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Tall Tale #5 “Size matters - Bigger is better”
"Ten Tall Tales of Traditional Marketing That Cost You Tons"
Tall Tale #5 “Size matters - Bigger is better”
By Jimmy Vee & Travis Miller
Small, medium or large – which one do you go with? It’s not
the size of your…umm…err…advertisement that counts, it’s how
you use it that really matters. This is the real truth in
this little clichéd conversation.
Why all the focus on ad size? Ad size is really only valid
in print advertising. There are plenty of other marketing
avenues that don’t require size differentiation, right? How
about radio, cable and network advertising? Well let me
start by saying this…if you are buying anything other than
an advertising medium that requires a size specification,
you better have one big budget.
When I say big budget, I’m talkin’ 8 to 10 G’s a week to
spend on the radio. That is the dollar figure you would have
to shell out in a small to medium media market in order to
effectively dominate with an electronic ad campaign.
Subsequently, as we alluded to before you have to dominate
one market segment and audience before you go spreading your
message and ads all over the place. This practice of
spreading your dollars and ads all around to multiple media
outlets in small quantities is something we call “Spray and
Pray;” it’s highly ineffective. A little here, a little
there, just marking your territory like a dog would do. But
guess what? We can’t really tell where dogs mark, only dogs
can. So if your target audience is dogs you are on the right
track. Keep it up! If not…keep reading.
You probably aren’t spending 8 to 10 grand weekly. If you
are, call me, and we’ll talk about the best way to use that
money. So now we are left with marketing choices that
require us to decide: is bigger better?
Bigger is not better, period.
It’s not how big your space is that really matters. It’s
what you put in it and the design that counts. The smallest
size ad on a page can have more eye appeal and garner more
response than the biggest one on the page. I know for a fact
because we’ve done it countless times. Everyone generally
wants a bigger ad so they can say more about their product,
their business, their mission, their family, their home life
and their dog…come on folks. This is getting ridiculous.
Every ad can get the job done in 4 lines of copy or less.
That’s right, 4 lines of copy or less. If you have more than
that it’s probably too much, it’s a waste and it’s
definitely not as effective as it could be.
You probably have ads out their right now that are the big
ones, with lots of info in them: slogans, pictures, mission,
licenses, titles, insurances and tons of other useless stuff
that is never effective. These ads are like a bad jazz
musician, there is a lot coming out of the horn but they
just ain’t sayin’ nothin’. This is all too often the classic
case.
You have to have realistic expectations for your ad and the
copy must be fine-tuned to uncover the emotion that makes
your customers buy! The old saying that a picture is worth a
thousand words must not have been written by an expert copy
writer!
We can teach you how to make people have a burning desire
for your product in about ten words. Our “Gravitational Ad”
format takes any size ad and turns it into a lead generating
factory. You can learn more about this and how to create ads
that are lead making monsters using our “Gravitational
Marketing Road Map.” Never leave home without it!
Tomorrow’s Tall Tale, you can’t get results overnight. YEAH,
RIGHT!
Get the full e-book "Ten Tall Tales Of Traditional Marketing
That Cost You Tons" and others at our website:
http://www.scend.net/resources.htm
About the Author
ABOUT THE AUTHORS
Jimmy Vee & Travis Miller are authors, speakers and consultants on the topic of advertising and marketing. They believe making companies scendsational. For questions,
comments, or to shoot the bull, email them directly:
mailto:talk at scend.net
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