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The Resuscitation of Sincerity
It was almost dead. Then someone re-discovered the use of sincerity in their ads. They found sincerity when they grew weary of the “magic show” of hype, lies, disclaimers, etc. They have a good...
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Non-Fat Advertising: How do you advertise Trust?
As you ponder what you should say about yourself in your advertising. Stop! Screech! You’re going the wrong way! You need to whip a 180. It’s not about you…it’s about your future customer. You...
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Non-Fat Advertising: A.D.V.E.R.T.I.S.E.
If you want to improve your advertising message…print out a copy of A.D.V.E.R.T.I.S.E. and refer to it before you approve of your next un-profitable ad… You need to get attention. Dig to...
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Non-Fat Advertising: Two Advertisers (with different advertising tactics)
Advertiser #1 always puts their “deals” in the newspaper. There’s something there almost every day. A sale of some kind. The doorbuster king of mattresses. Advertiser #2 uses the radio to talk mostly...
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