Monday, January 4, 2010

The number one no-no in tv advertising

You can usually tell when a sales rep has resorted to the number one no-no in advertising; having the owner star in his own tv ad.

They have the same message, how they are a family owned business and serving the community for 25 years, yada yada yada.

And its very rare that the owner comes across natural. Its usually stiff and evident they are reading from cue cards.

As an owner avoid the temptation to be your own spokesperson. Chances are you bought a short term campaign or a package with not enough frequency to make an impact against your competitor who has bought 3 ads for everyone you bought.

Don't let the glamour of being on tv or your ego make this decision for you. I will give you my first prediction of 2010. When this campaign is over you will be sitting across from your tv rep telling him that some family and friends saw you on tv but you don't think it really worked.

Al and Laura Ries write in their latest book, War In The Boardroom, "...what the best advertising does is to establish and reinforce a position in the prospects mind".

I doubt this type of a campaign you bought will.

Tony Mariani

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