“…your customers, your competition, and your potential customers will know what you do, what you offer, and what you stand for. Your business will “stick out” from the rest of the crowd.”
Steve Swanson, Owner,
Hilltop RV Superstore
“Some ads are like waving raw meat in front of hungry dogs. Most ads are lectures, explaining to these same dogs all the joys of organic popcorn.”
We refuse to say the following phrases (Unless paid extra):
“ We have quality products and service.”
“ For all of your __________ needs.”
“ We treat you like family.”
“It’s the biggest sale of the year!” (For the third time in six months.)
“You can’t beat our prices.”
Most ads are boring. Clichéd. Over-hyped. Nobody pays attention to conventional ads except Bottom Line ad writers. We change stations and turn up the commercials so we know what the crowd is doing. You may not want to ride in the car with us, but you DO want us writing your advertising copy.
Here’s how we write disruptively different ads:
1. Listen to the client.
What does your product or service do for people?
Who is your customer?
What’s special about your business?
2. Do our homework.
We spend hours researching before we ever write a word - everything from fireplaces to foot fungus. A good ad is built on thorough understanding of what you’re selling, who you’re selling it to, and who your competition is.
3. Begin with a big idea.
We find roller coaster concepts that yank people out of what they’re doing, take them for a ride, and make it impossible NOT to pay attention.
4. Speak to the “heart of the dog.”
TELLING people what you have is fantastically futile. SHOWING them what’s in THEIR hearts and anchoring it with YOUR good name (with a sweet little memory trigger attached), is how we brand your business and bring customers in your door.
5. Frost every word.
Replace all boring, predictable words with better ones. Like poet Robert Frost.
6. Listen to the client.
Want something changed? No problem, we’d be happy to.
Want something completely different? No problem, we’d be happy to.
