Helping Your Small Business Find Its Voice
That’s the mantra I try to carry around with me all the time. It’s basically a variation on the old adage, “The best is yet to come.” I’ve had some great days over the years – whether they were great work days, great personal days, or whatever – and I’ve had some really crappy days. […]
Major pet peeve of ours: TV commercials with no words in ’em. Your ads are supposed to sell, so use both video AND audio to craft as strong and compelling a sales message as possible. I haven’t seen a “video-only” TV spot yet whose message couldn’t be strengthened with the addition of some copy. At […]
As you prepare the next round of creative for your business’ advertising campaign, here’s something to think about to help you craft your message. Treat your advertising as a mirror, and let your customers envision themselves in your store, using your product or service. Many ads “feature” a business’ storefront, its shelves, its selection of […]
This clip from Sesame Street first aired back around 1988. I first saw it at Boston University in Walter Lubars‘ “Writing for Broadcast Advertising” class in around 1992. Yeah, we watched Sesame Street in college. Apart from being really catchy, and having a great celebrity cameo roll call, there’s a great lesson here. Each of […]
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 […]