by Chuck McKay | Dec 28, 2021 | Minimizing Risk, Unique Selling Proposition (USP)
Zebra losing its stripes. You’re a lion. It’s dawn on the Serengeti. The hunger pangs of three days without food are becoming impossible to ignore. Off in the distance is a herd of zebra. You’re down wind. You can smell the herd but they can’t smell you. You crouch...
by Chuck McKay | Nov 24, 2021 | Buying Stages / Sales Conversion, Unique Selling Proposition (USP)
Is this a good ad? Does it make you want to buy a can of John’s Tomato Juice? A good ad would. A good ad would catch the attention of someone who wanted tomato juice, and offer compelling reasons to choose John’s brand. But this ad? People expect tomato...
by Chuck McKay | Dec 15, 2015 | Ad Writing / Copywriting, Unique Selling Proposition (USP)
Let’s create an ad using the Persuasion Diagram from What I Know About Writing Ads I Learned In High School. This ad is for Elite Exterminating in Corpus Christi, Texas. Our objective is to promote their monthly in-home roach treatment. After interviewing the client,...
by Chuck McKay | Oct 14, 2015 | Ad Writing / Copywriting, Unique Selling Proposition (USP)
On August 23, 1969 the late Carol Jacobson began teaching us how to write effective advertising. By us, I mean the English composition class of Alamo High School, Alamo, North Dakota. Oh, she didn’t call it effective advertising. She called it “writing.”...
by Chuck McKay | Apr 30, 2012 | Ad Critique / Classic Examples, Market Segmentation, Targeted Marketing, Database Marketing, Unique Selling Proposition (USP)
People seem to naturally rank things. They list things in order. They tend to remember things at the tops of the various lists. On nearly any list, most people can remember the top three with little effort. It’s generally accepted that seven is the maximum...
