How To Create A Celebrity Public Personality…
What do Donald Trump, Dave Thomas, Richard Branson, and that crazy guy on TV that sells cars have in common?
They all use their image to increase the value of what they sell. They are “Business Personalities”
You are unique. No matter what you sell, or how much of a commodity it is, you are unique to your business.
People are fascinated by the lives of others. Think about this; What is fame? Being famous simply means that many people know who you are. It doesn’t mean that you’re talented, wonderful, or gifted…..just well known. And there is tremendous value in that. You can also be famous in a small niche or community. You can be a “local” celebrity.
The biggest asset you have in business is the relationship you have with your customers. You can strengthen that relationship by putting your image and personality into your ads. No a mug-shot, but a picture of you acting animated and conveying a message…like a picture of you pulling your hair out because of the “great deals” you have. A picture of you with a quote would work. Anything to convey a personality. Here are the benefits;
Your ads will be easier to remember
Your customers will be more interested in you
The most important thing…The customer will feel like they already know you and have a relationship with you. This makes the selling process much easier and FASTER.
Your Customer Newsletters will be more anticipated and read, Your ads will be more anticipated.
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By: Claude Whitacre | 02/10/2007 | Advertising
OK, I admit it, that was my attempt to be cute.
Do you want to create ads that really sell?
The one glaring mistake that I see over and over again is that the headlines don’t make the reader want to read the rest of the ad.
Here is the main reason your ad fails.
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One of the most important parts of marketing is deciding who you want to attract to your business. Please don’t say everyone. Do you want shoplifters? People who regularly return everything they buy? The people who only buy the very cheapest thing & then complain when they break it because “We paid GOOD money for that!” ? Think about your most profitable customers…..
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“My customers are different. My market is different. That won’t work in my market!”
Listen closely while I show why this is absolutely wrong.
I have a friend who tells me constantly “That idea will work fine in your area. But my market is different. My customers won’t go for that.”
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By: Claude Whitacre | 01/10/2007 | Advertising
There was recently a survey done with retail customers. They were asked what they considered important when deciding who to purchase from.
Most retailers would jump on Price as the most important.
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By: Claude Whitacre | 01/10/2007 | Advertising
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The most well known example is this; “Fresh hot pizza delivered in 30 minutes or it’s free”. That promise propelled Domino Pizza to world pizza dominance. Notice it didn’t say “World’s Greatest Pizza”.
The secret is...
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By: Claude Whitacre | 01/10/2007 | Advertising
“Try the new ___ Risk Free for 30 days! Keep the ____even if you return the _____ for a full refund”
That’s the template for the ad.
Fill in the blanks.
How about ;
“Try our new 8 pound upright vacuum cleaner Risk Free for 30 days! Keep the $69 Air Purifier even if you return the vacuum cleaner for a full refund”
Your Single Best Emerging Market to Sell To…besides your Current Customer List
By: Claude Whitacre | 28/09/2007 | Advertising
What group of consumers is least price resistant? What group makes their buying decisions the quickest?
What group of Americans spends the most money, on the best quality (and most profitable) stuff?
Who are these people?
Salivating yet?
Advertising 
