Vague does not work in plumbing ads or any other advertising.

Since he is so much in the news of late, let us use JOE THE PLUMBER to build an example and show the difference between vague selling pointS that rarely get noticed or acted upon and a tangible message that gets attention and is likely to spur action.

Joe decides that his main unique selling point is quick service.

Vague does not work in plumbing ads or any other advertising.

Since he is so much in the news of late, let us use JOE THE PLUMBER to build an example and show the difference between vague selling pointS that rarely get noticed or acted upon and a tangible message that gets attention and is likely to spur action.

Joe decides that his main unique selling point is quick service.

Vague does not work in plumbing ads or any other advertising.

Since he is so much in the news of late, let us use JOE THE PLUMBER to build an example and show the difference between vague selling pointS that rarely get noticed or acted upon and a tangible message that gets attention and is likely to spur action.

Joe decides that his main unique selling point is quick service.

People do not pay attention to advertising. They only pay attention to whatever interests them. If someone perceives a benefit in your advertisement, you might connect with them . . . get them to act. No benefit, no action. Seems simple. The facts say otherwise.

The reality most often missed in advertising is the fact that people buy benefits (what is in it for them), rarely features (what it is or does).

People do not pay attention to advertising. They only pay attention to whatever interests them. If someone perceives a benefit in your advertisement, you might connect with them . . . get them to act. No benefit, no action. Seems simple. The facts say otherwise.

The reality most often missed in advertising is the fact that people buy benefits (what is in it for them), rarely features (what it is or does).

People do not pay attention to advertising. They only pay attention to whatever interests them. If someone perceives a benefit in your advertisement, you might connect with them . . . get them to act. No benefit, no action. Seems simple. The facts say otherwise.

The reality most often missed in advertising is the fact that people buy benefits (what is in it for them), rarely features (what it is or does).

In our world of ever-changing technology, we are constantly bombarded by names like Bluetooth, Wi-Fi, and TIVO. Our nation is one of consistently evolving electronics and in the rush to move forward, some get left behind. One such trailing entity is the advertising industry. The increasing inclusion of TIVO and DVR's in American households is causing some consternation among marketing executives.

In our world of ever-changing technology, we are constantly bombarded by names like Bluetooth, Wi-Fi, and TIVO. Our nation is one of consistently evolving electronics and in the rush to move forward, some get left behind. One such trailing entity is the advertising industry. The increasing inclusion of TIVO and DVR's in American households is causing some consternation among marketing executives.

In our world of ever-changing technology, we are constantly bombarded by names like Bluetooth, Wi-Fi, and TIVO. Our nation is one of consistently evolving electronics and in the rush to move forward, some get left behind. One such trailing entity is the advertising industry. The increasing inclusion of TIVO and DVR's in American households is causing some consternation among marketing executives.

Direct response advertising and direct marketing methodology are the dynamic duo that have been used by successful marketers for decades to build long term customer relationships a.k.a. relationship marketing.

But it's the introduction of new media like blogging and social networking sites that web 2.0 strategies provide, that has got two-way dialogue humming.