2. 12 Causes Of Advertising Failure And How to Avoid Them
3. John Wanamaker once said, "I know that half of my
advertising doesn't work. The problem is, I don't know which
half."
4. A Harvard Study on Brand Loyalty Revealed Three Types of
Customers: Type 1: Non-Switchable There is essentially nothing you
can do or say to cause these customers to switch from the
product/service they currently use. Type 2: Switchable These
customers may be won, but only if you say the right thing and keep
on saying it until the prospect is finally convinced. Type 3:
Switchable for Reasons of Price Alone The study strongly
recommended that you NOT pursue these customers. If you appeal to
these customers, you will likely enjoy initial success, but your
position will never be a strong one, because these customers will
switch from you just as quickly as they switched to you, and for
precisely the same reason.
5. 1: There is No Direct Correspondence between Dollars
Invested and Results Gained: No mathematical formula can be devised
to answer the advertisers question, If I spend this much on
advertising, what can I expect to happen? How Advertising Works
Wharton School of Business: A 2500 page report monitoring the
impact of advertising on hundreds of small businesses over a period
of 7 years. Only three conclusions were reached:
6. 2: The Variable Which Prohibits a Mathematical Formula is
The Power of the Message. Two advertisers can reach precisely the
same audience with exactly the same repetition. One advertiser is
successful, while the other fails miserably. The difference? The
Message. How Advertising Works Wharton School of Business: A 2500
page report monitoring the impact of advertising on hundreds of
small businesses over a period of 7 years. Only three conclusions
were reached:
7. How Advertising Works Wharton School of Business: A 2500
page report monitoring the impact of advertising on hundreds of
small businesses over a period of 7 years. Only three conclusions
were reached: 3: When a message has been uncovered that generates a
positive response, a mathematical pattern does emerge. The benefit
experience in year two will be twice the benefit experienced in
year one, provided everything else remains equal and the core
message does not change. The benefit in year three will be three
times the benefit in year one.
8. SO WHAT THE HECK IS THE RIGHT MESSAGE?!?!
9. The Right Message is Derived From: A good business. A good
business owner. A strong selling strategy. The right combination of
words.
10. Good advertising cant fix a bad business, a bad business
owner or a bad selling idea. - Roy H. Williams
11. #1. The desire for instant gratification.
12. Immediate response will be immediately forgotten.
13. The frequent and consistent use of a message that has
salience will become stored in long term procedural memory, causing
the customer to think of you first when they need your product or
service but dont expect too much too soon, it takes a lot of
patients to become a household name.
14. The chickening out period usually happens around the 3rd or
4th month of a campaign .
15. #2. Attempting to reach more people than the budget will
allow.
16. Will you reach 100% of the people and convince them 10% of
the way? Or will you reach 10% of the people and convince them 100%
of the way? Own what the budget will allow with a frequent &
consistent message. "There is more money wasted in advertising by
under spending than by overspending. Under spending in advertising
is like buying a ticket halfway to Europe." - Morris Hite #2.
Attempting to reach more people than the budget will allow.
17. #3. Assuming the business owner knows best.
18. Its hard to read the label when youre inside the bottle. -
Mike Webb Too much product knowledge causes the business owner to
answer questions no one is asking. This makes for extremely
ineffective advertising. What does the customer care about?
19. #4. Unsubstantiated claims such as highest quality at the
lowest price.
20. #5. Improper use of passive media.
21. All media works if done right. Which is the highest and
best use of your time and money? Print is a great 50 yard dash
runner but intrusive electronic media is the champion marathon
runner. With patience, the consistent use of intrusive media (such
as radio and television) will win the heart of the customer before
he is in the market for the product.
22. #6. Creating ads instead of campaigns.
23. Good ads make one point, like a rhinoceros. An advertiser
with seventeen different things to say should commit to a campaign
of at least seventeen different ads.
24. #7. Obedience to unwritten rules.
25. If You Put A Black Background Behind A Black
Background
26. Youll Have A Black Background
27. For some insane reason, advertis ers want their ads to look
and sound like ads. Why is this?
28. #8. Late week schedules.
29.
30. #9. Overconfidence in qualitative targeting.
31. Saying The Wrong Thing has killed far more ad campaigns
than Reaching The Wrong People. It is amazing how many people
become the right people, when you are saying the right thing.
32. #10. Event driven Marketing.
33. If one percent of the people who hear your ad for a special
event actually choose to come, you will be in desperate need of a
traffic cop. Yet your real investment will be in the 99% who did
not come to the event.
34. #11. Great production without great copy.
35. Too many ads today are creative without being persuasive.
Slick, clever, funny, creative and different are poor substitutes
for informative, authentic, humanistic, believable, me morable and
persuasive.
36. #12. Confusing response with results.
37. The goal of advertising is to create a clear awareness of
your company and its Unique Selling Proposition. When we confuse
Response with Results we create attention getting ads which say
absolutely nothing.
38. "If you have a good selling idea, your secretary can write
your ad for you." - Morris Hite Concentration is the key to
economical success - Peter Drucker Avoid The 12 Causes
39. Youll Know Which Half IS Working John Wanamaker once said,
"I know that half of my advertising doesn't work. The problem is, I
don't know which half."
40. Question & Break Time
41. How to Write Ads That Work
42. How The Brain Works
43. Left Hemisphere Analytical. Logical. Judgmental. Can only
see the small picture. Searches for credibility.
44. Right Hemisphere Emotion. Art. Wakes when you sleep. Looks
for connections. Can see the big picture. Subconscious. Searches
for relevance.
45. Brocas Area Broca is the gatekeeper to the mind. Anything
predictable is rejected by Broca. Surprise is the delight of Broca.
Predictability is the enemy of advertising and broca. Youll need a
different angle of approach. Replace common phrases with unexpected
colorful ones.
46. Relevance & Credibility Relevance speaks to a felt need
(right brain). Do I care? Credibility speaks to a belief (left
brain). Do I believe? When you create ads that sound like ads you
loose credibility. Ads need credibility and relevance to satisfy
the mind.
47. Working Memory The thought youre having now.. Your
imagination. Your conscious awareness. Without new information you
can not have a new decision.
48. Declarative Memory The stuff that survives the night.
Episodic. You remember an episode if any emotion is involved.
49. Procedural Memory Long term memory. Relevance Xs repetition
produces long term procedural memory. The impact of a message will
determine how long it takes for long term memory. Branding occurs
in procedural memory. Only if you say something that matters.
50. You Detest Advertising
51. I Detest Advertising
52. But We Love
53. Your ads should be an ongoing story, novel or sitcom that
the listener/view cant wait to see or hear next.
54. Credibility Left Brain Language
55. Facts? When the facts are on your side swing the facts at
your competitor like a baseball bat. Slice the competition with a
razor when the facts are on your side.
56. Authenticity Be what you say you are. The human voice is
natural and uncontrived.
57. Transparency Show your dirty laundry. Admit a
downside.
58. Clarity Can your product be differentiated? Can you point
out that difference quickly? Can you explain why the difference
matters?
59. 1. See it though the eyes of the public. (Insiders have too
much knowledge.) 2. Ignore everything that doesnt matter. 3. Focus
on what the public actually cares about. 4. Say it in the fewest
possible words. 5. Close the loopholes by anticipating the
customers unspoken questions.
60. Clichs Whack all clichs. For all your blankety blank needs,
great customer service, 100 years of combined service, service and
selection second to none..etc. Kill anything in the ad that sounds
like an ad.
61. Close The Loopholes Substantiate every claim. Leave out any
hype. Example; prices so low we cant say them on the air. If it
cant be substantiated in the ad dont say it.
62. Relevance Right Brain Language
63. Always Start With The Benefit Talk to people about what
they already care about. Get to the benefit early and often Most
people bury the benefit 2/3rds down the page. Offer the public what
the public already wants or prepare to be disappointed with the
results. When you can drown your ad with benefits.
64. Emotion Use words to describe mood; dark, heavy cold. Never
molest an emotional ad by entering ad speak. If you want to talk
about zero percent financing do it in a different ad. Make sure the
ad matches up with how you want the customer to feel. Win the heart
and the mind will follow.
65. Your customers wont remember everything you said in your
ads. But they will remember how your ad made them feel. Theyll
remember how your business made them feel. Heck, they will even
remember how your employees made them feel.
66. How are you making your customers feel?
67. Metaphors Metaphors relate the unknown to the known. When
you choose a metaphor stick with the metaphor throughout the ad.
Dont let the mental image of the metaphor swallow the clarity of
the message.
68. Stories Tell stories in your ads. Plunge headfirst into the
story. Twelve hours a week at five dollars an hour for a hunk of
metal and four wheels. My heart buzzed like a bee when I handed
over twenty six Benjamins and a year of my life. We lowered the
flag at half staff. There wasnt a plane in the sky.
69. Bluff With Fluff When the facts arent on your side bluff
with fluff. One sip of this coffee and youre a better dancer. Youll
need to go so far to the right your left side will know youre just
kidding.
70. The Message:
71. FMI
72. LMI Cause the listener to imagine taking the action you
want them to take. Close Big: Words at the end of a list are easier
to remember.
73. Full Circle Connect the FMI to the LMI When you go full
circle make sure the FMI and the LMI are relevant.
74. Attention Getting Techniques
75. Verbs Verbs kick the door open to Broca. Open your ad with
a verb. Drop the cat in the punchbowl. Fill your ads with
verbs.
76. Word Flags Make customers mention your ad by planting a
word flag. An unusual word or phrase that is likely to be commented
on by the customer. The only reason a customer will mention your
word flag is to make themselves look clever. Saying mention this ad
is not a word flag.
77. Crazy Ivan Gives your ad a 3rd dimension. Never make your
Crazy Ivan predictable. Dont let the listener know its coming. The
voiceover shouldn't anticipate it. The listener will have anxiety
waiting for your Crazy Ivan.
78. Car Dealer With A Story To Tell..And A Crazy Ivan
79. Chaotic Ad Writing Predictability is the enemy of effective
writing. Open with a crazy line that would make someone say huh?
Everything in the world is connected. Close by looping back to the
opening line.
80. Seussing Creating words that do not exist but fit. Surprise
Broca
81. Specifics are more believable than generalities. Specifics
are easier to see in the mind. Example; countless steer isnt as
vivid as seven steer.
82. Description Stack Used to deepen perception. Example;
(Age), old, twilight, winter , dying, tired, cold, hang, crack,
bones. Images that reinforce images.
83. Alliteration & Meter If you use a word that starts with
A that ends a sentence or starts use another word that starts with
an A in the same spot. Example: See a Sold Sign Sooner Another
Example: Get it, Got it Good. The magic of alliteration and meter
is recall. Positioning statements/taglines should have meter. DO
NOT RHYME.
84. Rhythm You step foot on the forest floor. Its just you,
camera and the world around you. Youre no Mickey Mouse toting,
thumb sucking, pee shooting wannabe cameraman carrying a small,
miniscule, girly handycam. Youre the elite. Youre the Jedi of your
craft. Youre able to capture eyeball exploding, adrenaline
convulsing, 1080i HD footage. Youre an outdoor producer. Your
camera, the Canon XHA1S. You can find yours at
Campbellcameras.com
85. Did You Notice The Verbs? You step foot on the forest
floor. Its just you, camera and the world around you. Youre no
Mickey Mouse toting, thumb sucking, pee shooting wannabe cameraman
carrying a small, miniscule, girly handycam. Youre the elite. Youre
the Jedi of your craft. Youre able to capture eyeball exploding,
adrenaline convulsing, 1080i HD footage. Youre an outdoor producer.
Your camera, the Canon XHA1S. You can find yours at
Campbellcameras.com
86. What about the word YOU? You step foot on the forest floor.
Its just you, camera and the world around you. Youre no Mickey
Mouse toting, thumb sucking, pee shooting wannabe cameraman
carrying a small, miniscule, girly handycam. Youre the elite. Youre
the Jedi of your craft. Youre able to capture eyeball exploding,
adrenaline convulsing, 1080i HD footage. Youre an outdoor producer.
Your camera, the Canon XHA1S. You can find yours at
Campbellcameras.com
87. Headlines Speak to the felt need in the headline.
88. Active vs Passive Use action words. Example; You can be
becomes Youll be. Throw the person into the scene. Always involve
the listener as an active participant.
89. Black Words The most valuable of all talents is that of
never using two words when one will do. Thomas Jefferson Black
Words - Words not needed to get your point across. Remove black
words, but, and, that, therefore, etc.
90. One Point, One Ad One message per ad. If you have more than
one benefit write more than one ad. Remember, youre ads are an
ongoing sitcom.
91. Consistency Keep the same style of the ad. Dont change
spokespersons. Never use the station DJ. Use the owner, this person
voice never changes.
92. The 3 Things Make them want it. Make them believe you.
Surprise Broca.