Establish a personality in your ads.
Personalities appeal, while soulless corporations do not. All of us love to study men and their accomplishments. -My life in advertising, p.93 Continue reading Establish a personality in your ads.
Tag: advertising
“We Will Buy” is a much better headline than “10-Cent Cake Free”
This plan has many advantages over a “free” offer. It is much more impressive, for one thing. There is a considerable difference in the psychological effect when you offer to buy an article for a woman to try, and pay the dealer his price for it,as compared with offering that article free to all. The “free” offer cheapens a product. There is a certain resistance when we ask people to afterward pay for a product which came to them first as a gift. -My life in advertising, p.85 Continue reading “We Will Buy” is a much better headline than “10-Cent Cake Free”
People read your story once, they might never read it again…
Make it a complete story. People have no reason to read it again. So I wish them to get in that one reading every convincing fact. Of course, any story grows monotonous and boring to the man who reads them all. But this is not the case of your customers. -My life in advertising, p.76 Continue reading People read your story once, they might never read it again…
Show the trend, show what the crowds are doing.
People are like sheep. They cannot judge values, nor can you and I. We judge things largely by others’ impressions. People follow styles and preferences. We rarely decide for ourselves, because we don’t know the facts. But when we see the crowds taking nay certain direction, we are much inclined to go with them. “I showed in my advertising how the crowds were going to Overland automobiles. I told how the demand had forced a bankrupt concern into solvency.” -My life in advertising, p.75 Continue reading Show the trend, show what the crowds are doing.
The advantage of making specific claims.
Generalities make no more impression than water on a duck. To say. “Best in the world”, “cheapest in the long run”, etc. does not create conviction. But when we make specific and definite claims, when we state actual figures or facts, we indicate weighted and measure expressions. We are either telling the truth or a lie, people don’t expect you to lie. -My life in advertising, p.72 Continue reading The advantage of making specific claims.
Describe a gift, and some will decide that they want it, more will decide that they don’t. But everybody wants a secret gift.
There are things to considerin such an offer. The gift must not be disappointing. It should be somewhat better than customers are led to expect. -My life in advertising, p.69 Continue reading Describe a gift, and some will decide that they want it, more will decide that they don’t. But everybody wants a secret gift.
Tell the same story that any rival could have told, but all others thought the story was too commonplace.
In advertising Van Camp’s pork and beans, Claude told of their steam ovens where beans are baked for hours at 245 degrees. That is regular practice. They told how they boiled beans in soft water to eliminate the lime which make skins tough. -My life in advertising, p.66 Continue reading Tell the same story that any rival could have told, but all others thought the story was too commonplace.
In advertising, make appeals overwhelming, almost resistless
Very few people will cheat a square deal. Try to hedge or protect yourself, and human nature likes to circumvent you. But remove all restrictions and say, “we trust you”, and human nature likes to to justify that trust. -My life in advertising, p.57 Continue reading In advertising, make appeals overwhelming, almost resistless
Treat people in advertising as you treat them in person.
Consider the person who stands before you with certain expressed desire. However big your business, get down to the units, for these units are all that make size. -My life in advertising, p.53 Continue reading Treat people in advertising as you treat them in person.
Sell service, never ask people to buy.
I never ask people to buy. I rarely even say that my goods are sold by dealers, I seldom (rarely) quote a price. The ads all offer service, perhaps a free sample or a free package. They sound altruistic. But they get a reading and get action from people seeking to serve themselves. -My life in advertising, p.47 Continue reading Sell service, never ask people to buy.
Roadmap to Billions 