Seven Secrets of Great Advertising

by John Howlett

(Westfield, NJ) Most advertising professionals know what makes great advertising. But they work in a volatile business and are generally afraid to talk about it – so they keep it secret. Whether they are employees in a company’s marketing department or an advertising agency, the risk is great. They could get fired if they do something outrageous and it fails.
On the positive side, they can also get promoted for exhibiting marketing genius! They could do this by developing an outrageous (is this the right word?) idea that helps catapult the company’s business. This is called “The Tipping Point,” which made its way into the popular lexicon after Malcolm Gladwell’s popular business book.
In the advertising business, it is the “Big Idea,” which is also the name of a hit cable TV show hosted by Donny Deutsch, one of the most famous “go for it” ad guys of the last 25 years. His mega agency does outrageous (another word?) and distinctive work for clients. He helps his clients sell a lot of their products, and in the process, makes himself and his partner’s very wealthy.
Unfortunately, few companies break away from the “follow the leader” mentality or the trendy “flavor of the day” thinking. It’s safer that way. It is also the reason why most advertising is ineffective and goes unnoticed. Just imagine someone having the courage to speak up and talk about what they know (secrets) about advertising. They take a chance knowing there is no guarantee of success.
Here’s seven simple secrets to get to great advertising.
Be Honest… Avis car rental did it 50 years ago by admitting “We Try Harder”because we’re number two.
Take a Stand… BMW “Ultimate Driving Machine” then delivered on the proposition with divine design and precision performance.
Customer Service… Commerce Bank, Convenient banking. Open Sundays. Wow! Number one in JD Powers Customer satisfaction.
Have Personality… Target Stores. The mass merchandiser makes it hip, cool and trendy to shop.
Sell Benefits… Seattle’s best in a highly competitive marketplace like coffee. You want to drink the best. They put the benefit in their name (not clear)
Focus… Verizon with “can you hear me now” is focused on superior cell tower distribution. Their strength vs. the competitor’s weakness.
Be Thankful… In a commoditized world the customer can buy from anyone, including your biggest competitor.

John Howlett is President of Aviza an advertising and marketing consultancy. To learn more about Aviza visit: www.avizagroup.com