7 rules of effective retail advertising

Several of you asked me recently for advertising tips for retailing. And since I don’t write retail copy, I turned to my pal Brian Croner, who was kind enough to provide these “7 Rules of Effective Retail Advertising.” 1–Hard sell out-pulls soft sell. An independently owned store doesn’t have the ad budget of a big

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The Death of Advertising

Word-of-mouth marketing has always been more powerful than paid advertising, simply because people believe their friends more than they believe advertisers. Social networking multiplies your ability to share your opinion about a product exponentially. According to a study by Jupiter Research, online social network users are 3X more likely to trust their peers’ opinions over

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Save Money When Hiring Ad Agencies

If you want to save money when hiring ad agencies, use a small agency (50 or fewer employees) instead of a big agency (over 500 employees). According to an article in Avertising Age (10/5/09, p. 26), chief creative directors at big agencies bill at $964 an hour — almost 4X more than the $271 an

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Should The Monster Burger Be Banned?

My friend DH, a retired copywriter, once said he would take on any product except those that are illegal, immoral, or fattening. A new hamburger now being sold at the stadium of a minor-league baseball team — the West Michigan Whitecaps — surely falls into the third category … and maybe even the second. The

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Can You Create a Better USP Than This One?

A local furniture retailer here features his rather sleazy looking self and his cute little kid in a TV commercial where together they proclaim, smiling, “We have the BEST furniture!” And that’s the whole of their sales pitch and unique selling proposition (USP) — that they have the best furniture. Well, best may sound good

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No One Reads Long Copy, She Says

JS, a subscriber to my e-newsletter The Direct Response Letter, writes: “I have been reading a lot of your promos as well as those of many other of the [marketing] columnists and writers. All of them (the promos or letters) are very long. I would think in today’s busy world that people don’t want to

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A New Idea for Radio Advertising in the Internet Age

I just heard a radio spot for Tony Robbins offering an interesting twist on using the web for fulfillment. Instead of sending the listener to a URL on the web, the commercial tells you to call toll-free 800-503-3980 and leave your e-mail address on the voice mail. They promise to send an e-mail to your

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Madison Avenue Agency Fails Advertising 101

Last night I saw a Burger King TV commercial in which two guys dressed in hamburger costumes go to Wendy’s to order hamburgers, only to conclude that Wendy’s doesn’t offer burgers as good as BK. The primary visual displayed on the screen throughout most of the commercial is the giant Wendy’s sign in front of

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