>> The moral is “Don’t tell – show.”
Advertising has deteriorated beyond measure in recent years as the Gaedarine Swine rush online media.
I am no exception – e-mails cost me nothing but my patience.
But whatever the media your best way to sell is probably to demonstrate.
Here are three examples…
The first is Will It Blend?
This product has been sold this way from 2006 all the way until last year (including some at-home pandemic specials).
It’s memorable, funny and dramatic.
Secondly if you haven’t seen it before here’s the TV ad widely regarded as the best ever (and some comments from me).
But the one I gain most pleasure from was run by some rogues I learned a lot from in 1965/66.
They were mail order wizards who came over from America, sensing there were big pickings waiting in Europe.
They taught me a lot.
One was Gene Schwartz – still seen as one of the best copywriters ever, and a great mentor of mine
Another was a guy called Bernie Silver – who also taught me a lot and was then selling something called the Jet Igniter.
It claimed to be better than an ordinary spark plug.
I wish I could remember how but I’ll never forget the commercial.
It had the two ingredients that rarely fail: A riveting demonstration and a surprise at the end.
An extra that makes something live on in your memory when other just-as-convincing but not as entertaining approaches would do.
It consisted of a man in a garage demonstrating how good the igniter was.
He simply started the engine and slowly removed the jet igniters one by one while you wondered what would happen next.
What happened as he removed the last one is what you expected – the engine stopped.
But the presenter then said “It’s good, but not that good.”
It adds a little smile, and a flash of honesty.
So how can you demonstrate what you do in an interesting way?
Can you add something that will make people smile?
Many of you have been kind enough to write to me to say how helpful you find these e-mails.
Some of you are so kind as to get in touch and ask what my colleagues and I can do for you.
I can save you a lot of questions.
What can we do?
Sell more than you sell at the moment, for a lot less money than other firms.
Hardly any other firm now employ people that have personally met the biggest challenge in business – to sell.
Our stuff doesn’t entertain, fascinate, amuse or excite.
Except for when you see the sales figures.
Every day you delay is a day you could be doing better with our help.
Best,
Drayton
