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The Myth of the Call to Action

I took a little walk down memory lane. Started reading some of the old radio ad copy I wrote back in the 90’s. My goal today was to talk to you about the pros and cons of the different media options you have for advertising. Sometimes, however, you pull on a thread and it unravels in a whole different way than you expected.

Image result for radioHere is an ad I used on the radio twenty-two years ago …

Ad Copy Winter 1996

Hi, this is Phil Wrzesinski from the Toy House in downtown Jackson. You’ve heard me talk about the many wonderful toys we sell here at the Toy House. I’d like to remind you that we’re more than just a great toy store. Our hobby department has everything you need for your trains, planes, rockets or models. Plus, our staff are experts able to answer your questions and make sure you get exactly what you need. Our baby department has all of the new, safe, quality products for infants including everything from cribs that convert into beds, car seats & strollers, and over 100 different bedding patterns. We offer baby registry, special orders, and a ten-month layaway on infant items. If you’re working on a project for school, check out our craft and science departments. And, if you need a new bike, we’ll assemble it for free and inspect it after 30 riding days. You see, at the Toy House we want to make your shopping as easy as we can by offering free giftwrapping, layaway, delivery, and a friendly, knowledgeable staff. So come visit us at the Toy House on Mechanic Street in downtown Jackson.

Looking back at this ad through the lens of the six principles that make an ad more effective, I was actually pleasantly surprised. Sure, this violated the Make Only One Point principle big time. It didn’t Tell a Story or Speak to the Heart, or Speak to My Tribe.

But even in an ad all about “me”, I used the word “you” quite often. Considering I had zero training and zero understanding of how ads worked, seeing this ad made me happy.

Don’t get me wrong. This ad sucked. About the only thing going for it was the conversational tone that didn’t sound like all the hype ads of that day, plus the frequent use of the word “you”. It also told you specific actions you could expect (“we’ll assemble it for free and inspect it after 30 riding days.”)

Contrast that ad with this one fifteen years later …

The Promised Land November 2011
She almost fell out of the pew. Her pastor actually called Toy House the Promised Land for kids. Right there in front of a packed church.
The lady on her left leaned over and said, “You work there, don’t you?”
She nodded.
The lady on her left leaned in again, “I love that place.”
She couldn’t help but smile. “Me too,” she whispered back.
It’s the promised land for kids and adults. Just ask the lady sitting on your left.
Toy House and Baby Too in downtown Jackson. We’re here to make you smile.

It certainly doesn’t sound like an ad. It tells a story and speaks to the heart. It speaks to the tribe. You’re smiling in agreement if you’re already a fan of the store. It only made one point, and it wasn’t about “me”.

The one thing many pundits will tell you it is missing is the Call to Action. The first ad said, “So come visit us …” Without a call to action, how can you measure the results of the ad? About the closest thing to a call to action in the 2011 ad is to, “ask the lady sitting on your left.”

I started running ads like this in 2005. That same year I hired a statistics class at a local university to do a survey for me. One of the questions the students asked was, “Name all of the places in Jackson that sell toys.” We were named about 66% of the time. Two-thirds. One-third of the population did not think about us as a place to buy toys—even though we were one of the largest independent toy stores in America and had been around for 56 years.

In 2007 we did the same survey. Our name recall had jumped to 74%. More interestingly, 88% of the people who named us as a store that sold toys named us first (compared to only 69% in the first study). Not only were we more top-of-mind, we were more top-of-heart. That’s how I measured the results of ads like that one.

I wasn’t in business just for today. I was in business for the long run. I didn’t want a call to action that got you in today, only to forget about us tomorrow. I wanted to win your heart and be not only the first place you think of, but the first place you wanted to visit.

Knowing that distinction changes the way you advertise.

Some media work better for immediate calls to action. Some work differently for sales than they do for branding. Before we start exploring the different media, I thought that concept might be worth visiting.

Thanks for joining me on memory lane. You never know where it might lead.

-Phil Wrzesinski

PS Yes, I used a lot of radio. Not because it is the most effective form of advertising, but because it was the best fit for my market, my budget, my talent, and my goals. What will work best for you may be completely different based on all those factors.

All Advertising Works (And All Advertising Doesn’t)

“Who are you trying to reach?”

That’s pretty much the opening salvo in every advertising salesperson’s repertoire. Give them your answer and voila! “That’s exactly our listeners/viewers/readers!” Then they show you some study that “proves” their advertising works.

Westwood One, a major radio company with stations across the US, commissioned a study to show the ROI of radio advertising. Of course the results were quite promising. Are you surprised that a study by a radio company would show that radio advertising works?

“The only statistics you can trust are those you falsified yourself.” -Winston Churchill

My Yellow Pages salesperson showed me a similar result that when asked where they would go to search for a new business, 87% of the people surveyed said, “The Yellow Pages.” Granted, this was when the Internet was still in its infancy. But it was still false because it asked the question, “What would you do?” instead of, “What did you do?”

Here is the funny thing about advertising …

The advertising salespeople are asking you a question to which you invariably give the wrong answer, yet their response is still accurate.

“Who are you trying to reach?” The right answer is …

People who share my Core Values and believe what I believe.

“That’s exactly our listeners/viewers/readers!”

Of course, all the other media reach those people, too. They also reach a bunch of people who don’t share your Core Values or believe what you believe. You need to target your message, not your media choice, to reach the “right” people.

Roy H. Williams, aka The Wizard of Ads, says time and time again that he has never seen an ad campaign fail because it didn’t reach the right people, but he has seen many fail because they didn’t say the right thing.

Although your advertising salesperson doesn’t know he is asking the wrong question (or, frankly, an irrelevant one), that question is not what will derail the success of your advertising campaign. It is the second question he asks (or sometimes fails to ask) that is the real crux of the matter.

“What do you want to say?”

If you cannot answer that question, he’ll put together some template of an ad that sounds like everyone else’s ads and you’ll be lost in the shuffle, unremarkable and unremembered. (You should read Roy’s post on Template Advertising. Go ahead. I’ll wait.)

How you answer the second question is the biggest difference between a successful campaign and a waste of time and money. Every form of advertising works and every form of advertising doesn’t work. It is all in how you use them.

-Phil Wrzesinski

PS How you answer the second question isn’t the only difference between success and failure. Each media has its strengths and weaknesses. We’ll explore some of those in the coming days.

How Many Ways are You Marketing & Advertising Your Business?

One of the segments of the SPOTLIGHT ON MARKETING & ADVERTISING workshop coming up Tuesday, June 20th focuses on the many different media you can use to market & advertise your business and their respective strengths and weaknesses. It dawned on me that I have used many different forms of media out there for Toy House over the years.

Here is the short list off the top of my head of all the ways I marketed & advertised Toy House the last twenty two years …

  • Newspapers
  • Newspaper inserts
  • Online News
  • Magazines
  • Radio
  • Internet Radio
  • Broadcast TV
  • Cable TV
  • Local TV
  • Billboards
  • Direct Mail
  • Email
  • Website
  • Online and Print Community Calendars
  • Facebook
  • Google AdWords
  • Yellow Pages
  • White Pages
  • Networking
  • Press Releases & Public Relations
  • Discount Business Cards
  • Twitter
  • Road signs
  • Trade shows
  • Giveaways
  • Sponsorship
  • Coupon Books
  • Off-site Presentations & Events
  • Decorated Delivery Van
  • Wearing logo shirts in public

I’m sure there are a few more I forgot.

The point here is to open up your mind to the idea that there are many ways to advertise your business. You don’t have to do all of them. In fact, you would need a dedicated marketing & advertising team and a huge budget to even attempt to half of them the right way. Instead, your best plan is to choose a few of these and do them better than your competition.

Sign up for the class and I’ll show you how to use each of the above the most productive way and help you figure out which ones will help you grow your business the right way—all in just four hours (I’ve done it before so I know I can do this for you.)

Here’s the fun part … That is only about half of what you’ll learn in this class.

-Phil Wrzesinski

PS There is one big myth I want to dispel right now and that is the notion of “Mixed Media”. The myth is that you need to spread yourself as wide as possible in as many different media as possible so that you hit the same people from many different angles to help them remember and think of you. Wrong! The stuff you see with your eyes goes to a different part of the brain than the stuff you hear with your ears. The different media rarely ever connect in the brain as one unified thought. The most effective marketing is when you dominate one medium so well that people think you own it. That was the biggest mistake I made for years. Our marketing & advertising got better when I pared it back to the media I could use best.

Using My Super Powers

My boys and I saw Guardians of the Galaxy Vol. 2 earlier this evening. We are Marvel Studios junkies. Even the bad ones were good enough for us. I’ve always been fascinated by super heroes, especially their powers and how they use them. I am firm believer that we all have super powers within us. Maybe not the ability to fly or super-human strength or making fire shoot from our eyes. But we have talents that, when harnessed properly, become amazing powers.

I have learned that one of my powers is the ability to take complex subjects and make them understandable.

Independent retailers have to master a number of skills to be successful.

  • You have to be good with your Products – knowing your products inside and out, knowing how to relate to customers, knowing which products to sell and how to sell them.
  • You have to be good at Marketing & Advertising – knowing how to get the word out to people that you are the place to shop.
  • You have to be good at Financials – knowing how to manage your cash flow, maintaining profit margin, keeping expenses in alignment with sales.
  • If you’re a large enough store you have to be good with People – knowing how to hire, train, and manage a quality team.

Those are the main legs of the retail business – Products, Marketing, Financials, and People.

I used to say I was good at three, just don’t ask me about Financials. Then the American Specialty Toy Retailing Association (ASTRA) asked me to do something unthinkable. They asked me to write a book about the financials of a toy store called “Financials Made Easy.”

They said if anyone could do it, I could. I told them if they changed the title to “Financials You Can Understand” (because no one could make it “easy”) then I was their guy.

In four months I learned and understood more about Financials than I ever thought possible. The book is one of my favorite writing projects because I had to take a topic I barely understood myself and translate it into the language of non-accountants everywhere. (My accountant friends who helped proof-read the book for errors were amazed as much as I was at how well it turned out.)

The book is proprietary property of ASTRA. You have to join ASTRA to get a copy. But the knowledge I gained in the process helped me tremendously at Toy House and also in my teachings through Jackson Retail Success Academy™ and PhilsForum. Later that year I did my first workshop on the topic. One of the attendees said her accountant had been trying to teach her this stuff for years, but this was the first time it finally made sense.

I have now presented several times on the topics of Retail Math, my least favorite and least experienced topic. I’ll be doing both a beginner and an expert breakout session on elements of the book at the upcoming ASTRA Academy in June.

I tell you this because I want you to understand the reasoning behind writing the book Most Ads Suck. Unlike Financials, I love Marketing & Advertising. I took over that element of Toy House in 1995 and began experimenting, trying different things to see what worked. I began studying advertising and reading different authors who spoke on advertising.

My radio sales rep Linda McDougall gave me Roy H. Williams’ first book The Wizard of Ads. I was hooked immediately. I ordered the other two books in his trilogy the very next day. I also became a huge fan of Seth Godin and joined his now defunct website triiibes based on his book Tribes where I met people as passionate about marketing and advertising as I was. I started using stuff I learned from Roy and Seth and Malcolm Gladwell and Gary Vaynerchuk and Daniel H. Pink and Guy Kawasaki and others.

Not everything I learned worked for me. I had to mix and distill and tweak and measure and test. But when it did work, it was magical.

I wrote this ad in a few minutes one Sunday afternoon in July 2008 …

I couldn’t believe it. They were taking customers into the men’s bathroom. Yes, my staff was taking men and women, young and old, into our men’s bathroom. And they were coming out laughing, smiling, oh yeah, and buying, too. I guess when you have a product this good, you just have to show it off however… and wherever… you can. The men’s bathroom… Gotta love it!  Toy House in downtown Jackson. We’re here to make you smile.

I didn’t ever think about not running it. It told a story. It made you laugh (emotion). It grabbed your interest. Yeah, it mentioned the men’s bathroom, but not in a bad or seedy way. Yeah, it never mentioned the product (if you remember the previous blog, you know that feelings are more important than facts.) Yeah, it went viral big time.

The ad ran in August 2008. Two times a day, Monday through Friday, for four weeks. That’s it.

The first day it aired, the DJ started talking about it live on air, wondering what was going on in our men’s bathroom. The second day, all the DJ’s on all the related stations were talking about it – including one of the stations that wasn’t even running the ad! By day three even the local TV talk show host was speculating on that ad. All fall my staff and I would get asked at the grocery store or the gas station about what was going on in the men’s bathroom. In March 2009 one customer stopped in and asked me because, “All we talked about at the adult table at Christmas Dinner was was going on in your men’s bathroom.” And she lived two hours away!

When people are talking about your ads weeks and months after they aired, you made memorable ads. When people are asking you about your ads even when you’re not in your store, your business is at the top of their minds. When people talk to their friends and family about your ads, you know you made an impact.

That ad wasn’t a lucky accident. It was years of study and testing. It was years of trial and error. It was millions of dollars spent learning what moves the needle and what doesn’t.

The book Most Ads Suck (But Yours Won’t) is me using my super powers to take something as complex and nuanced as Advertising, that I have spent twenty years studying and actively doing, and make it understandable. This is me at my best helping you become your best. I am asking for your support to help launch this book.

My super power is to make it understandable. I’m counting on your super power to make it happen now.

-Phil Wrzesinski

PS The principles in this book don’t just work for radio ads. The principles apply to billboards, print ads, television, direct mail, email, social media, pitches to investors, political speeches, and anywhere else where you need to persuade someone. If you haven’t yet pre-ordered the book through my Indiegogo campaign, there are plenty of links above.

Making Your Ads More Effective

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.

-Phil Wrzesinski

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.

Write Your Ad to One Specific Person

Christmas Eve, Nineteen Sixty-Five. He didn’t know if he would make it. Nine months of active duty, he missed his family. And he was an uncle now. His sister had a baby girl, a precious little child for which a stuffed animal from an airport gift shop just wouldn’t do.  
As his dad picked him up in the family sedan, he asked, “We got time to stop by the Toy House?”
“Of course, son. Welcome home.” 
Merry Christmas from the Toy House in downtown Jackson where Christmas magic happens.

I talk a lot about speaking to the heart of your customer. But which heart? Too often we try to include as many people as possible in our ads. We write them to reach the widest audience. But the wider we cast our net, the shallower the net can go.

If you really want to snag the best customers, you have to go deep, not wide. Write your ad to one specific person in the language that he or she will understand the most.

The ad above was written to anyone who has a loved one who has served in the military. They got that ad. They got it deeply. Others may not. You might not. But I wasn’t writing to you.

My buddy Rick says (and I paraphrase)… You can blast your ad to Everyone, but in the process you won’t reach Someone. I would add that you’ll end up moving No One.

Write your ad to Someone, not Everyone, and speak to that Someone’s heart.

-Phil Wrzesinski

PS The best example I’ve ever seen is the store Bras That Fit. Yes, they sell bras in hard-to-find and custom sizing. Yes, they sell primarily to women. Yes, they sponsor an ESPN Radio talk show. Sports. Men. Bras??  Their message is simple… “Hey guys, tired about hearing your wife complain about her bra not fitting?” They are targeting a very specific group – married men whose wives complain about their bras – and it works!

PPS Before you write anything, know exactly who you are targeting and what you want them to do. Tim Miles calls that the Relevance. Speak to me in my language and the ad instantly becomes relevant to me.

Do Sex and Humor Sell?

Some like to rip theirs off quickly in the heat of the moment.  Others run their fingers down the seam, taking it off slowly savoring every second.  Pulses quicken, breathing deepens, the anticipation is almost agonizing.  Usually it’s the teddies, occasionally polka dots.  Always there is a smile.  There’s nothing like Free Giftwrapping at the Toy House.  What were you thinking about?  Toy House in downtown Jackson.  The giftwrapping’s free, the smiles priceless.

I ran this ad back in October 2009 and I got some flack for it. Yet it brings up two important questions about advertising.


Should a toy store (or anyone else for that matter) be using sex in their ads?

You’ve all heard the adage, “Sex sells!” I agree, but would add the following disclaimer, “but only when the sex is related to the message.”

Take that same statement and replace the word sex with humor. It still applies.

Every Super Bowl someone uses stupid humor or blatant sex to get your attention, often with backfiring results. You remember the sex/humor, but not the company. Sex and humor are attractive. Sex and humor get your attention. Sex and humor make a larger impact. But if they don’t tie into your message, you get all the attention and none of the benefit. Use them with care.


What is your first goal with your ad? If you said draw traffic, you’re wrong. Your first goal is to get someone’s attention. Your second goal is to move the needle so that someone takes action.

You have to remember that your ads are like magnets. Their ability to attract is equal to their ability to repel. The more strongly you attract one type of customer, the more likely you will turn off another type.

If someone is complaining about your ads, then you know two things. You got their attention and you said something strong enough to repel (and attract). You’re moving the needle!

Just make sure you are attracting the right people.

-Phil Wrzesinski

PS Don’t write your ads just to get complaints. Write your ads to make powerful statements that you can back up with your actions and don’t worry about the people who complain. Haters gotta hate.

What Will it Take to Move the Needle?

Most people trying to persuade others to their point of view will bring out mounds and mounds of data. Stacks that reach as high as the ceiling fan. Piles that will collapse all but the most stout table. And if that isn’t enough, we’ll pile on even more.

But does the needle move?

Data is rarely enough to move the needle. Data usually only emboldens the base. The two sides in the Climate Change debate have more data than they can process. Yet there are still two sides.

Data won’t move the needle for your customers either.

You’ve heard it said when someone changes their position on something… “I’ve had a change of heart.” That’s all you need to know right there. If they said, “I’ve changed my mind,” you expect they will change it right back when the mood hits. But when they’ve had a change of heart, it’s much more powerful.

The one thing that really moves the needle, whether it be politics, science, or retail, is the heart. Emotions and feelings move people. Data doesn’t.

If you want to persuade people to do business with you, you have to move the heart. Don’t tell me what you do (data), tell me why it matters (emotion). Don’t tell me what you know (data), tell me how it helps (emotion). Don’t tell me where you are (data), tell me why I want to find you (emotion). Don’t make me think, make me feel.

When she was three she galloped down the aisles on stick horses.  At six, she brushed the mane of her My Little Pony.  At nine she used her own allowance to start her Breyer Horse collection.  And on her sixteenth birthday, she drove the car here just for a book on how to draw horses.  Now on her way to college, her parents wanted a gift.  I handed them Horse-opoly.  They smiled and said, “How did you know?”  Just a guess.  Toy House in downtown Jackson.  We’re here to make you smile.

Speak to the heart.

-Phil Wrzesinski

PS That was a radio ad I ran back in October 2010. Note, it doesn’t tell our hours or our services or that we have more horse-related toys than anyone else in town (data). Instead it told a story of a girl who grew up before our eyes, who just happened to like horses.

No One Likes to Listen to Your Ads

Could you stand up to the microphone at a poetry slam and read your radio ads?

How fast would you be booed off the stage?

I read fourteen of my radio ads the other night. One after the other. Didn’t get booed. Lots of snapping of the fingers (the way you applaud a great line at a poetry slam). Lots of real applause at the end. One audience member wanted a copy of the ads to make posters.

The language of the poet is the language of emotion. The poet uses words to make you feel.

The only thing you feel after most radio ads is the need to change the station.

But what would happen if instead of commercials, your favorite radio station did a string of 30-second poems? What would happen if each of those poems was written to make you feel something? Would you listen? Of course you would!

If you want your ads to be heard, write like a poet.
If you want people to be moved, write like a poet.
If you want a new way to reach a new audience, go to a poetry slam. They’ll let you know if you’re hitting the mark.

No one likes to listen to crappy ads. Make your ads move people.

-Phil Wrzesinski

PS This morning I did a presentation on Branding to a group of high school students taking a CEO class. When I got to Q&A, the first question was, “Do you have any radio ads to read?”

Why Your Ads Go Viral

I just watched an interesting TEDTalk about Why Videos Go Viral from Kevin Allocca, a YouTube Trendwatcher (yes, he watches YouTube videos as a profession).

He explains there are three things that make a video go viral.

  • Tastemakers
  • Participation
  • Unexpectedness

The same three things are true of your advertisements.


If someone of importance takes note of your video – a “tastemaker” whom people follow – then others will take note. In advertising, you have to speak to the people who influence the decision.

McDonald’s has made a mint by advertising to the backseat influencers. A clown and funny characters and toys have been so effective at reaching this audience that people concerned about our children’s health have pushed to ban the golden arches from putting toys in their Happy Meals.

We have a local bra store that advertises on the local sports talk show. Yes, she advertises bras and lingerie on a radio show heavily skewed towards men.  Her message? “Guy, are you tired of hearing your wife complain about her bra not fitting? Send her to Bras That Fit.”

They are speaking to the influencers, the tastemakers.

Your ads should be targeted to the tastemakers, the people who have the influence to send customers your way. Sometimes that is the customer herself, but sometimes it is someone within her circle that has the power to influence her. Let me ask you what would be more effective? A radio ad to a woman about bras, or her husband saying, “Honey, you’ve been complaining so much about your bras. Why don’t you try out that store…?”


What do the Harlem Shake, NYAN Cat, and the Friday Song all have in common? Besides millions of views, they have thousands of knockoffs and spin-offs, and copycats. They have audience participation.

People love to be involved. People love to be included. People love to be loved. In fact, the most seductive word in the English language is a three letter word and it doesn’t include an X.  The most seductive word is…


Do your ads speak directly to the customer (or influencer)? Do your ads talk about the customer twice as much as they talk about your company? Do your ads include the customer as an insider, as a participant? Can your customer see herself doing what you want her to do? When you talk more about her than you do yourself; when you paint a picture of her doing what you want her to do, when you include her as part of you, then you are creating participatory ads.


How many times have you watched a video and wished you had those three minutes back? You aren’t sharing those videos. There has to be something exciting and unexpected for you to hit the share button.

Let’s face it. The expected is so… boring. The expected is so cliche, uninspiring, blah, blah, blah. We are bombarded with thousands of advertising messages a day. We have learned to filter anything that looks or sounds like an ad. We have learned to ignore the mundane. We have learned to pass over the unexciting.

Your ads need to be unexpected, too.

The most effective radio ad I ever ran started with these words… “I couldn’t believe it. They were taking customers into the men’s bathroom…”

After hearing that, you know everyone wanted to hear more. Can you say something totally unexpected to get their attention? Can you then tie that into one interesting point? Can you surprise and excite and delight people in a way that makes them want to hit the share button?

The same principles that make a video go viral also affect the effectiveness of your advertising. You might not get a few million views, but if you follow Kevin’s advice, you can make your advertising budget a heck of a lot more powerful without spending a penny more.

-Phil Wrzesinski

PS Roy H. Williams, aka The Wizard of Ads, calls this the Impact Quotient of your ads. Here is a free download called How Ads Work Part 2 that I wrote to give you examples of how to make your ads more memorable and impactful.