Direct Mail Marketer

Be imaginative

What is the best way to kill a great front campaign? Take too seriously. Advertising is not rocket science. You shouldn't need a degree in physics to create or understand advertising.

And you should never, ever, under any circumstances, kill a publicity because it is not quite literal. On the contrary, if you find that your ads are too literal, you must destroy all and start fresh.

Are imperfect pieces of scrap? No, but an advertisement under the title "Lemon" gets your attention, it does? It gives you want to read the story, what happens to explain how the particular car advertising would never be be led as VW concerned so it weeds on lemons so you get never a bad car. Think about what the opportunity would have missed if people from Volkswagen had only global too literally.

Think of it this way. Why people read an advertisement or watch a commercial? The majority do so because they find their entertaining and informative. If your ads are all information and any entertainment, you have lost your budget.

It's not to say that advertising must be created solely for entertainment purposes. Once again, a great advertising is entertaining and instructive. The entertainment value should be derived from a feature of your product or brand. In other words, what you're selling should be the star of the show. Fairly simple sounds, but it is often difficult to balance. This is what makes it so fun advertising.

The amount of information your audience really need? What kind of story that they can find fun? It must be requested and answered from the beginning so that when you are eventually presented with an advertisement or campaign, you can judge the work in accordance with these guidelines predetermined questions.

A good campaign will reach your target audience and talk to them on a personal level. This has a significant effect on your sales and reputation. A large advertising campaign will be more than that. It creates a buzz to your target audience.

Apple Computer "1984" commercial run only once. It is always a spoken of commercials but rebroadcast on every mainstream media spectacle and written to in all major newspapers for the weeks and months. And nothing of it cost Apple nothing more than a simple purchase of TV.

It is worth noting that Apple Super Bowl commercial has helped make the company a household name and created a tremendous demand for the new Macintosh - computer but never shown advertising product or explained all the details about it.

BMW Mini Cooper is one of the first cars to be introduced to the United States with no TV advertising. Blasphemy! Instead of this, they bolted Department for roofs are seen and led the around in large cities. They have created large guerrilla promotions and deadpan, interactive printed advertising billboards. More importantly, they have created a client waiting list could not wait to get a mini.

Companies who think more broadly become larger. This is a self-fulfilling cycle. If you think just as a local transaction, you miss the opportunity to expand the regional, national level or even internationally. Your advertising campaign must take into account the direction of your business – even if you're still not there.

Yourself and your organization to think over wholesale. •

This paper presents the third of the twelve steps. Challenge yourself, your staff and your agency advertising to revolutionize your ad program. If you missed a previous step, please contact the author to obtain a free copy. And don't forget, every revolution begins with one step.

Jeff Berney is idealistic freelance, brand evangelist and author. He can be reached at the jeff@jberney.com