THE BLIND LEADING THE BLIND - PART 2
So we talked yesterday about Miller Beer realizing that the way they were advertising wasn't working. Here's more on that:
Here is a basic review of how these large firms think your mind works:
• You brain is stimulated with humor, sex, violence, and cleverness.
THE BLIND LEADING THE BLIND
Miller Brewing Company found itself looking for a better way to advertise its product recently. “It’s a tough admission…but the company [Miller] has realized that the humor-and-babes model has failed to differentiate it from Anheuser-Busch.”
THE OFTEN MISUSED INFLAMMATORY SLANT - Part 2
Yesterday we talked about using the inflammatory slant in your marketing. Here's more:
Advertising Is Just Salesmanship Multiplied
Your ads should act like an army of tiny salespeople. Think about it this way. If you run a radio ad that's heard by 50,000 people, that's 50,000 chances to give a sales presentation. It's not some big, nebulous blob of people; it's 50,000 separate individuals all hearing your ad in a "one-on-one" communication.
THE OFTEN MISUSED INFLAMMATORY SLANT
What the ad slants do is protect you from your brain. (Sounds silly, I know.) But with the slants, you choose the right approach from the beginning and in a more objective way. Accordingly, rather than being swayed by what you can call to mind, you can get it right. That being said, let me go over the inflammatory slant.
FREE! This Four Letter Word Can Make You A Lot Of Money...No Matter What Business You're In
Increasing Readability: Features vs. Benefits
You might be tempted to think that a discussion of features vs. benefits would be sterile, to the point, and uninteresting. Well, think again. Here's a quick pop quiz you can take right now. Think of a regular yellow pencil with an eraser on it. You know, the kind that costs about 79¢ a dozen. Now, grab a sheet of paper.
Evaluation: The Specificity Challenge- Part 2
Yesterday we talked about being specific in your marketing, just like an attorney is in a case. Here's more:
Here's what you need to remember: Advertisers LIE with generalities and tell the truth in specifics.
