Tag Archives | ads

REPEATING YOURSELF ISN’T A BAD HABIT

I’ve noticed that many companies exhibit an unusual paranoia about repetition. Once they mention something in an ad, a brochure, or on a website, they don’t think they should mention it again. I’ll often hear them react to a recommendation by saying “we promoted that already” or “we already told our customers that.” The same […]

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OUT-OF-TOWN AND CLOSE-TO-HOME

In my last post, I bemoaned the out-of-town printer that misspelled “Fishers” as “Fishus” on a pizza ad. Some would suggest that mistakes like that are proof that out-of-town service providers just can’t be as accurate as local folks. But an ad I created for a Louisiana bank back in my ad agency days proves […]

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THAT NOT-SO-FRESH FEELING

I entered the advertising industry at about the same time that women began to play a much bigger role in the field. It was long enough ago that the only way for a woman to break in was behind a typewriter (yes, we still used those) as a secretary (yes, we still called them that). […]

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JOE SWITCHED THE BREAD

One of the most inane commercials I’ve ever seen dates back to my much younger days and a product called Beefsteak rye bread. I’d guess that it was somewhere in the early 70s, and while that time may have been considered creativity’s golden years, this one was as leaden as they get. The scene was […]

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ARE YOU TELLING THEM WHAT THEY ALREADY KNOW?

Are you wasting precious time in ads, direct mail, and brochures telling prospects what they already know? Instead, tell them what matters. Talk about benefits, not features. Don’t say your product uses a three-handled veeblefetzer unless you can explain what that will do for them. “The three-handled veeblefetzer lets you core twice as many radishes […]

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