>> With news of the worst ad I ever wrote.
The questioner was Dr John Treasure, chairman of ad agency J Walter Thompson many years ago.
The full quote is “Why do I love one woman, and not another? It is more than a matter of physical characteristics.”
He was talking about positioning.
Positioning made rich pickings for people who wrote a book about it years ago, though I think Dr Treasure said that earlier.
And the brilliant Claude Hopkins positioned seven competing car marques differently a hundred years ago – and wrote copy that sold them all.
But I was the guilty party in the worst example of positioning I can recall.
I never talk about this as I’m so ashamed, but I wrote the launch advertising for the Audi in the UK.
I still shudder to think how bad it was.
It was bad because I didn’t understand the character of the product.
The Audi was a combined effort between Mercedes and Volkswagen and the headline I wrote was “Mercedes put the power in. Can you get it out?”
I feel like putting my head under a pillow when I think about that abortion.
I failed to understand what I should have been selling: a car of prestige and character, not a “put your foot down on the pedal” job.
It may not have been the worst headline I ever wrote.
I can’t think of any other, though my first-ever attempt, 63 years ago, came close.
It read “700 Miles of Concrete”.
I was referring to how much of the stuff was on the runways of a new airport, which I think was in Liverpool.
But please turn aside from such forgotten follies.
Before you do anything else, before you describe the benefits of what you are selling, understand its character – why people might like it or feel about it.
Now I’m in a bit of a pickle as I always like to sell you something at the end of these missives.
So here’s a thought for you.
Your first aim in business is to avoid making a loss said Peter Drucker.
I have spent more time at the top level in this game than anyone I know – and maybe made more losses.
You’re in good hands with me. Drop me a line.
Best,
Drayton
