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This powerpoint was part of a presentation called "15 Ways To Improve Your Advertising In 15 Minutes". It was presented to business leaders at a conference in Charlottetown, PEI in October 2011.
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15 WAYS TO IMPROVE YOUR ADVERTISING
In 15 Minutes
By Steve Jones
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
That’s the harsh reality. People’s lives are busy and
they have a lot to think about. Very little mental real
estate is dedicated to whatever product you have to
sell. It matters to you, but it doesn’t matter to
anyone else until you make it matter to them. Start
your advertising with the realization that nobody
cares. Go from there.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do.
People don’t buy toothpaste. They buy fresh breath,
healthy teeth, and social acceptance. Sell people an
experience instead of a product. In other words, talk
about the benefit of your product, not the product
itself or it’s various attributes.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
Every ad starts the same, sounds the same, and disappears
into the clutter. Be brave. Get my attention. Throw out
words and phrases that force my mind to engage. Your
opening line better rock, because if it doesn’t grab me you
are just wasting your money.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
The world is full of them. We tune them out. They
are garbage words and you should eliminate them
from every piece of advertising.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
5. Find your unique voice.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
5. Find your unique voice.
Your commercials should sound different than your competitors,
not similar. Use different voices. Find your unique voice. It
doesn’t have to be perfect, it just needs to be uniquely yours.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
5. Find your unique voice.
6. One topic per ad.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
5. Find your unique voice.
6. One topic per ad.
If you try to say everything about your business in one ad, you’ll end up
saying nothing. Focus on one attribute per ad. Run multiple ads for multiple
attributes. But remember… the fewer attributes the better! Focus!
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
5. Find your unique voice.
6. One topic per ad.
7. Develop your style guide.
15 WAYS TO IMPROVE YOUR ADVERTISING
1. Accept that nobody cares about you.
2. Products don’t matter. Experiences do
3. Nothing happens until you get my attention.
4. Kill the cliché.
5. Find your unique voice.
6. One topic per ad.
7. Develop your style guide.
Use unique voices, music selections, and audio logos to create a consistent
style guide across all of your advertising. Change how you tell the story, but
not the story itself.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
Don’t be fooled by the amount of in-store traffic
generated by transactional customers looking for the best
price. Successful brands attract relational customers who
don’t bicker and don’t shop elsewhere. Establish a solid
brand. Too much advertising today focuses on specials
and discounts and events, not on branding.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
Your award-winning creative concept doesn’t matter
unless it forces a customer to take action. Unless it
moves someone to take action, it fails.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
Forget about the old phrase “cause and effect”. In
advertising, put the effect first. Start with the impact
on the customer. What matters to them? The details
can wait.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
Great advertising captures share of voice, which leads to share of
mind, which leads to share of market. Buy up all day Sunday. Run
ads every hour from 6pm to 6am. Dominate something, even if it is
an off-prime time of day. You’ll have less competition for share of
voice.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
12. Advertise in slow season.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
12. Advertise in slow season.
Everyone advertises when high season comes around, but purchasing
decisions are often made (subconsciously) long before that point. Be
top of mind by advertising in slow season, when your competitors
aren’t. You’ll capture more share of mind (see point #11 above).
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
12. Advertise in slow season.
13. Market your niche.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
12. Advertise in slow season.
13. Market your niche.
Business want to legitimize by promoting what makes them similar. It
apparently builds credibility. Forget it! Promote what makes your business
different. Seek out a niche and focus your advertising on your unique
difference.
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
12. Advertise in slow season.
13. Market your niche.
14. Remember the curse of knowledge!
15 WAYS TO IMPROVE YOUR ADVERTISING
8. Don’t forget your brand.
9. Motivate someone to take action!
10. Understand the effect/cause relationship.
11. Dominate something.
12. Advertise in slow season.
13. Market your niche.
14. Remember the curse of knowledge!
You know too much about your business. You are therefore uniquely unqualified to
write your own commercials. Talk to people who don’t know about your industry or
field. Avoid the nasty curse of knowledge and put your business into words that
everyday people can understand.
15 WAYS TO IMPROVE YOUR ADVERTISING
15. A real-time experiment…
Creating the world’s worst radio commercial!
15 WAYS TO IMPROVE YOUR ADVERTISING
15. A real-time experiment…
Creating the world’s worst radio commercial!
Simply choose A, B, or C from each of the following slides to write your own tired
and cliché-ridden commercial.
WARNING: This will frighten you… because you hear commercials just like it every
single day!
Credit: http://www.danoday.com
Dan used to have a similar “bad commercial generator” on his website although it appears to have been taken down.
THE BAD BEGINNING
A. “Hey (product) enthusiasts!”
B. “Say, do you need (product or service)?”
C. “Attention (city or town)!”
THE BAD QUESTION
“Are you...”
A. “looking for a great deal?”
B. “interested in quality (product) at discount prices?”
C. “tired of being ripped off?”
THE BAD DEADLINE
“At (business), you can save because…”
A. “it’s inventory time, and we’d rather sell it than count it.”
B. “the boss is away.”
C. “the new models/stock are about to arrive”
THE BAD SLOGAN
“What’s the (business) advantage?
A. “Our people make the difference.”
B. “Drive a little, save a lot.”
C. “We’ve been in business 46 years.”
THE BAD DESCRIPTION
“Plus, at (business), you’ll find…”
A. “Friendly knowledgeable staff.”
B. “Everyday savings throughout the store” / “Everyday
storewide savings.”
C. “Service second to none.”
THE BAD PROMISE
“At (business)….”
A. “The customer comes first.”
B. “It’s all about you.”
C. “You’re already approved for credit.”
THE BAD TIMELINE
“Right now, it’s…”
A. “Midsummer/midwinter/midnight madness.”
B. “Inventory clearance time again.”
C. “Once in a lifetime savings.”
THE BAD “BELIEVE”
“You won’t believe…
A. “our savings.”
B. “our selection and great variety.”
C. “our service.”
THE BAD CLOSE
“Don’t forget… that’s (business)…
A. “For all your (service or product) needs.”
B. “Your one-stop shop for everything (product or service).”
C. “Call 628-4175 or visit us at 29046 University Avenue Suite 137
and mention this ad to receive 10% off any regularly priced item.”
15 WAYS TO IMPROVE YOUR ADVERTISING
In 15 Minutes
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