Articles
Strategies On All Aspects Of Marketing And Advertising.
Quick Tips
Small Nuggets Of Information With A Focus On The Tactical Side.
Reports
'How To/When To/Did You Know' Reports On Everything Marketing.
Ad Evaluations
Methods To Determine If Your Marketing Will Be A Hit Or A Dud.
Marketing Quotes
Single Motivating Thoughts Of Wisdom
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Ad Evaluations
60 Second Ad Evaluation
Grab an advertisement or marketing piece from your company (a yellow page ad, print ad, trade show material, etc.) and run it through these three Platitude Evaluations.
1. Well I Would Hope So!
Does your prospect expect you to say what you've said? If so, it's a platitude. For example, a local dry cleaner uses most of an ad space listing dry cleaning services that they provide ... but if you're a prospect, wouldn't you expect them to say "We can clean, press, iron or starch your clothes?" So why spend valuable ad space stating the obvious?
2. Cross Out/Write In Evaluation
Cross your name off your ad and write in the name of your competitor. If the ad is still valid, it fails the test!
3. Who Else Can Say That?
Could your competitors say the same things you've said? Not, can they DO what you do, but can they SAY what you say? Words like great service, high quality, professional, fastest, lowest prices, etc. fail to impress because any business can (and most do) use them.
When you make any advertising claim, don't think about it in terms of coming out of your mouth. Instead, think of it in terms of it entering your prospect's ears. If you do this, you'll realize how ridiculous, non-compelling, boring and flat-out stupid much of the advertising you see and hear sounds.
What we're trying to accomplish here is simple. We want to know whether or not your marketing is going to work. Use this evaluation, and others, to judge anything you write - headlines, sub-headlines, body copy, whatever.
Ad Evaluations Index
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