Doing business without advertising is like winking at a girl in the dark. You know what you’re doing, but nobody else does.
Advertising is about solving business problems. It is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and online. To succeed, an ad (or a person or product, for that matter) must establish its own unique personality, or it will never be noticed.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders. Advertising says to people, “Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.”
Being in advertising is like walking into a pub in a new town and wanting to talk to all the people at the bar. If you go dressed like a fool or you’re trying too hard to be liked or you don’t understand what they’re talking about - they’ll ignore you. So when executing advertising, it’s best to think of yourself as an uninvited guest in the living room of a prospect who has the magical power to make you disappear instantly.
Plan the sale when you plan the ad. Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. The job is to bring the dead facts to life. The more informative your advertising, the more persuasive it will be. Don’t get stuck, get information. You have to know everything about the product in order to say something significant about it. By knowing the product, the competition and the people who will buy or use this product. There may be 15 important things to say but you must separate out those things and only communicate what will be perceived as a benefit.
The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly. Go against the grain. When everybody yells, whisper. When everybody is running, walk. Trends are what’s already been done.
Forget words like ‘hard sell’ and ‘soft sell.’ Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you’re saying it like it’s never been said before.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.
The best ad is a good product. No matter how skillful you are, you can’t invent a product advantage that doesn’t exist. And if you do, and it’s just a gimmick, it’s going to fall apart anyway. A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad. Never write a cheque with your advertising that your product can’t cash.
There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.
There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules... but there’s one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion. It is a subtle, everchanging art, flowering on freshness and withering on imitation; where what was effective one day, for that very reason, will not be effective the next, because it has lost the impact of originality.
Curiosity about life in all of its aspects is the only secret about creativity. Anyone who can talk is able to write. Anybody who is able to see is able to visualise. And anybody who can think is able to have ideas. So why should you choose Trumpet to do your advertising? It’s simple; if great advertising is what you want, we believe we have the talent to produce it. We are passionate about it. We are dedicated. And we don’t give up until we know we’ve done our very best.
Thanks for taking the time to read this. Most of the copy here are quotes from advertising legends Bill Bernbach, Leo Burnett and David Ogilvy. If you’ve read this far, they must inspire you too! That’s a good thing to have in common.
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