by Chuck McKay | Jan 6, 2006 | Advertising / Marketing Strategy, Customer Sources
You have a new store. It’s ready to open to the public. What’s the first thing you should do? You should hang out a “Now Open” sign. People will drive by and see the sign. Some will walk in to see what you have to offer. Some will buy. Then, depending on that first...
by Chuck McKay | Dec 11, 2005 | Uncategorized
Ever heard that before? That an ad is so bad that it’s good?Usually the person making the statement is someone who’s not responsible for creating, or paying for, advertising. (These are the same people who will also recite that the important thing is to...
by Chuck McKay | Nov 27, 2005 | Uncategorized
Probably the best definition of selling I’ve ever heard came from Wizard of Ads© partner Steve Clark, who said: “Selling is the transference of confidence from the seller to the buyer.”Well, advertising is selling, isn’t it? Therefore, advertising should create...
by Chuck McKay | Nov 18, 2005 | Uncategorized
In addition to a couple of readers disagreeing that remote controls for car radios are designed for, and marketed to immature men, I also got this comment following last week’s essay on creating demand:”McKay, read your claim that advertising can’t...
by Chuck McKay | Nov 11, 2005 | Uncategorized
Phineas Taylor Barnum’s most enduring quote is “There’s a sucker born every minute.” I suspect he was right. But then, Barnum never expected to see the same customer twice.Hucksterism can create a sale, but it can’t create a market. Advertising can’t create a...
