The Little Blue Book of Advertising

The Little Blue Book of Advertising

52 Small Ideas That Can Make a Big Difference


Format
ePub
Price
$14.99
 
Additional Formats
  • ePub
  • ISBN 9781101216279
  • 288 Pages
  • Portfolio
  • Adult

Overview

These days, the fundamentals of advertising that truly build great brands are often overlooked. But Steve Lance and Jeff Woll are leading a back-to-what-works movement with The Little Blue Book of Advertising.

This is a short, fun-to-read, practical book designed to be read quickly and referred to again and again. Each of their fifty-two ideas relates to day-to-day problems with real examples, then provides an innovative, sometimes blunt solution. For instance:

  • #3 Read what your customer reads, watch what she watches
  • #10 Quality is the absence of nonquality signals
  • #15 Sell the benefit, the advantage, and the feature—in that order
  • #19 Get the no-bodies out of your approval process
  • #41 Know when and how to scream “sale”

Just as Jeffrey Gitomer’s hugely successful The Little Red Book of Selling became the gotta-have resource for salespeople, Steve Lance and Jeff Woll have written the perfect handbook for what does and doesn’t work in today’s advertising world.

Table of Contents

Introduction

Point of View #1:
Marketers and Creatives Don’t Speak the Same Language

Point of View #2:
Think Inside the Box

Point of View #3:
You Can’t Manage What You Don’t Measure

Section One: Know Your Customer, Know Your Brand

Tip 1: Know Who Your Customers Are
Tip 2: Live and Die by the 80/20 Rule
Tip 3: Read What Your Customer Reads, Watch What She Watches
Tip 4: Know Your Brand Image
Tip 5: Be an Expert on the Benefits of Your Product or Service
Tip 6: Do You Know the Brand History?
Tip 7: Does Everyone Know the Competitive History?

Section Two: What’s Your Objective?

Tip 8: Know Where You Want to Take the Brand
Tip 9: Map a Clear Route of How You’ll Take Your Brand to the Destination
Tip 10: Quality Is the Absence of Non-Quality Signals

Section Three: Where Do You Want to Go?

Tip 11: Do Quantitative Research
Tip 12: Never Give the Gun to the Dog
Tip 13: Don’t Make Focus Groups Your Creative Director

Section Four: A Great Advertising Strategy Is the Hidden Gem

Tip 14: “My Company’s Great! My Products Are Terrific!” Besides You, Who Cares?
Tip 15: Sell the Benefit, the Advantage, and the Feature—in That Order
Tip 16: Separate Your Brand from the Competition
Tip 17: Make Sure All Your Advertising Speaks with One Voice

Section Five: The Creative Director—the Creative Process

Tip 18: Guide and Manage, Don’t Design and Write
Tip 19: Get the “No-Bodies” Out of Your Approval Process
Tip 20: Walk the Halls
Tip 21: Share Information
Tip 22: Partner with the Research Department—They’ll Lead You to the Consumer Every Time
Tip 23: Make Friends with a Media Planner
Tip 24: Become an Expert on the Consumer
Tip 25: Monthly Luncheon Learning Sessions
Tip 26: Watch Videos and Go to the Movies Together
Tip 27: Underpromise and Overdeliver
Tip 28: Know What Your Suppliers Are Talking About
Tip 29: Learn New Tricks

Section Six: TV Commercials

Tip 30: Shit, My Hair’s on Fire!
Tip 31: Don’t Forget the Benefit
Tip 32: Tell ‘em, Sell ‘em, and Tell ‘em Again
Tip 33: Tell ‘em Who Told ‘em
Tip 34: The Younger the Audience, the More Cuts You Can Use
Tip 35: Create Advertising That Gets Talked About or Used in Everyday Conversation

Section Seven: Print Advertising

Tip 36: Don’t Hide Your Brand Name
Tip 37: Talk to Your Customers in Their Own Language
Tip 38: Put a Benefit in the Headline
Tip 39: White Space Is Valuable
Tip 40: Long Copy Can Sell
Tip 41: Know When and How to Scream SALE!

Section Eight: The Internet

Tip 42: Make the Navigation to Your Selling Page As Easy As Possible
Tip 43: Blogs—Still Lots of Learning to Be Done

Section Nine: Radio, Outdoor, and Direct Response

Tip 44: Radio: Tell a Story
Tip 45: Outdoor: Make It Simple, Big and Memorable
Tip 46: Direct Response: Get the List Right
Tip 47: Test Different Offers Against the Benchmark—One Variable at a Time

Section Ten: On the Set

Tip 48: Never Leave the Set Until the Shooting Board Has Been Covered
Tip 49: Let the People You Hired Do Their Jobs
Tip 50: Allow for the Possibility of Magic
Tip 51: Leave an Open Mike to the Voice-over Talent
Tip 52: Don’t Leave Issues to be Solved in the Editing Room

Section Eleven: Bonus

Tip 53: Have Fun

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