by Chuck McKay | Jan 29, 2007 | Ad Writing / Copywriting, Advertising / Marketing Strategy
For years I’ve said (and I have not been kidding) that the problem with most advertising is it’s written by the advertiser. A typical small business ad makes a major feature of the name of the business. In newspaper the tendency is to make the business name the...
by Chuck McKay | Jan 21, 2007 | Uncategorized
I understand how you feel. I do. You’re paying for your advertisement to be seen / heard / read / viewed by 40,000 people. And the cost of reaching that many people is sooooo high, that you’re going to add copy points, then add more copy points, and then add even more...
by Chuck McKay | Jan 13, 2007 | Uncategorized
Does your business have a Unique Value Proposition (U.V.P.)? The strategy I’m about to share requires one. DO NOT attempt this if you can’t articulate a very compelling reason for people to conduct business with you, rather than with than a competitor.You’ve, no...
by Chuck McKay | Jan 7, 2007 | Uncategorized
Dear Advertising Fairy:Thank you for the wishes you granted last year. I’m happy that the “Lost another loan to DiTech” banker appears to be gone. And, although I’m still waiting for you to eliminate those stupid TAG Body Spray storylines that so blatently rip off the...
by Chuck McKay | Dec 28, 2006 | Uncategorized
It’s an old folk saying. “Familiarity breeds contempt.” It’s a warning that we can learn too much about each other, and not like what we find.But, what marketer wouldn’t go to excessive lengths to create more and more familiarity with his company? After...
