One of the biggest reasons companies become disenchanted with advertising is that their ad messages fall into the wrong – but enormous – category of “we’re here, too.” Rather than presenting themselves as a unique solution to a problem or a unique advantage to be enjoyed, they simply announce their presence. Here’s what we do; here’s where we do it. These companies have forgotten (if they ever knew) that effective advertising focuses on the customer. What does the customer need that only you have? What does the customer want that you provide in an especially convenient or memorable way? Every effective advertising campaign answers those questions in a memorable way. Does yours?
