1. Great
advertising looks more like the buyer than the seller.
It speaks directly to your customer's needs
rather than relying on boastful claims.
It's easy to list your
product's features. |
It's tough to tell your
potential
customers in a concise way how
those product features
translate into benefits for them. |
2. Great
advertising helps your product look unique.
It's easy to do unique
advertising that calls
attention to itself. |
It's tough to create clear
communications that uniquely and
powerfully position your product in
the market place, as well as in the
minds of your potential customers. |
3. Great
advertising looks like marketing.
It's easy to put
together glossy fluff
and catchy clichˇs that
masquerade as selling
communications,
but miss the mark. |
It's tough to do the necessary
homework. It's tough to do the market research and benchmark studies that tell you
what your customers really think. It's tough to establish clear, quantitative, long
range objectives and tight but complete budgets. It's tough to target the most
responsive audience and identify the most cost effective media for your message. It's tough, but it pays off. |
4. Great
advertising looks like a great idea.
It's easy to understand that great advertising is 99% perspiration
and 1% inspiration. However, it is also easy to
get bogged down in the essential mechanics and forget the crucial 1%. |
It's tough to turn information
into imaginative communications. Great advertising unites good marketing and a great
communications idea. The creative approach is the 1% spark that makes the 99% explode in
your prospect's mind. |
5. Great
advertising looks like it's for a great product,
from a great company, with great marketing
communications support.
It's easy to find
an ad agency. |
It's tough to find a great
marketing
communications support group.
It's tough, but for the sake of
your bottom line, don't settle for
anything less than greatness. |
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