Make advertisements pull better
My article in the recent newsletter generated lots of comments about advertising tactics. One email recommended the book 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.
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