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What is Good Advertising?

What is good advertising?

The late Albert Lasker, the head of one of the largest ad agencies in America during the early 1900’s once asked this question.

You see, Lasker was a brilliant salesman.

A man who had nearly irresistible persuasive powers in person. He could sell salt to a slug… ice to an Eskimo… a cross to a vampire.

When he wanted to get into advertising to sell products to millions of people at a time, instead of just one… he ran into a peculiar problem.

He couldn’t get his ads to sell the same way he was so successful at in person.

He tested different ads, but couldn’t figure out how to get his lethal face to face selling skills to translate to a simple newspaper or direct mail ad.

And that’s when he started asking the question we all should ask.

What is good advertising?

Copywriter John E. Kennedy gave what is still to this day the best answer to that question.

Advertising is simply “salesmanship in print”. That’s it. Nothing more, nothing less.

It’s not a funny commercial… not a catchy jingle… not pretty design… not getting your name “out there”… not creative color schemes… etc…

It’s a 24/7 sales force whose only job is to get you sales and/or leads.

If you’re advertising is doing anything else, you’re wasting your money.

On the flipside, if you want real advertising that seizes the attention of its audience… intensifies their desire, and drives sales through the roof… gather your current advertising, and go here:

www.businessbuildingtechnician.com/Ad_Critique.html

I’ll give your current advertising a thorough review, and point out ways things that you may be suppressing response, and therefore restricting your business’ profits.

Wayne Brown
Marketing Strategist/Copywriter/Business Growth Coach
BusinessBuildingTechnician.com
1-888-895-8564

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