It’s Darin from Magnetic Marketing.
Two weeks ago today, I sent you an email announcing Dan Kennedy’s release of his new book Why Advertising Fails & How to Make Yours Succeed, as well as Magnetic Marketing’s next big event centered around it’s release, the Why Advertising Fails Event on Wednesday, October 13th.
In that email, I divulged one of three BIG questions that I had the opportunity to ask Dan in an interview about his book. For anyone who may have missed this, the first question was, “Why did you write a book about advertising when you’re the ‘Marketing Guy’ and what is the difference between advertising and marketing?.”
As always, Dan’s answer included countless real world examples and advertising advice that many people I know would pay to hear. So, if you somehow missed this, and are smart enough to know that one should never pass up on free advertising advice, especially from someone as well versed as Dan Kennedy, don't worry, you can still access his full response below.
I know for a fact that if you’re interested in what Dan has to say in response to any of my three BIG questions, then you certainly are not going to want to miss out on our Why Advertising Fails Event in Nashville. Not only will Dan be speaking about the contents of his new book, but you’ll also get to hear from an A-List line up of business geniuses who have found great success by implementing Magnetic Marketing strategies and principles into their advertising efforts.
You can look forward to hearing from:
Marty Fort - Founder of Music Academy Success
Travis Lee - CEO of 3D Mail Results
Robin Robins - Founder of Technology Marketing Toolkit
You are not going to want to pass up on the opportunity to hear exactly what each of these hugely successful direct response experts did to rise to the top. BUT, you’re going to have to act fast, because we only have 150 seats TOTAL at this event and slots are filling up as we speak.
So, save your seat now and sit back knowing you’ve practically just ensured the growth and success of your business.
Today, I’d like to pick up where I left off and reveal to you my second question to him as well as his very illuminating answer that includes some really great advice that you can take and implement into your own business RIGHT NOW.
So, my second BIG question to Dan was, “Why is it important that an advertisement has a quote, ‘big idea?’”
Here are some highlights from Dan’s response:
“This is not a new thing. It's just ever more important. Ogilvy talked about it in the 1950s with regard to advertising. Advertising is almost always occurring in a cluttered, somewhat chaotic and competitive environment. If not directly competitive, meaning three car commercials one right after the other, during the same TV show, it's competing for attention at least. So if you think about ad media like newspapers, magazines, every door direct mail, on the web, there's a lot competing for attention. There's usually a lot of clutter and there's a lot of chaos and confusion and there's a lot of competition. So one answer is to live with all that and get your share.”
“If you look at advertising for home and car insurance companies, they came up with big ideas like Geico's “15 minutes could save you 15% or more,” but they couldn't protect them. So the copycat effect happens. And by and large, now, none of the mass advertisers of home and car insurance have any kind of a big idea. They're a blur of sameness.”
“When you have a big idea, at least for a significant period of time, allows you to stand out and stand apart from and hopefully stand above all of the noise, clutter and the competition. So, if you go back to the early years of Dominoes, the “fresh hot pizza in 30 minutes or less guaranteed” was a very big idea. Nobody was really advertising delivery. They certainly weren't advertising it within a guaranteed period of time. And that literally built the company.”
In his full answer, Dan goes into much greater depth about the “big idea,” why it’s important, how to create one, and multiple real world examples that you can build off of. So, you are definitely going to want to hear the rest of what Dan had to say.
Sometimes, a business’s advertising is failing due to something as small as a missing “big idea,” but oftentimes it can be something much more complex, or a combination of many simple elements that just need tweaking. The difficult part though, is figuring out what it is that’s wrong.
Playing a guessing game and changing different things one by one on a whim is never a good idea and will only lead to wasted time and money. So, if you’re ready to find out what it is within YOUR business’s advertising that needs fixing then you NEED to attend our Why Advertising Fails Event in Nashville on October 13th.
Dan Kennedy, Marty Fort, Travis Lee, Robin Robins, and myself will let you in on what it is that we found to be flawed and or missing within our own advertising throughout our careers and what we did to correct it all for great success. The easiest way to do something right is to know exactly what not to do, so learn from both our mistakes and successes and walk away ready to jumpstart your advertising strategy. Like I said above though, with only 150 seats available at this event, tickets won’t last long, so make sure you act now!
P.S...Should you choose to cancel, you have up until 24 hours before the start of the event to reach out to the Magnetic Marketing Concierge department to receive a FULL 100% registration fee REFUND! Simply contact us at (800) 871-0147 or send an email to firstname.lastname@example.org.