Make advertisements pull better

My article in the recent newsletter generated lots of comments about advertising tactics. One email recommended the book Which Ad Pulled Best? Grounded in research, the book offers this advice: 1. Name the benefit. Be specific about it. 2. The product is the big benefit. Tell what it will do. 3. Make it easy for consumers to visualize the benefit. Keep your advertisements simple. 4. Emphasize the benefit as much as possible. 5. Don't obscure the benefit. The cute, the catchy, or the tricky won't work. 6. Get personal about the benefit, but don't get personal without a purpose. 7. The benefit is not always rational. These recommendations are directly applicable to positioning which, of course, drives advertising. Use this list to evaluate your positioning documents. Techno-jargon may make sense for reaching a technical buyer but even then the jargon must be articulated in a form that delivers benefit to the buyer.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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