A couple of years ago, I had the opportunity to attend a creative seminar in New York City that was sponsored by Clear Channel Radio. The key note speakers were none other than Dick Orkin and Christine Coyle owners of the famous Radio Ranch in Hollywood, California. The entire seminar was well worth the time I invested. Dick and Christine presented an exercise on making advertising more effective. The presentation made a lot of sense to me and I’ve used it on more than one occasion.
The exercise focuses on finding the Better Reality. Let’s assume that you own a Mattress Store. The process goes something like this:
Q. What do you sell?
A. I sell mattresses.
Q. So What!
A. So, they are of excellent quality.
Q. So What!
A. So, they will last for many years to come.
Q. So What!
A. So you will have many nights of very comfortable sleep.
Q. So What!
A. So, you will be more rested and more productive.
Ahh. So what you really sell is rest and productivity. That is something I would be willing to pay a premium for . . . How about you!
Keep asking “So What” and drill down to the Better Reality. You will be surprised how much stronger your advertising becomes.
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