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1. DESIRE FOR INSTANT GRATIFICATION
Morphine
Cry wolf (sale)
Chickening-out period is 8 to 14
weeks
American farmer: seed to harvest,
green fuzz is sign of things to come
Uncover your Unique Selling
Proposition, Focus (the message) and Commit (to a long-term campaign)
2. ATTEMPTING TO REACH MORE PEOPLE
THAN THE BUDGET ALLOWS
Reach 10% of the people and
convince them 100% of the way
If you cannot afford repetition in
prime, dominate off-prime
3. ASSUMING THE BUSINESS OWNER KNOWS
BEST
Owner is on the inside looking out
- outside perspective needed
4. UNSUBSTANTIATED CLAIMS
Be specific - it is more persuasive
5. IMPROPER USE OF PASSIVE CAMPAIGNS
Passive media works after the
intrusive media is established
“We’ll leave the light on for you”
6. CREATING ADS INSTEAD OF CAMPAIGNS
All ads should be connected over
the years of branding
7. OBEDIENCE TO UNWRITTEN RULES
To lead, new methods must be
utilized
8. LATE WEEK SCHEDULES
Win the hearts and minds (weeks)
earlier
9. ASSUMING THE DECISION MAKER IS THE
ONLY PERSON YOU NEED TO REACH
Talk to the “inside champions” -
everyone knows 250 people
10. (SALES) EVENT-DRIVEN MARKETING
Similar to instant gratification
(see Number 1)
11. GREAT PRODUCTION WITHOUT GREAT
COPY
12. CONFUSING “RESPONSE” WITH
“RESULTS” - HOW WILL YOU MEASURE RESULTS?
Entertainment gets response, but we
need to be concerned with results!
Roy Williams is the
author of The Wizard of Ads (the 1998 Independent Publisher’s Business
Book of the Year) and
the Wall Street Journal Best Sellers Secret Formulas of the Wizard of Ads
& Magical Worlds of
the Wizard of Ads.
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