THE BASICS OF ADVERTISING AND ADS: THE Offer
Sunday, June 11
Written from my ‘makeshift office’ on the first floor of a guesthouse in Old Quarter Hanoi, Vietnam.
This will be contrarian for some.
I talk about a product whose offering may be considered ‘racist’ or ‘demeaning’—yet it depends entirely on where you see this product and from what frame of mind you see it.
It’s also a contrarian article because it will make some people feel stupid.
You see, for these people, they’ve focused on the wrong things for so long that they can’t afford to be wrong—purely because of their ego.
They’ll finally realize why their ads haven’t been pulling in the results they’ve been looking for.
Yet they thought they were doing ‘everything right’.
So, with this in mind, let’s get on the right track:
The Basics Of Advertising And Ads: The List
Monday, May 29
Written from a traditional Thai desk overlooking the Banglamphu canal in Bangkok, Thailand. It's a hot, humid day; overcast with a breeze.
Today I’m going to explain the first of three parts that make up any advertisement—the list.
The second most important part of an ad is the offer…
… and the third most important part of an ad is the creative.
Together, these three parts make up the core of any advertising campaign.
Copywriting legend, John Francis Tighe, called these three parts all working together the ‘3-Legged Stool’.
It’s these three parts that will make—or break—your ads and the results they provide you.
Sunday 14, 2017
Written from a table in my garden—overlooking rice paddies and mountains in the Isaan region, Thailand.
First, I must take a moment to say happy Mother's Day.
It's somewhat a shame I'm in Thailand because I can't actually be with my mum to celebrate with her.
If you can see your mother, do so.
Now, I'll tell you something about my mum quickly before I get to my point...
I'll tell you in a word:
That's how thin the line is between spamming and helping someone.
What's the big differentiator between someone throwin' stinking piles of doo-doo at you...
... and people putting your picture in a frame around their house?
The exact same reason the marketing stuff in the image above can either work for or against you...
As ludicrous as this sounds, it’s true—to an extent.
The Foreign Ministry of Japan has done the unorthodox and indeed hired a hit-man in the best interests of Japan—but what could force such a strong-handed response?
And, considering I’m writing about it, what does it have to do with marketing?
You’ll have to read on to find out, as this example shows how picking your target and being precise—just like an assassin—can be the difference between success and failure.
Creating marketing campaigns for clients around the world for almost a decade. No B.S. and to the point - I'll tell you how it is. I'm a direct-response copywriter at heart, but most would recognise me as a full-stack print and digital marketing expert too. I help create marketing campaigns across any medium - I'm a firm believer in solving a problem using the best tool... not just the newest. Click here if you'd like to work together.