Do Your Ads Obey the Law?
The first law of advertising is quite simple: Thou Shalt Not Be Boring! And there are really only two ways to avoid breaking that law.
Just because that’s how things are done doesn’t mean it will work for you or your customers.
A pure lead gen focus leaves you a slave to natural demand cycles, and Google advertising auction prices, which is neither consistent nor affordable.
In 2004 my boss excused our poor sales performance on the Iraq war. Before that, it was a hurricane. And before that, it was the dot com bubble.
Netflix better take care not to fall for the same mistakes Mr. Goizueta made with the launch of New Coke.
The real trick is to learn how to read between the lines and ascertain the root objection.
Imagine somebody wants to document your (presumably) unique company culture. You invite her to one of your morning meetings. Now, does her observation confirm or contradict your ads?
Some of you are trying to achieve a goal. That goal has an aspect of time. To double the sales volume by 2025… To buy our biggest competitor by the end of year…