Are you avoiding a great source of new business? If you’re not talking to your clients’ competitors, you’re wasting a big opportunity. It’s One You May Have Created About a year ago, a Midwest optometry practice started a television and digital advertising campaign, using a creative idea my company gave them. It worked really […]
“It was the day my grandmother exploded.” That’s how The Crow Road by Iain Banks opens. The narrator has returned home for a funeral; Chapter One begins in the chapel of a crematorium in Scotland. Although this is from a novel and not a commercial, it’s a great example of an opening line that compels the reader […]
Why isn’t my service contract campaign working?” The question came from a television station AE in the Southeast. His customer was an HVAC contractor who wanted to sell more maintenance service agreements. The TV ad had been on the air for about three months. There had been little response. Many heating and air dealers and […]
This conversation happened nearly 20 years ago, but it fits 2016 just fine. It’s a radio story but it applies perfectly to television advertising… or newspaper advertising… or transit advertising… or digital advertising. There is a large mattress chain on the West Coast called Sleep Train, founded in Sacramento by Dale Carlsen. They were a […]
