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Suggest You - A Lesson In Advertising From The Eighteenth Century
If you run a business and you are trying to get customers in the front door you may find it interesting that it is much easier to advertise to aliens than it is to advertise to humans. You see, aliens can read your mind and all you have to do is sit in your store and think about all the great deals you are having and the discount you are offering. The alien will read your mind and decide if they want a
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on t
The Big IdeaLong ago, coal miners would put caged canaries in their tunnels. If the little birds fell silent or dropped, this would alert the miners of the presence of poison gas. This way, many miners were able to escape unhurt. The business environment you live in is very much like those treacherous mines. Hundreds of employees are laid off everyday and more and more companies are
Well, yes, markets are turning deaf ears and blind eyes, but they always have done, though not for the reasons generally espoused by the world’s marketers. I am convinced that despite all the sophisticated research and marketing effort that goes into advertising these days, the real reason that markets are indifferent to advertising is because much of it ignores the many splendoured principle that people don’t buy products, they buy the benefits of owning those products.
Today, the great proportion of advertisers don’t deliver sales messages, they tell what they hope are emotive stories with which the market can empathise, then they drop the product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn’t and people won’t has resulted in huge advertising budget cut-backs in the developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn’t work.
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on t
How To Raise Your Fees There comes a time when it is inevitable that you must raise your fees in order to maintain both your profit margin and income level. You will find that the greatest resistance to this comes from your oldest clients. There appears to be a direct correlation between the length of time a client is with you and the amount of outrage they show to your rate increase. Thi
Well, yes, markets are turning deaf ears and blind eyes, but they always have done, though not for the reasons generally espoused by the world’s marketers. I am convinced that despite all the sophisticated research and marketing effort that goes into advertising these days, the real reason that markets are indifferent to advertising is because much of it ignores the many splendoured principle that people don’t buy products, they buy the benefits of owning those products.
Today, the great proportion of advertisers don’t deliver sales messages, they tell what they hope are emotive stories with which the market can empathise, then they drop the product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn’t and people won’t has resulted in huge advertising budget cut-backs in the developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn’t work.
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on t
Using club flyers as an advertising medium if you have limited budget would definitely be the right decision. If you are tight on the budget but overflowing with creative juices, then flyers would be the best marketing tool to use.Flyers are very cheap to produce because of the low-cost materials needed to produce it. Planning a club flyer that would be effective would definitely be a challenge bu
Today, the great proportion of advertisers don’t deliver sales messages, they tell what they hope are emotive stories with which the market can empathise, then they drop the product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn’t and people won’t has resulted in huge advertising budget cut-backs in the developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn’t work.
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on t
Wallace Flint was the first person to suggest an automated checkout system in 1932. But the history of modern barcode begun only in 1948, when Bernard Silver, a graduate student of Drexel Institute of Technology in Philadelphia, asked his friend Norman Woodland to develop a system to automatically read product information during checkout.The first coding system was developed by Woodland, a twenty-
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on t
One of the best sources for prospective franchise buyers is relatives or family of long standing customers of your outlets. Long-standing customers really do know the kind of sales volume you bring in your outlets as they can figure it out pretty quickly. Even the non-educated person can figure out that your outlets are making a hell-of-a-lot more than they are. Many of these customers will admire your
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on the contrary, does actually work. What has been overlooked or, more likely, ignored, is that in developing the principle of the USP in the late 1950s, the brilliant Rosser Reeves was striving to replace an advertising strategy that had been in situ for 30 or so years and was fast running out of steam. What was the device he was hoping to supersede? Well, by any other name, it was the emotional sales proposition. I won’t bore you with the detail, but if you’d like to find out more, you should lay your hands on Reeves’ book, Reality in Advertising (MacGibbon & Kee – 1961). It could be an eye-opener.
So, it’s true – the one thing we learn from history is that we never learn anything from history. Let’s go back to Dr Johnson. It’s worth remembering that the kind of advertising old Sam was talking about in the 18th century was fairly innocuous and largely unexceptionable. It could be read in coffee- house flyers, in chapbooks and in rudimentary newspapers; and it consisted of sales messages as diverse as where to get your wig powdered and the date of the next public hanging at Tyburn. Even so, the products and services on offer were as important to the people of the time as mobile phones and computers are to us.
In the human condition, nothing much changes. Our egos still need to be massaged and we ar
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