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.
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.
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.
The results can be catastrophic. Even though there’s a psychological barrier to do so, stealing ideas from competitors is necessary. e.g In the late 80s-90s, Future publishing, a competitor to Dennis Publishing in the UK, started to put a playable electronic game with each magazine. Felix Dennis had no interest in paying huge fees to Sony or Sega to include their games with Dennis’s magazine. And so the team at Dennis did the Ostrich and kept their traditional way of doing things in the video games magazines. Future publishing started to get traction and sell more than Dennis in the … Continue reading The error of failing to emulate a winning idea pervades every industry at all levels.
It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. Always appear as a good fellow. Show a bright side, the happy, attractive side. -Scientific Advertising, p.107 Continue reading To attack a rival is never good advertising
People will do much to cure trouble, but people in general will do little to prevent it. Change your claim and stay away from prevention to bring many times the sales. -Scientific Advertising, p.62 Continue reading Prevention is not a popular subject
Some advertisers would not devote a whole campaign to educate about the use of a new product. Yet, they devote a share of the space to that subject. No one orange grower could attempt to increase the consumption of those fruits. -Scientific Advertising, p.60 Continue reading Don’t use advertising to educate. It will never be profitable
Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very different position. She knows your claims. She is interested in them, else she would not act. Plus, she expects to find the qualities you told (a bit of mental impression). By knowing what to look for, she will undeniably find it. –Scientific Advertising, p.38 Continue reading Don’t give free stuff. Ask people to ask for it
Advertising is salesmanship. The difference is only in degree. A salesman’s mistake may cost little, the advertising one may cost 1000x that much. -Scientific Advertising, P.9 Continue reading The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
E.g. if selling a dating advice product to men, saying “Have you ever been at a bar and met a hot blonde, got her number, she was so into you… then she didn’t call back?” Well, if your prospect is into brunettes & meets women on Tinder & only talks via text message, you just lost them. Instead: “Have you ever met a girl and it seemed like things were going GREAT… but then she stopped responding… and you couldn’t figure out why?” Any hetero man can fill in the blanks there, and make your statement their own. -Craig Clemens Continue reading MISTAKE : Describe something too specific
Roadmap to Billions 