Stop worrying about the colour of your logo, the size of your ad, or the shares on Facebook. When it comes to business, your job is to sell happiness. And the best happiness that is long lasting and unbreakable is through the use of Oxytocin.
These are product, service, channels of distribution, relationships, reputation/image, and price. However, not all differentiation strategies are equally effective.
Give people a list of random words to read, take the list away, then ask how many words each person can recall. On average they’ll recall three words. But this technique increases it to nine.
I haven’t met you and I already know you have an awareness problem. A sloppy ad-slinger will gloss over awareness. It’s treated as a “given.”
"Is this that transactional-relational thing?" “I think so. Her business should be relational." “Why?" "We’ve been taking Buffy to our groomer for 10 years. You ever bathed and brushed a Bichon? Our groomer isn’t the cheapest. But I never miss an appointment."
Before the launch of the campaign, Absolut sold just 20,000 cases annually in the U.S. By 2008, they were selling 11.8 million cases per year.
These rules will help you create a custom-fit, true-to-life ad campaign to attract customers who naturally gravitate to your values and way of doing business.
You need 4 things… (1) A good steady flow of new customers. (2) A good steady flow of repeat customers. (3) Referrals. (4) Positive Word of Mouth (and this includes social media)
The more we treasure something, the higher our emotions run in relation to it. Tell a mother how ugly her baby really is and you’ll see what I mean. And this is a very useful phenomenon for the ad writer.
"Mike, look, the post office is hiring,” Bob tipped his head at the encased poster, “but you're past the age limit." "Hey Bob. Yeah, you wouldn't get away with a recruitment ad like that these days." Mike smiled.
The things we are hardwired to find unignorable and “fascinating” involve the (mostly social) triggers first discussed and popularized by Sally Hogshead.
Yes a few customers will take advantage. Get over it. A Courageous Offer opens up the customer floodgates. The money of the many will wash away the bad taste of a few.
America has always sorted its mail over a trashcan, and now just as ruthlessly sorts, filters, and dismisses every other incoming stimuli. Modern life demands it.
You need all four... (1) A Big Idea (2) Nuts and Bolts (3) Entertainment (4) Hope. The last is the easiest to overlook… but it’s the most important.
Are your ads letting the imagery and the story-logic do the persuading and selling? Or are they relying on whacky creative that’s actually counter-productive?