“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That quote is attributed to John Wanamaker, a 19th century department store merchant, and it raises an ongoing challenge for any business owner: How do I know whether my ads are working? If you start your campaign without… Continue Reading
Category Archives: advertising
Features vs. Benefits: “What’s In It for Me?”
As a person with money to spend, your customer only cares about one thing when we boil down the decision to make a purchase of any kind: “What’s in it for me?” So when you write an ad for your business (or when you approve one that someone else writes for you), that’s the question… Continue Reading
Every Time Your Spot Airs
Every time your spot airs, you have 30 (or 60, or 15) seconds to make an impression. Every time your spot airs, no one else can use that time. Your competitor’s spot can’t air. It’s your 30 seconds, and yours alone. You have the stage. Make it count! Every time your spot airs, you have… Continue Reading
Crazy Eddie and Reach Vs. Frequency
I guarantee that readers from the New York tri-state area will remember these commercials with near-total recall. Crazy Eddie was a consumer electronics chain that operated in the greater New York area in the 70s and 80s. And before they went out of business (due to massive and multiple counts of fraud by the owners),… Continue Reading