In the same way that a highly creative ad will lift sales (if only for a short period), some products succeed with really mediocre advertising – in other words they succeed in spite of their advertising.
Remember the adage, “a gifted product is mightier than a gifted pen.”
The only thing advertising can sell is the idea that, very possibly this merchandise fulfils the consumers’ needs and that they are persuaded to find out more, so they buy. That's ALL advertising can do.
When we talk about the purpose of advertising we mean just this. If advertising can accomplish this purpose, it has done all that can be expected of it.
The importance of descriptive copy and factual illustration cannot be overestimated. We have to be realistic and honest in our approach.
WE HAVE TO SUPPLY THE BASIS ON WHICH THE READER BUILDS, VIA HIS OWN IMAGINATION, THE DESIRE FOR THIS MERCHANDISE.
Those advertisers who can influence the readers’ imagination most effectively are the ones that get the merchandise sold.
Not that the physical advertisement made the sale. It didn't. It provided the basis.
The concept, or idea, may take five seconds, five hours, five days or even five months to develop. It may even mature into something even more brilliant over a number of years as consumers become familiar and comfortable with it.
One of the first things to remember is not to look about too much. Of course you have to be aware of what your competitor is doing and seek out chinks in his armour and then take him head on.
But if you spend all your time looking at the brands above you and the brands below you, there's a good chance you'll overlook the really important brand – you own.
The advertising industry is littered with people forever running around screaming in blind panic about what the competitors are doing. You see them every day racing down management corridors clutching the latest competitive brochure or advertisement. During my career, I've seen dozens and dozens of them. These are generally people with low self-esteem (and make lousy poker players).
Relax. Concentrate on your product. Having made your decision, don't allow anyone to put you off your stroke. Remember that for every weak manager in your organisation whose knees are trembling he has a counterpart in your competitor’s office, who's running around their corridors with your ad clutched in his sweaty hands, sobbing about the sun falling out of the sky.
And when you creative idea is poached by a competitor, don't worry about that either. I forget who said this, but it makes a lot of sense; “I don't mind people copying what I've done because the one thing they can never do is copy what I'm about to do.”
Get your product right and then, in total confidence, promote the hell out of it.
Read my blog (brewersdroop.co.za) or see what other amazing things we do at brewers.co.za
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