"Move out of your comfort zone. You can only grow if you are willing to feel awkward and uncomfortable when you try something new."
-- Brian Tracy
This week I would like to introduce you to a relatively new Wizard of Ads Partner. Tom Waneck. I have watched him do his presentations and read his blog posts and he is excellent in his niche. Please read over his column and watch the video - it is very enlightening and also very funny.
-- Clay
Powerful Ads are Like a Rhinoceros
By Tom Wanek
Gair Maxwell recently shared this outrageous video (below) that parodies the pitfalls of group decision-making when designing a 'Stop' sign. Watch the video. It's hilarious.
Gair also observes that designers and consultants should have the courage to stand up to the bastardization of their work. And clients should realize when to back-off and allow the design process to unfold.
Both excellent points.
But there's another lesson to be learned from watching this video: Messages are more persuasive when they make a single powerful point.
My partner Roy H. Williams says, "It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive and memorable ads are those most like a rhinoceros. They will each make a single point very powerfully. An advertiser with seventeen different things to say should commit to a campaign of at least seventeen different ads, with each ad being given sufficient repetition to accomplish retention in the mind of the prospect."
Are you blunting your message by cramming too many points into your ads?
If so, your message is like a porcupine.
And as I pointed out in an earlier post, the conscious brain can juggle only seven pieces of data at any one moment. Throwing too much information at your customer will cause a seventeen car pileup on the persuasion super-highway.
So stop and remember this: Advertise like a rhinocerous. Make a single powerful point. Period.
Perhaps now would be a good time to have a complimentary meeting with a Wizard of Ads Partner. Links to their websites and blogs are listed down the right side of The Wizard Times. Hundreds of their articles with free insightful advice can been seen at www.americansmallbusiness.com 2009 would be a great year to attend a class at the Wizard Academy 21st Century Business School in Austin Texas. What is the Wizard Academy?
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