The Last Thing You Should Do In Advertisement | Jeff Sexton

July 30, 2018

Opinion drools and testing rules

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The last thing we do is write the ads.”

“The Book of Gossage“
When in doubt, hire the better writer
“Email is the red-headed stepchild of online marketing. But it’s hard, thankless work.”
Dan Kennedy reminds us to crunch the numbers to determine which medium to use to get your word out
“Opinion drools and testing rules.”
To use a mass audience it must have mass-appeal
- An appreciable size of your audience must need what you sell within a few years

You want to reach the average listener three times in a week, for 52 weeks
Salespeople only speak to people when they want to buy something so your prospects view your message with suspicion
When you are running branding campaigns you can reach people when their guards are down
It’s “the sleeper effect”
Your conscience bias discounts the message but it works on you over time
Bob Lutz hired a marketing firm, Ammirati & Puris, for BMW to create “The ultimate driving machine”
If you’re really local look at Cable TV for advertising on certain zip codes
The best advertising is an intrusive location
Pick a good client who is good at what they do and runs a tight ship
Build your campaign around a promise they can keep and is baked into how they do things
There are no rational business owners
Sales training for non-sales professionals
- Clerks
- Medical practice front desk staff
Traffic is expensive so get your conversions down before you throw more traffic at your offer
How the curse of knowledge is hurting your sales
Buy one of the Wizard of Ads books
Schedule time to do customer research
- Interviews
- Speaking to your staff
- Dig into online forums
Buy the Ally & Gargano book and study it
Hire Jeff
Go run a test. Re-think your messaging.

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