The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
You must make the product interesting, not just make the ad different.
People don't need to necessarily see me in the jersey to understand who I am and what message I'm trying to get across with the things that I'm marketing.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
A commercial is a commercial.
Writing good ads is easy when you have something to say.
When a brand says, 'Our product is great, and we think it'll be great for anyone that loves it, too,' that's the ultimate marketing message.
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.
When I tell you it's an Under Armour T-shirt, your question should be, 'What's it do?'
I thought we were going to get customers excited by telling them there were no antibiotics in our meat or no growth hormones used to raise the animals or no RBGH in our cheese or sour cream. Well, that's not a very appetizing message.
Most of the time, creative entrepreneurs lose interest long before their marketing message loses its power.
Advertising is not merely an assembly of competing messages; it is a language itself which is always being used to make the same general proposal
The purer our message, the more compelling it is to consumers.
