15 ways to improve your advertising

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This powerpoint was part of a presentation called "15 Ways To Improve Your Advertising In 15 Minutes".
It was presented to business leaders at a conference in Charlottetown, PEI in October 2011.

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15 ways to improve your advertising

  1. 1. 15 WAYS TO IMPROVEYOUR ADVERTISING In 15 Minutes By Steve Jones
  2. 2. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.
  3. 3. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.That’s the harsh reality. People’s lives are busy and they have a lot tothink about. Very little mental real estate is dedicated to whateverproduct you have to sell. It matters to you, but it doesn’t matter toanyone else until you make it matter to them. Start your advertisingwith the realization that nobody cares. Go from there.
  4. 4. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do.
  5. 5. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do.People don’t buy toothpaste. They buy fresh breath, healthy teeth, andsocial acceptance. Sell people an experience instead of a product. Inother words, talk about the benefit of your product, not the productitself or it’s various attributes.
  6. 6. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.
  7. 7. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.Every ad starts the same, sounds the same, and disappears into theclutter. Be brave. Get my attention. Throw out words and phrases thatforce my mind to engage. Your opening line better rock, because if itdoesn’t grab me you are just wasting your money.
  8. 8. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.
  9. 9. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.The world is full of them. We tune them out. They are garbage wordsand you should eliminate them from every piece of advertising.
  10. 10. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.5. Find your unique voice.
  11. 11. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.5. Find your unique voice.Your commercials should sound different than your competitors, notsimilar. Use different voices. Find your unique voice. It doesn’t have to beperfect, it just needs to be uniquely yours.
  12. 12. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.5. Find your unique voice.6. One topic per ad.
  13. 13. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.5. Find your unique voice.6. One topic per ad.If you try to say everything about your business in one ad, you’ll end up sayingnothing. Focus on one attribute per ad. Run multiple ads for multiple attributes. Butremember… the fewer attributes the better! Focus!
  14. 14. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.5. Find your unique voice.6. One topic per ad.7. Develop your style guide.
  15. 15. 15 WAYS TO IMPROVE YOUR ADVERTISING1. Accept that nobody cares about you.2. Products don’t matter. Experiences do3. Nothing happens until you get my attention.4. Kill the cliché.5. Find your unique voice.6. One topic per ad.7. Develop your style guide.Use unique voices, music selections, and audio logos to create a consistent style guideacross all of your advertising. Change how you tell the story, but not the story itself.
  16. 16. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.
  17. 17. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.Don’t be fooled by the amount of in-store traffic generated bytransactional customers looking for the best price. Successful brandsattract relational customers who don’t bicker and don’t shopelsewhere. Establish a solid brand. Too much advertising todayfocuses on specials and discounts and events, not on branding.
  18. 18. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!
  19. 19. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!Your award-winning creative concept doesn’t matter unless it forces acustomer to take action. Unless it moves someone to take action, itfails.
  20. 20. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.
  21. 21. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.Forget about the old phrase “cause and effect”. In advertising, put theeffect first. Start with the impact on the customer. What matters tothem? The details can wait.
  22. 22. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.
  23. 23. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.Great advertising captures share of voice, which leads to share ofmind, which leads to share of market. Buy up all day Sunday. Run adsevery hour from 6pm to 6am. Dominate something, even if it is an off-prime time of day. You’ll have less competition for share of voice.
  24. 24. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.12. Advertise in slow season.
  25. 25. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.12. Advertise in slow season.Everyone advertises when high season comes around, but purchasing decisions areoften made (subconsciously) long before that point. Be top of mind by advertisingin slow season, when your competitors aren’t. You’ll capture more share of mind(see point #11 above).
  26. 26. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.12. Advertise in slow season.13. Market your niche.
  27. 27. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.12. Advertise in slow season.13. Market your niche.Business want to legitimize by promoting what makes them similar. It apparentlybuilds credibility. Forget it! Promote what makes your business different. Seek out aniche and focus your advertising on your unique difference.
  28. 28. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.12. Advertise in slow season.13. Market your niche.14. Remember the curse of knowledge!
  29. 29. 15 WAYS TO IMPROVE YOUR ADVERTISING8. Don’t forget your brand.9. Motivate someone to take action!10. Understand the effect/cause relationship.11. Dominate something.12. Advertise in slow season.13. Market your niche.14. Remember the curse of knowledge!You know too much about your business. You are therefore uniquely unqualified to write yourown commercials. Talk to people who don’t know about your industry or field. Avoid the nastycurse of knowledge and put your business into words that everyday people can understand.
  30. 30. 15 WAYS TO IMPROVE YOUR ADVERTISING15. A real-time experiment… Creating the world’s worst radio commercial!
  31. 31. 15 WAYS TO IMPROVE YOUR ADVERTISING15. A real-time experiment… Creating the world’s worst radio commercial! Simply choose A, B, or C from each of the following slides to write your own tired and cliché- ridden commercial.WARNING: This will frighten you… because you hear commercials just like it every single day! Credit: http://www.danoday.com Dan used to have a similar “bad commercial generator” on his website although it appears to have been taken down.
  32. 32. THE BAD BEGINNINGA. “Hey (product) enthusiasts!”B. “Say, do you need (product or service)?”C. “Attention (city or town)!”
  33. 33. THE BAD QUESTION“Are you...”A. “looking for a great deal?”B. “interested in quality (product) at discount prices?”C. “tired of being ripped off?”
  34. 34. THE BAD DEADLINE“At (business), you can save because…”A. “it’s inventory time, and we’d rather sell it than count it.”B. “the boss is away.”C. “the new models/stock are about to arrive”
  35. 35. THE BAD SLOGAN“What’s the (business) advantage?A. “Our people make the difference.”B. “Drive a little, save a lot.”C. “We’ve been in business 46 years.”
  36. 36. THE BAD DESCRIPTION“Plus, at (business), you’ll find…”A. “Friendly knowledgeable staff.”B. “Everyday savings throughout the store” / “Everyday storewide savings.”C. “Service second to none.”
  37. 37. THE BAD PROMISE“At (business)….”A. “The customer comes first.”B. “It’s all about you.”C. “You’re already approved for credit.”
  38. 38. THE BAD TIMELINE“Right now, it’s…”A. “Midsummer/midwinter/midnight madness.”B. “Inventory clearance time again.”C. “Once in a lifetime savings.”
  39. 39. THE BAD “BELIEVE”“You won’t believe…A. “our savings.”B. “our selection and great variety.”C. “our service.”
  40. 40. THE BAD CLOSE“Don’t forget… that’s (business)…A. “For all your (service or product) needs.”B. “Your one-stop shop for everything (product or service).”C. “Call 628-4175 or visit us at 29046 University Avenue Suite 137 andmention this ad to receive 10% off any regularly priced item.”
  41. 41. 15 WAYS TO IMPROVEYOUR ADVERTISING In 15 Minutes

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