Top 10 Reasons Not To Advertise

by Jill Dennis

I know. An advertising consultant telling you not to advertise?  Crazy, right? 

Advertisers believe that if they reach the right people their advertising will be more effective. That's partially true but the assumption that an advertising salesperson can give you exclusive access to a particular group of people is simply ridiculous.  Every consumer is reached by multiple advertising vehicles every day.  The goal of advertising is to create a clear awareness of the business or product and it's unique selling proposition.  Don't mistake response for results.  Advertising isn't scientific.  It's not who you reach, it's what you say.......  

According to Roy Williams...

WHEN YOU NEED TO ADVERTISE IN THE WORST POSSIBLE WAY

STEP 1.  Concentrate on reaching the "right people".  There are plenty of "wrong people" out there who can't possibly do your business any good.

STEP 2.  Make sure you reach the largest number of "right people" you can possibly reach.  It isn't important how often you reach them.

STEP 3.  Don't worry about what your ad says.  The only thing that matters is whether your delivery is "smooth", "professional", and "classy".

STEP 4.  Fill your ad with kinds of phrases and claims you've heard in other commercials.  Your ad should sound like an ad!

STEP 5.  Discontinue any ads that your friends don't like.  Listen to what your neighbors say!  Any ad that makes people uncomfortable can't possibly work.

STEP 6.  Let a TV or radio ad run twenty to thirty times, then change it.  Everyone has heard it and understands it by now.

STEP 7.  Don't be concerned about whether or not your delivery vehicle is intrusive.  Passive advertising works just as well.

STEP 8.  Expect the public to have an intimate knowledge of your product.  Use language unique to your industry.

STEP 9.  Impress the public.  Prove your superior taste!  The public is paying strict attention and doesn't miss a thing.  Beautify the pages of the newspapers and magazines.  People care

             more about YOUR taste than about what your product will do for THEM.

STEP10. After completing steps one through nine, if you feel your advertising isn't working, what did you expect???  These are the steps for advertising in the worst possible way!