ideasite home page
ideas by email
Bliss for a writer is addressing one selling point at a time.
Whenever it is possible, directing all of the reader's attention to one product attribute can make for a most effective communication. For the audience, such a thoughtful approach is easy to comprehend and retain. It's just another example which supports the notion that doing one thing at a time usually gets the job done right.
Here, there were too many worthwhile things to say about this building material to easily get them all in one ad. Instead, one full page ad was divided into three third pagers so that each could make a much stronger statement. They ran on consecutive pages.
The strategy also facilitated three strong starts rather than one watered down effort. With no need for a generalization that must cover a lot of ground, it was possible to be eloquent about just one point in each headline.
Great credibility can be found in the details that aren't so obvious.
This ad is about an insurance salesman who cares. He has a long record of doing many wonderful things on the job. At the bottom of his bio, however, it also mentions that he does some volunteer work with disabled kids. That's his own time we're talking about. Now, there is no question that we're learning about the true heart of a guy who deserves recognition. This experience taught me the importance of carefully studying everything to make sure that the headline capable of evoking the most credibility isn't missed.