Justin Halpern isn’t the only one privy to frank, off-the-cuff insights delivered with sardonic wit. As a Wizard of Ads partner and Monday Morning Memo subscriber, I have the immense privilege of receiving 200-proof advertising wisdom delivered via pithy remarks straight outa Roy’s pen.
When I come across these how-to-advertise-in-the-real-world epigrams, I write them down for frequent review. And for “Friday Fun,” I’m going to share a baker’s dozen of them.
- Details and specifics add credibility. Names! Dates! Problems! Solutions! Anything less is an unsubstantiated claim and will be summarily dismissed by the customer.
- …the job of a slogan isn’t to be comprehensive… The job of a slogan is to break the ice, position the company, and gain the interest of the listener so that they want to know more.
- The subconscious is not only real, it is powerful. It is in the subconscious and in the unconscious that brand essence resides.
- “Visual imagery of positive outcomes.” This is the heart and soul of selling.
- [You] can’t sell happiness unless UNHAPPINESS is the default option.
- To sell volumes of anything, you have to name the price-point the prospect was planning to spend, then describe something he can buy at that price-point that exceeds what he was expecting to find.
- The challenge isn’t to make the customer understand. The challenge is to learn to think like customers – it’s faster, cheaper, and more effective.
- “I don’t want to see your business from your perspective.”
- …meaningful differentiation – relevance and credibility. That’s what marketing is all about.
- PROBLEM: Selling health is a bad idea. Most people already have health. If they keep their health, they’re not going to give you any credit for that. Health isn’t measurable unless you’re currently sick and this regimen cures you. As I said before, weight loss and body shape are measurable. Does this program accomplish those things?
- The strongest lines are always the ones about the customer.
- Always satisfy the left brain when you can. It holds veto power when the right brain wants to do something that is obviously dangerous or foolish. No, I’m not saying that logic trumps emotion. I’m saying only that lazy writers too often try to work the heart because it’s easier. They’re unwilling to do the research and hard work required to satisfy the mind.
- “Clarity is the new creativity” is simply my way of saying, “Cut the poetic crap when the subject requires some explanation.” Too many people in the past have used the Monet technique of impressionism to “bluff with fluff” when the client would have been better served if the writer had delivered a little more information.
And there you have it. Any one of these would be a great jumping off point for an entire post, so if one catches your eye or you’d like some elaboration, let me know in the comments.