Roy H. Williams once said: “There is nothing you can do to get everyone to like you. You’re not a one hundred dollar bill.” Seem a little jarring? It’s not. The sooner you accept this fact, the sooner you can begin to create ads that will get you noticed and attract the RIGHT customers. Tell the audience how your product is different than the competition, show them where your company excels and deliver this information in a way that captures their attention.
Most clients run when we write advertising copy that is powerful. They get nervous when we say their very point more powerfully. They worry that expressing something strongly is risky. It’s not! The word “risk” has a negative connotation. It implies that you are taking a chance, playing with fire. This is not what I am asking you to do. The “play it safe” or “let’s try to make everyone like us” approach to advertising is, in my opinion, much more risky. And there lies the irony. What I want you to do is advertise with courage, determination, conviction, spunk and strength. Otherwise, you will remain invisible.
The best way to remain unseen is to play it safe.
Safe advertising might well bring in a little bit of business but it will not grow your business by leaps and bounds.
My partner Jeff Sexton says “Great ads are like a rhinoceros, they make a single point powerfully.”
You may receive mixed reactions. Some will love it and others will hate it but you will succeed. Combining great copy with heart is a good ad. Add some Chutzpah and you will create something magical! That’s why effective advertising is almost always courageous advertising.
The lack of smarts or the ability to come up with new and creative ideas is rarely the thing that keeps small businesses from implementing a marketing strategy. The hurdle that most do not overcome is the need to fully commit to that strategy wholeheartedly. It requires resilience, pride, and stamina - the heart of a lion.
Take this ad from PooPourri.com. They said their point powerfully and did not beat around the bush.
Great strategies, effective strategies, are always gutsy!
What have you said lately that has Chutzpah?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner