This might seem obvious to you now, but virtually no one gets this basic concept. Advertising on radio, television, newspapers, and direct mail should all be created and then implemented in the same rigorous way that a salesperson constructs a winning presentation or pitch for a prospective customer.
Each ad should make a complete and compelling case for your services. The ad needs to support your service to the prospect in an educational, informative, and benefit-laden way. Your advertising needs to create visions of an experience in the mind of your customers, just like a salesman would.
A lot of marketers don’t like “reader-type” ads or long, meaty commercials and try to create short, sweet, cutesy advertising.
But remember, advertising is salesmanship. So would you have your salespeople stop their presentations in mid-stride? Would you tell them to make less than a complete sales presentation for your product or service? Would you tell them not to ask the prospect to make a decision - to take some kind action? Would you tell them to be cute, or oblivious in the way they communicate with prospects? NO WAY!
So, why would you let your advertising do this? When you learn the difference between salesmanship and “cutesy” advertising, you’ll have an immediate advantage over virtually every one of your competitors.
Usually the longer a letter is the better for instance.
At first almost everyone thinks the opposite is true. They think shorter is better and say “that’s too long, who’s gonna read all that?”