15 ways to improve your advertising

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15 WAYS TO IMPROVE YOUR ADVERTISING In 15 Minutes By Steve Jones

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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.

TRANSCRIPT

Page 1: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

In 15 Minutes

By Steve Jones

Page 2: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

1. Accept that nobody cares about you.

Page 3: 15 ways to improve your advertising

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.

Page 4: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

1. Accept that nobody cares about you.

2. Products don’t matter. Experiences do.

Page 5: 15 ways to improve your advertising

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.

Page 6: 15 ways to improve your 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.

Page 7: 15 ways to improve your 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.

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.

Page 8: 15 ways to improve your 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.

Page 9: 15 ways to improve your 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.

The world is full of them. We tune them out. They

are garbage words and you should eliminate them

from every piece of advertising.

Page 10: 15 ways to improve your 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.

Page 11: 15 ways to improve your 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.

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.

Page 12: 15 ways to improve your 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.

6. One topic per ad.

Page 13: 15 ways to improve your 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.

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!

Page 14: 15 ways to improve your 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.

6. One topic per ad.

7. Develop your style guide.

Page 15: 15 ways to improve your 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.

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.

Page 16: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

8. Don’t forget your brand.

Page 17: 15 ways to improve your advertising

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.

Page 18: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

8. Don’t forget your brand.

9. Motivate someone to take action!

Page 19: 15 ways to improve your advertising

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.

Page 20: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

8. Don’t forget your brand.

9. Motivate someone to take action!

10. Understand the effect/cause relationship.

Page 21: 15 ways to improve your advertising

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.

Page 22: 15 ways to improve your advertising

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.

Page 23: 15 ways to improve your advertising

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.

Page 24: 15 ways to improve your advertising

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.

Page 25: 15 ways to improve your advertising

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).

Page 26: 15 ways to improve your advertising

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.

Page 27: 15 ways to improve your advertising

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.

Page 28: 15 ways to improve your advertising

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!

Page 29: 15 ways to improve your advertising

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.

Page 30: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

15. A real-time experiment…

Creating the world’s worst radio commercial!

Page 31: 15 ways to improve your advertising

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.

Page 32: 15 ways to improve your advertising

THE BAD BEGINNING

A. “Hey (product) enthusiasts!”

B. “Say, do you need (product or service)?”

C. “Attention (city or town)!”

Page 33: 15 ways to improve your advertising

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?”

Page 34: 15 ways to improve your advertising

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”

Page 35: 15 ways to improve your advertising

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.”

Page 36: 15 ways to improve your advertising

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.”

Page 37: 15 ways to improve your advertising

THE BAD PROMISE

“At (business)….”

A. “The customer comes first.”

B. “It’s all about you.”

C. “You’re already approved for credit.”

Page 38: 15 ways to improve your advertising

THE BAD TIMELINE

“Right now, it’s…”

A. “Midsummer/midwinter/midnight madness.”

B. “Inventory clearance time again.”

C. “Once in a lifetime savings.”

Page 39: 15 ways to improve your advertising

THE BAD “BELIEVE”

“You won’t believe…

A. “our savings.”

B. “our selection and great variety.”

C. “our service.”

Page 40: 15 ways to improve your advertising

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.”

Page 41: 15 ways to improve your advertising

15 WAYS TO IMPROVE YOUR ADVERTISING

In 15 Minutes