A Quote by Rosser Reeves
You must make the product interesting, not just make the ad different.
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You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.
This album is my life, and my life's really not that interesting. It's not "not interesting," but I'm just some dude just like everyone else. But by recording it in an album format, it becomes a product. That's the idea of Built on Glass; it's the relationship between my personal life and the music I make.
Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it.
So paid media is when you buy an ad - typically in a presidential campaign that will be in Iowa, New Hampshire, the early states. It costs some money to make the ad, but the greatest cost is in actually placing the ad on TV.
In a way, the truth is that I was dreaming to do a movie in the United States just because, as a filmmaker, I always loved the idea of trying to make movies in a different culture, in a different way. It's always interesting to make a movie abroad.
If you were to make a commercial, or do a magazine ad that says 'let's get ready to rumble' to draw attention to your product, you've stolen my property.
There is an enormous inertia that prevents people from change. You must always remember that it is impossible to make something better if you don't make it different - the converse is not true, of course. You cannot make something better unless it is different. And different scares the life out of so many people.
Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
What Is Your WOW Factor? This applies to both the service that you provide to the world and the way you market it. Make it edgy, make it snappy, and make it punchy. Even make it raunchy - but make it different! Real different!
Acting is interesting because you get to be involved in different stories and get to work with different people. Also, acting allows one to be a part of different stories, travel to different parts of the country and all the experiences put together make life interesting.
When you're thinking about your next product or current product and wondering how to make it different so you don't have competition, understand the job the customer needs to get done.
Every filmmaker's just going to keep trying to make it the best you can make it: make it as potent and interesting and entertaining and exciting and tough and sexy as you can.
It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.
I keep myself content by doing lots of different stuff and make sure that my next role is completely different to the last. I just enjoy the versatility of it, the challenge of doing lots of different things. It keeps the job interesting.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
Whether it is an ad or a business, it must be something I believe in. I cannot do something simply for the money. It must connect with me because I want to be a catalyst to make people's lives happier.
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