Posts Tagged ‘Ads That Sell’

Pretty ads don’t sell

Don’t try to be creative or original. Pretty ads don’t sell products. The most appealing (to look at) and artistic ads seldom make people buy the products they are supposed to be selling. The ads that win awards for the advertising agencies who create them rarely win sales awards for the clients!

During a survey of ads that won a “Clio” award. (The advertising industries highest recognition) it was found that agencies that won 4 of the Clios lost the clients business. . . Another client refused to even run his ad ~d… of 80 TV classics picked by Clio, 36 of the business owners involved had either sacked the agency or had gone broke.

Not a real good record, is it?

In fact, the owner of one of the biggest direct response advertising agencies once said to a client . . . “Do you want creativity and originality? Or do you want to see the darned sales graph going up?? Because you sure as heck ain’t going to get them both!” I guess the point I am making, is don’t be creative for the sake of being creative.

Finding a new twist for a proven sales approach is fine, but only as long as it works better than the previous one. Let your sales graph be the judge.