I was reading an article this week from Eric Blais – “
Rethinking Media – Is content still king.” He proposes that content has become a commodity. And I don’t disagree with him.
But I think it’s time to re-create that decades old line, most often attributed to Bill Gates. “Content” in and of itself is no longer king. It IS a commodity today. Everyone is making it.
BUT – there’s always a but – RELEVANT, REPUTABLE content is still media gold. Continue reading
I recently stumbled across a message like this on a forum. You’ve probably seen or heard something similar yourself.
“.. we’ve had advertisers buy packages and then back away. They say their radio ads didn’t work. I asked what
did work and they said [nothing did].
Is it our society who is oblivious to advertising?
Yes. Absolutely, yes.
Any thoughts on what is affecting the masses to be deaf and dumb regarding radio advertising.”
A few, yes.
It’s not really a secret … it’s usually pretty painful listening to ads for vehicles. (Like looking at that gif.)
“Why is that,” you might wonder. No, let’s be real here – you already know. It’s because almost exclusively, the person in charge of advertising at a dealership is … in sales.
Oh yes, you
might think that should make them somewhat perfect for arranging their ads. After all, they sell cars – you want to help them sell cars – everyone should be on the same page, right?
Wrong. Continue reading
It’s easy to just blame your bad copy on the marketing consultant giving you bad information. And sure, every now and then that IS the reason your ad sucked.
But before you exonerate yourself from all blame here, have you sat down and thought about what
have done to train them to get the information you need? you
They’re trained on how to close a sale and chase new leads. Very few marketing consultants out there have one iota of training on how to write an effective ad – or what information is needed to do so.
So … how do they know what
need to get your job done and write the best ad for your – and their – clients? you Continue reading
We’ve all hit that wall. The one where we just stare at the fact sheet … read the copy points ad nauseam, and just get … nothing good entering your mind.
So, you have a couple of options. You can continue down the fruitful path you’ve been treading, or try something different.
Just. Start. Writing.