Lesson from an ad that raked in over a $1 billion in new business
Published: Sat, 03/28/20
“How To Create Advertising That Sells”
That baby resulted in some billion dollars in new business.
It is, in my humble but accurate opinion, one of the greatest ads ever written. There are many reasons for this both obvious and not-so-obvious. And one day I will talk a lot more about it. But for today, I want to talk about just one part of it.
For context:
The ad is a 38-point checklist of ways to create better advertising.
The agenda being, naturally, to hire Ogilvy & Mather for advertising.
And the very first — and most important — point of the checklist?
This:
“We have learned that the effect of your advertising on your sales depends more on this decision than on any other: How should you position your product?…The results of your campaign depend less on how we write your advertising than on how your product is positioned.”
That is a paraphrasing of what it says.
And the entire ad is worthy of serious study even as a “how to” article.
But the reason I am zeroing in on this part is because it can and should be adapted to business models right now especially — and not just to your advertising.
Here’s what I mean:
Right now, we all have a tremendous opportunity to get superior marketplace positioning. And the reason why is, the best time to buy is when everyone is selling.
The best time to work is when everyone else is lounging.
And, the best time gain market share is when everyone else is NOT marketing.
I am of the opinion that those who out-work their competition, out-think their competition, and out-market their competition during the next few weeks, months, and the rest of this year specifically will be able to potentially gain enormous marketshare.
And this is especially true of freelancers, services, and coaches.
Yes, you might have to pivot/change/adapt some things around, of course.
And certainly a lot of thinking will be required.
But that is something you should always be ready to do anyway — whether it’s changing what you offer and/or when you sell it, or changing your entire business altogether (like the great Dan Kennedy is known for doing to his clients — they come to him thinking they are in Business A, but really they should be in Business B).
I am even toying with changing my own business around.
Specifically, to add coaching to the mix in via a new SaaS venture we will be launching soon. And because of my business model, I am automatically positioned to do it quite easily.
And guess what?
The April issue is the “blueprint” for that positioning — whether you do info-publishing or are already a freelancer, coach, professional service, etc.
The deadline to get this issue is almost upon you.
To get it while there is still a little time, go here:
http://www.EmailPlayers.com
Ben Settle