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Bad Seduction - Advertising Techniques That Don't Work


I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice. They illustrate a complete lack of understanding of the whole persuasion process.

First, small business owners are told that advertising often has a cumulative effect, so ad-driven sales may not be immediate. Then, they're told how to measure and track the immediate response of their advertising.

Reading past that little dichotomy, some of the suggestions included:

· Use magazine response cards. Remember to code the cards if you use multiple publications.

· Use a coupon in your newspaper ads. Code the coupons so that you can tell which publication generates the most sales.

· Put a line in your radio scripts to "Mention this ad and get a 10% discount."

· Ask all new customers how they heard about your business.

Make no mistake. These are all bad suggestions. Very bad. In addition to being very poor persuasion, each of these strategies assumes that your prospective customers are paying very close attention to your ads.

Trust me, customers don't.

Good advertising is seduction. Pretend with me for a minute that all advertising is an attempt to get a "date" with your prospect.

How do these recommendations hold up under that scenario?

Would you, for instance, send a response card to anyone you could possibly be interested in dating, which says "If you'd like to learn more about me, fill out your name, address, and your specific areas of interest in me, and apply your own postage to return it to me?"

No, I didn't think you would.

The advice contained in these recommendations also suffers from major misunderstandings in the motivations of customers.

Coupons assume that you have nothing to offer but a better price. Think about the implications of that for a moment. It implies that after you've spent the money to advertise your discounted (and minimally profitable) price, that the customer has no reason to ever come back to do business with you again. Or at least, until you drop your price again.

Mention this ad? In three decades of mass media experience, I've never heard of a single person saying "I heard your ad. Give me the discount." Smart radio stations will never allow this on their air. Does that mean people don't respond to advertising? No, it doesn't mean that at all. It means that they won't embarrass themselves by parroting your line. Not surprising, is it? Most people won't admit that advertising affects them in any way.

Ask new customers where they heard about you?

They don't know.

Oh, they'll try to give you an answer. Really though, your advertising isn't important enough for them to remember exactly what they learned about you, let alone the source of that information. But because they'll want to be helpful, they will guess. They'll usually guess wrong.

There are two major problems with any of these "track your response" strategies.

· They provide bad information. Bad information is worse than none at all. It gives you a distorted view of reality. Which leads to the second problem:

· You'll be tempted to make decisions based on this bad information. You will frequently make the wrong decisions.

Consider this, instead. Send the object of your affection an "I love you" message.

Does it matter whether your "I love you" comes in a telegram, an e-mail, a card, or over the phone? Or is the expression of love the most important consideration?

Does it matter whether your ad message is delivered in the newspaper, over the radio, on cable TV, or by direct mail? Or is the message the critical part?

Your advertising will improve by orders of magnitude when you spend less time attempting to find the most effective medium, and more time searching for the most effective message.

Chuck McKay is a marketing practitioner specializing in small retail and service businesses.
He is the author of Fishing For Customers And Reeling Them In.
Chuck's columns appear regularly at http://www.fishingforcustomers.com

Mr. McKay is available as a guest speaker or seminar presenter.
Call Wizard of Ads®
Headquarters:(800) 425-4769.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. December / 09 / 2023

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

Elon Musk's Attitude Problem Is the Biggest Issue for Advertisers - Business Insider
Elon Musk's Attitude Problem Is the Biggest Issue for Advertisers  Business Insider

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

Ranked: The Top TV Advertising Spenders in 2023 - Visual Capitalist
Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated - Digiday
Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated  Digiday

Nextdoor Launches Self-Service Portal for Advertisers - PYMNTS.com
Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Brighton & Hove: Ban on fast food adverts to be introduced - BBC.com
Brighton & Hove: Ban on fast food adverts to be introduced  BBC.com

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

Opinion: A thriving education system needs no advertising budget - Kennebec Journal and Morning Sentinel
Opinion: A thriving education system needs no advertising budget  Kennebec Journal and Morning Sentinel

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Grow News Advertising Revenue With Branded Content - Wisconsin Newspaper Association
Grow News Advertising Revenue With Branded Content  Wisconsin Newspaper Association

Dorothy Knight Burchett | On Sunny Lane: Newspaper advertising as important as ever - New Castle News
Dorothy Knight Burchett | On Sunny Lane: Newspaper advertising as important as ever  New Castle News

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Draftkings facing class action lawsuit over sign-on bonus advertising - NBC10 Boston
Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

WWE sold a lot of tickets for Monday's Raw after advertising CM Punk - Wrestling News
WWE sold a lot of tickets for Monday's Raw after advertising CM Punk  Wrestling News

The Renter's Guide to Upgrades | Special-advertising | postandcourier.com - The Post and Courier
The Renter's Guide to Upgrades | Special-advertising | postandcourier.com  The Post and Courier

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023 - MediaPost Communications
Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023  MediaPost Communications

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Digital Out-of-Home vs. Traditional Advertising — Which is Best for You? - Entrepreneur
Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend. - JD Supra
ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend.  JD Supra

Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue - Digiday
Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue  Digiday

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Ad Sales Professionals Wish Companies Provided More Software - Spiceworks News and Insights
Ad Sales Professionals Wish Companies Provided More Software  Spiceworks News and Insights

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference - JD Supra
10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference  JD Supra

DigiPlus Fest ‘23: Optimising programmatic advertising outcomes - ETBrandEquity
DigiPlus Fest ‘23: Optimising programmatic advertising outcomes  ETBrandEquity

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Elon To Advertisers: “Go F**k Yourself!” - 102.9 The Buzz
Elon To Advertisers: “Go F**k Yourself!”  102.9 The Buzz

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - The Associated Press
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  The Associated Press

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands - TV News Check
X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands  TV News Check

X discusses using Amazon's ad-buying software - ET BrandEquity - ETBrandEquity
X discusses using Amazon's ad-buying software - ET BrandEquity  ETBrandEquity

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report - The Messenger
X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report  The Messenger

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Celebs starting ad agencies, directing ads: 2023 year in review - Ad Age
Celebs starting ad agencies, directing ads: 2023 year in review  Ad Age

Record $15.9bn in US political ad spending expected for 2024 - The Guardian US
Record $15.9bn in US political ad spending expected for 2024  The Guardian US

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain - PR Newswire
Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  PR Newswire

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Popularity of AI apps used to ‘nudify’ women in photos soars amid legal vacuum - South China Morning Post
Popularity of AI apps used to ‘nudify’ women in photos soars amid legal vacuum  South China Morning Post

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - The Public's Radio
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  The Public's Radio

Advertising in China – label your advertisements - The Global Legal Post
Advertising in China – label your advertisements  The Global Legal Post

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Eagle-Tribune
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Eagle-Tribune

Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report - The Messenger
Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative - Investing.com
Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative  Investing.com

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down' - PR Week
Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down'  PR Week

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Takeaways from the TGA's annual advertising compliance report - Lexology
Takeaways from the TGA's annual advertising compliance report  Lexology

Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers - Variety
Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers  Variety

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - El Paso Inc.
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  El Paso Inc.

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

Government spends more than €1.1m on social media advertising, new figures show - The Irish Times
Government spends more than €1.1m on social media advertising, new figures show  The Irish Times

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

How Much do Small Businesses Spend on Advertising? - Small Business Trends
How Much do Small Businesses Spend on Advertising?  Small Business Trends

Major advertisers flee X, deepening crisis at Elon Musk’s social media site - CNN
Major advertisers flee X, deepening crisis at Elon Musk’s social media site  CNN

What do hotel guests really want in 2024? You might be surprised. - USA TODAY
What do hotel guests really want in 2024? You might be surprised.  USA TODAY

Elon Musk slams Bob Iger over Disney advertising next to child exploitation material - TweakTown
Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

Scope3 Adds DOOH Advertising to Emissions Measurement Services - Environment+Energy Leader
Scope3 Adds DOOH Advertising to Emissions Measurement Services  Environment+Energy Leader

Mobile Advertising Definition, Types, and Examples - Investopedia
Mobile Advertising Definition, Types, and Examples  Investopedia

The 16 Hottest Adtech Companies Solving the Industry's Big Challenges - Business Insider
The 16 Hottest Adtech Companies Solving the Industry's Big Challenges  Business Insider

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - The Caledonian-Record
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  The Caledonian-Record

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... - WDW News Today
Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

Advertisers flee X after Musk rant - The Hill
Advertisers flee X after Musk rant  The Hill

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Genius Sports launches FanHub ID, the first unified fan identification solution for advertising - Genius Sports News
Genius Sports launches FanHub ID, the first unified fan identification solution for advertising  Genius Sports News

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Balkan study finds global brands spend billions advertising on misinformation sites - EURACTIV
Balkan study finds global brands spend billions advertising on misinformation sites  EURACTIV

X may be looking at this country to help boost advertising business - Gadgets Now
X may be looking at this country to help boost advertising business  Gadgets Now

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