Bowling Industry Online

The World's Only Online Magazine Devoted Exclusively to the Business of Bowling

Your advertising results are inextricably linked to the message.

Two advertisers invest the same amount of money reaching the same target
audience. One succeeds brilliantly and buys the mansion on the hilltop. The
other fails miserably, receiving no response whatsoever. The difference
between these two was in the message of their ads.

Ads that speak to the heart of the customer and touch a nerve are the ones
that turn little companies into big companies. But few people know how to
write such an ad. (Hint: We do and have been doing it for years :-).  Most
business owners approach advertising with the goal of merely getting their
name out. But there is no evidence to suggest this will help you in the
slightest.

A recent study by the Wharton School of Business, University of
Pennsylvania indicated that everything hinges on the message you attach to
your name. Is your message predictable and, consequently, boring? Is it
believable? Is it relevant to the perceived need of the
reader/listener/viewer?

Tempt a dog with a bowl of rice, and he'll ignore you. Put a steak in the
bowl, and you'll have his undivided attention. Your prospective customers
are no different.

What have you been putting in their bowls?

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