me to mull over later, something that allows me to have an “a-ha” moment and say, “hey, that guy was right” or come to the conclusion that the product or service seems credible. The ads that get me are the ones I think about later—in other words, the ones I remember. So I may be a sucker, but at least I’m smart about it.
Consider what compels you to action. Is it hard-core selling, offers of free this or that, or something more substantial? Think about what moves you, and integrate those same tactics into your advertising.
Advertising Tip: Talk to Your Dog
Posted on 16. Mar, 2009 by Jeremy in Burning or Building, Writing & Marketing
PBS’s coverage of The Eleventh Annual Mark Twain Prize for American Humor, awarded to George Carlin, repeatedly focused on Carlin’s mastery of language. Sure, he’s well-known for his “Seven Words You Can’t Say on TV” that still has most of us laughing. But Carlin’s intent went far deeper than just being able to say naughty words in public. He understood the superficial meaning of many words—and also their power.
Written in 1990, his 308-word advertising lullaby makes fun of the words and phrases used by advertisers. The amazing thing is so many of these phrases and sales tactics are still in use today: “No cash? No problem! No kidding! No fuss, no muss, no risk, no obligation, no red tape, no down payment, no entry fee, no hidden charges, no purchase necessary, no one will call you, no payments or interest until September.” Sound familiar?
And, amazingly, they still work—for some. But do you really want to use “tricks” that are nearly two decades old (or older)? Wouldn’t you rather forge new ground, stand out from the crowd, be unique, and ultimately get noticed?
Quit trying to entice people with fancy gimmicks, carrots on sticks, or promises of pain-free purchases. Tell them about your product or service in words you use at home, with your spouse or dog. Especially your dog. Keep it short and to the point. Your candor will rise above the clamor of fancy words and promises. And if your product or service is good, then you’ll succeed.
Advertising Tip: Talk to Your Dog
Posted on 16. Mar, 2009 by Jeremy in Burning or Building, Writing & Marketing
PBS’s coverage of The Eleventh Annual Mark Twain Prize for American Humor, awarded to George Carlin, repeatedly focused on Carlin’s mastery of language. Sure, he’s well-known for his “Seven Words You Can’t Say on TV” that still has most of us laughing. But Carlin’s intent went far deeper than just being able to say naughty words in public. He understood the superficial meaning of many words—and also their power.
Written in 1990, his 308-word advertising lullaby makes fun of the words and phrases used by advertisers. The amazing thing is so many of these phrases and sales tactics are still in use today: “No cash? No problem! No kidding! No fuss, no muss, no risk, no obligation, no red tape, no down payment, no entry fee, no hidden charges, no purchase necessary, no one will call you, no payments or interest until September.” Sound familiar?
And, amazingly, they still work—for some. But do you really want to use “tricks” that are nearly two decades old (or older)? Wouldn’t you rather forge new ground, stand out from the crowd, be unique, and ultimately get noticed?
Quit trying to entice people with fancy gimmicks, carrots on sticks, or promises of pain-free purchases. Tell them about your product or service in words you use at home, with your spouse or dog. Especially your dog. Keep it short and to the point. Your candor will rise above the clamor of fancy words and promises. And if your product or service is good, then you’ll succeed.