"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?
There’s a real danger in the word “modernizing” your marketing because we tend to immediately leap towards thoughts like, “Well, I need to be on Snapchat.”
Nobody knew bad breath was a destructive social ill until Gerard Lambert pointed the blinding spotlight of his ads at the dangers of halitosis as a means of selling Listerine.
That day, my dad gave me the tool I needed to successfully check the pressure of tires. On the same day, he also gave me the greatest tool for customer service. “Aaron, the best way to make better tips is to stop thinking about them.”
“Those who build great companies understand that the ultimate throttle on growth for any great company is not markets, or technology, or competition, or products...”