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Chameleon Advertising
Online or off, in many cases it makes sense to disguise your advertisement.
Why? Because while people tend to not pay attention to advertisements, they do tend to pay attention to the news or entertainment that your advertisements are often delivered with.
in the old days, Paul Harvey used to tell the whole world “The Rest of the Story” three times a day. At least a couple of times a week he started one of his news stories by talking about the consumer satisfaction polls for new cars, and the Buick Park Avenue, the car Harvey himself drove, was always on top.
While it sounded just like a news clip, in reality it was a sly advertisement that skipped past skeptical defenses and plopped down in the middle of the listener’s awareness.
Some of the greatest print advertisements of all times looked just like news articles. One I like is frequently found in the sports section. The headline says, “New, Hot Golf Ball Banned From Pro Tour – It Flies Too Far.” It keeps running year after year; so you know it’s working. Companies don’t continue to run the same ad unless it’s a proven money-maker.
That’s particularly true for direct response marketing. If over a 3-6 month period of time, you find you’re receiving the same direct mail promotion more than once, there’s only one reason for it — it was successful!
How do I know this? Easy, direct mail is so expensive that only the successful promotions gets sent out over and over again.
– excerpt from my upcoming special report “How To Increase Response By 2,100%”
By Walter |
Topics: Client Top Secret, From The Trenches, Pro Analysis |