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Confessions of an Advertising Man - Coggle Diagram
Confessions of an Advertising Man
Problems with Advertising
Stingy Companies battling on price - Pay peanuts get Monkeys
Ad Agencies Expressing Art Instead of Selling
Megalomaniacs Buying Out Agencies
Agencies Repating Age Old Mistakes
Ruthless Professionalism is a must.
Promises must always be kept, no matter the cost.
Office space must be kept CLEAN.
You have to lead by example, the employees will follow.
Inspect Every Campaign before it gets delivered.
Do not give your clients up to juniors.
Hard Work, Open Mind, Ungovernable Curiosity.
Getting Clients
Build a Brand & Reputation.
When you have 0 Testimonials etc. Provide Value for the Company you want to work for, by giving them a Free Lead Magnet, A Survey of sorts.
Advertise a Product You Like, Don't take an account if you can't do a better job, Don't take accounts whose sales have been falling, Take Jobs That will Increase Your Reputation even if barely profitable, You must have a good relationship with your account vet them, Avoid Clients Who Only see the Agency as a Part of Their Marketing They Need to live to Market, Avoid New Products in Test Markets, Iron Triangle and Decision Makers, Do Not Hire Their Marketing Players cause they think they're KEY.
Keeping Clients
Dedicate Best Brains to Accounts & Forbid Them From Reaching Out To More, Don't Get Quarrelsome Account Executives, Avoid Companies that Fire Their Agencies Often, Communicate With The Account on Every Level.
Good Clients
Look For Permanence, Choose The Right Agency, Brief Their Agency, Do Not Compete in The Creative Area, Test Ideas, Be Fast, Set High Standards, Admit Mistakes When They Are Made, Make Sure to Make a Profit, Cut Your Losses, Have an Adequate Budget.
“When Aeschines spoke, they said, “How well he speaks.” But when Demosthenes spoke, they said, “Let us march against. Philip.” I’m for Demosthenes.”
How to Create a Good Campaign.
What You Say > How You Say it.
Unless Your Campaign is Built Around a Great Idea, It Will Flop.
Give The Facts
You Cannot Bore People Into Buying
Be Well-Mannered, But Do Not Clown
Make Your Ads Contemporary
Committees Can Criticise, but not Write the ad.
If you Write a Good Ad, Keep it Running until it dies.
Never Write Something You Wouldn't Want Your Family To See.
Build Sharply Defined Personalities For Brands & Stick To Them.
Don't Be A Copy Cat
How to Write Potent Copy
Headline
Catches Attention, Alludes to Self Interest, Alludes to Novelty, Is 10 Words or Longer, Includes Brand Name, End it With a Lure to Read On, Do not Include Negatives & Don't Make it Blank.
Body
Don't beat around the bush, tell the truth but make it fascinating, Include Testimonials, Provide Helpful Advice or Service, Use Colloquial Language.
Ad Creative
Use The Story Appeal of A Photograph - Today Short Form Videos KIll
Your Creative should deliver the selling promise of the product, not just by words, but pictorially.
People do not like to be seen consuming products, which their friends deem second class.
Video Creative
Start Selling Immediately, Let the Product Be the Star of The Show, 90 Words a Minute, Demonstrate The Product in Action,
Problem > Your Product Soluton To Problem > Offer
How to Rise to The TOP
Be Ambitious, But not too ambitious to get your coworkers scared, they will kill you ;)
Dedicate yourself to your account, in a year or two you will know more about it than your boss.