Next Thursday I will be doing a seminar for the Marshall Area Economic Development Authority called “Making Your Ads More Effective”. This is one of my favorite presentations because it includes a few lucky (brave?) souls who submit advertisement they have used previously and I give those ads a makeover. It is also one of my most vulnerable moments.
That’s always been the fascinating thing about being a speaker. I get to stand on stage and tell you what to do with your business. Then I walk away. I get paid whether you do anything or not. I get paid whether what I say helps you or not. You don’t always know if the speaker knows what he or she is talking about. You don’t always know if the speaker has walked the walk or if this is just some interesting theory and you’re the guinea pig. You don’t know if what the speaker is teaching actually applies to your situation or not.
Any good speaker will convince you with pre-determined data and facts and anecdotes and testimonials that what they are teaching works. In this case, however, I take it a step further, using not my own stories and data but your stories and data. For me, that makes it even more fun and challenging.
My next book just went to the editor yesterday and is based entirely on this presentation. The book title is, “Most Ads Suck (But Yours Won’t)”. It includes six principles I have uncovered from years of trial and error and years of study that make ads more memorable and effective. It includes scientific information, stories, and observable phenomenon taken from the real world of advertising. It includes samples from a wide range of companies from around the world. It includes everything I will be teaching to the fine people of Marshall this coming Thursday morning. It show how you can apply these principles to your web copy, your social media posts, your print campaigns, and your broadcast media.
The last time I presented this information, one member in the audience was an MBA Professor who acknowledged that none of this was being taught in their program but every one of their students needed to hear it. (We’re working out those details.)
In a few days I will be launching a crowdfunding campaign for this book to help cover the costs of editing and formatting and layout and cover design and printing costs. To entice you to help fund this, you’ll be able to pre-order copies of the book with your donation. Those of you willing to donate a little more can even get a free webinar or phone consultation or remake of your own advertising. Those of you willing to donate a lot can get me to visit for either one-on-one consultation or to do a workshop or seminar in your town.
The amazing thing to me as I was doing research for this book was how many of these principles the major companies who spend millions of dollars on advertising get right, and how often they also get it wrong. Some of the principles are common sense. Some, however, are counter intuitive. As I get the manuscript back from the editor I will be posting excerpts through this blog. In the meantime, if you’re curious about what the book and the presentation are teaching, contact the Marshall Area Economic Development Authority and see if they’ll let you in the door.
PS One of the six principles is to make sure your ads only make one point. Don’t try to clutter your ad with too many points. The average casual listener will barely ever remember one, if that. This is one of the biggest mistakes I used to make in my advertising. Once I solved it, results started soaring. As homework, I want you to listen to the ads on your car radio. Seriously listen and see how many points each advertiser crams into each ad. Leave me a comment below with some of the worst offenders you hear.