Nine Simple Secrets of Great Advertising

Posted by Don Sexton on 4/6/2007 at 8:26 AM
Posted in Marketing, Entrepreneurship

The television show I was watching last night was punctuated by some pretty crazy ads. I saw flying cars and a talking toilet.

To judge from those ads, you might think that you need to be a creative advertising genius to get your customers to buy anything from you. Not so. These classic approaches can get your message across simply, without breaking your advertising budget:

Target the competition by giving facts about why your product or service works better, costs less, or has other basic advantages.
Just show your product attractively. (This doesn’t work if you have an ugly product.)
Showcase your brand. Just remind your customer about the positive attributes of your brand while you display your product.
Use testimonials from satisfied customers.
Have a celebrity or expert endorse your product.
Simply remind customers to use your product if they have not been doing so lately. Sometimes they forget that you are there.
Provide a toll-free number to make it easy for customers to make an impulsive decision to contact you.
Give a slice of life by showing people using your product in real-life situations.
Offer discounts, gifts or special promotions.

It’s all simple stuff, but these days simplicity can make you stand out from the advertising clutter. I think that most people are getting a little tired of talking toilets and flying cars anyhow. Aren’t you?

Note from Michael Sexton, President of Trump University: To learn more marketing strategies that work powerfully for smaller businesses, be sure to enrol in Dr. Sexton's Marketing Mastery Program from Trump University. Classes are forming now.

Donald Sexton, PhD, is Trump University’s faculty member in marketing and sales. He is also Professor of Business at Columbia University and President of The Arrow Group, a leading marketing consulting group. Dr. Sexton teaches The Marketing Mastery Program at Trump University.

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5 Comments Post a comment

Posted by member1366890 on 04/06/2007 3:26 PM

Hi, hi speaking toiletes!
It reminds me on anticellulit cremas and comercials for woman.
Why not invent disappearing cream, you put it on woman and she disappears!

***Gonne with the wind*** cream
You don9t need divorce, for intance!
Just wait for perfect weather:-)

Ina Matijevic***

Posted by member1499085 on 04/07/2007 3:00 PM

I liked your article. I am just wondering why companies are unwilling to listen or move forward with a suggestion that customers may have that could generate sales for them and their products. I would think that there are times where consumers are in a position where they could offer valuable insight to what other customers may be looking for in terms of value added. A few days ago, I submitted a suggestion to Domino's Pizza at their website. Today I received their reply stating they have a policy where they don't accept, consider, or review unsolicited ideas or suggestions.....It's not like I'm looking for a piece of the pie or any thing......rickyl

Posted by member1427389 on 04/10/2007 4:04 PM

RickyL - Due to the litigous (sue-happy) nature of our society, many companies, musicians, writers, etc. make it a policy not to accept any unsolicited material or suggestions to avoid a potential law suit ("Hey, they stole my idea!") down the road. Sort of too bad in one way. On the other hand, your creative thinking could provide you with the start of something great. Don't give up!

Posted by member1501252 on 04/10/2007 4:08 PM

Thank you Don Sexton for your blog, it is great to have such impressive people giving out free advise.
I use few words to put my point across. People are busy and often don't have time to read alot of information. Put your message across with images. Diana Moore ~ NEW ZEALAND http://www.artschoolnz.com

Posted by member1516121 on 04/10/2007 5:31 PM

Hi Don,

I enjoyed your article very much. We have lots of fun in our house when we watch an ad to see if we can actually remember the product being advertised, or merely the crazy antics on screen to promote it!

One ad we watched recently showed children walking a goat on a lead here, there and everywhere (even showed the goat sitting on the mantlepiece at home!) Right at the end, you see the children (not the goat) eating yoghurt. Duh?? We couldn't quite get it, although the ad was entertaining. The really funny thing is: we can't remember the brand of yoghurt!

All those advertising dollars wasted, but we just keep laughing!

Linda

p.s. very funny comment Ina, but let's be fair/honest here: more men need that disappearing cream than women!

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