Home Features Mastermind Videos About Advertise Blog Network Contact
   
Entrepreneur Advice:
Jay Conrad Levinson
www.gmarketing.com
   
About Jay Conrad Levinson

Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide.



Recent Article:

Wonderful and Horrible Advertising - For more on Jay Conrad Levinson visit www.gmarketing.com

Because more marketing funds are invested in advertising than in any other weapon of guerrilla marketing, and because an embarrassingly huge amount of that investment is just plain wasted, marketing guerrillas know home truths about copy, graphics, what makes commercials good or bad, and why so much advertising fails.

Guerrillas know ten things that advertising copy should always be:

1. Readable 2. Informative 3. Clear 4. Honest 5. Simple 6. On strategy 7. Motivating 8. Competitive 9. Specific 10. Believable They know ten things not to do with advertising graphics:

1. Don't let the art overpower the idea.

2. Don't let the art overpower the headline.

3. Don't let the art overpower the copy.

4. Don't let the art fail to advance the sale.

5. Don't let the art fail to grab casual readers or viewers.

6. Don't let the art fail to get the ad or spot noticed.

7. Don't let the art fail to be different.

8. Don't let the art be created in a hurry.

9. Don't let the art fight the product's identity.

10. Don't let the art dominate the ad.

Guerrillas know what makes a TV commercial a total loser.

1. It is more entertaining than motivating.

2. It is not clear with its promise.

3. It is not visual, but depends on words.

4. It is schlocky, lacking in credibility.

5. It is high-pressure or exaggerative.

6. It is a fabulous film but a terrible commercial.

7. It is so clever you forget who ran it.

8. It is so wrapped up in special effects, it's devoid of an idea.

9. It is too complex for an idea to come shining through.

10. It is boring, boring, boring.

Guerrillas also know what makes a TV commercial a winner.

1. It is clear about its competitive advantage.

3. It is intensely visual.

4. It is professional looking.

5. It is believable and credible.

6. It creates a powerful desire.

7. It is focused on advancing the sale, not being clever.

8. It is wrapped up with the product.

9. It demonstrates the benefit.

10. It is fascinating even the tenth time you see it, Guerrillas are fascinated by the failures of advertising and know the main reasons why so much of it falls short:

1. Premature abandonment 2. Silly positioning 3. Failure to focus 4. Starting without a plan 5. Picking the wrong media for the right audience 6. Picking the right media for the wrong audience 7. Being unclear to prospects 8. Not understanding customers 9. No understanding self 10. Exaggeration that undermines truth 11. Not keeping up with change 12. Unrealistic expectations 13. Overspending or under-spending 14. Saving money in the wrong places 15. Inattention to tiny, but nuclear-powered details 16. Missing the point about profitability 17. Thinking it can be done without hard work 18. Unimpressive first impressions 19. Committees and layers of management 20. Not using media to their greatest advantage 21. Not supporting advertising with other marketing 22. Starting out in the wrong direction 23. Allowing success to beget lethargy 24. Judging the future by the past 25. Boring advertising



Like this article? Share it with your friends
[Get Copyright Permissions] E-Mail | Print | More  


Related Articles Related Articles
It's Never As Bad As You Expect
  Our minds play tricks on us, and one of the tricks they play is imagining that something will be absolutely horrible. This turns out to be a useful trick, because in fact things are rarely, if ever, as bad as we exp...
Advertising And PR Guidelines In All Forms Of Media
  The Federal Trade Commission (FTC) regulates advertising at the federal level to ensure that sellers take responsibility for telling the truth about products and services.
Why Use an Advertising Agency
  Most business lack the creative talent and expertise needed to produce and manage effective advertising campaigns. There are many benefits to using an advertising agency, including increased effective communication...
Living The Life You Have
  Are you always waiting for just the right time to do something in your life? A wise man once told me that if I was waiting for the perfect time to act on something, I’d be waiting a long time because there’s no suc...
Open Letter to Rally's: Don't Confuse the Message!
  One of the worst mistakes an advertiser can make is sending mixed messages. I'm always paying attention to advertising and marketing to see how others attempt to get their message across in 15-30 seconds. After-al...

Related Forum Posts Related Forum Posts
Top 19 Copywriting books Top 19 Copywriting books
Re: Favorite Christmas movies Re: Favorite Christmas movies
Re: Recommended advertising and affiliates. Re: Recommended advertising and affiliates.
Wonderful Women Giveaway Wonderful Women Giveaway
Business Models on the Web Business Models on the Web
Favorite Christmas Movies? Favorite Christmas Movies?
Ideas for developing my business Ideas for developing my business
Favorite Christmas movies Favorite Christmas movies
 


Jay Conrad
Levinson Books

Guerrilla Advertising - Jay Conrad Levinson

Guerrilla Financing - Jay Conrad Levinson

Guerrilla Marketing - Jay Conrad Levinson

Guerrilla Marketing For Free - Jay Conrad Levinson

Guerrilla Publicity - Jay Conrad Levinson

Guerrilla Retailing - Jay Conrad Levinson

Guerrilla Selling - Jay Conrad Levinson

 

 

 
   
 
 
   

 

 

Have A Suggestion?
Toronto Salsa Classes / Toronto Salsa Lessons Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
Have A Suggestion?

Featured Ebook


ebook Famous Entrepreneurs - Modern Empire Builders


Featured Ebook

More Evan Carmichael
More popular articles
Have A Suggestion?

Sales Lessons From Starbucks And Dell