Friday Quote

This week's quote carries a good message for all of us who create ads for our clients:

"Kodak sells film, but they don't advertise film. They advertise memories." Theodore Parker

The most effective ads engage the reader's emotions. I see too many ads with a photo of a furnace. All furnaces look alike, a big ugly grey metal box. Consumers are more engaged by a picture of people sitting comfortably in their home while snow falls outside the window. Likewise an empty restaurant says nothing, people enjoying a meal says "our food is great". Even if you have to argue with your advertisers to get it done, you ads should always sell "the sizzle instead of the steak"

Keep smiling, keep selling

Thanks Jim Busch