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Have you ever ran a promotion that bombed? Have you ever lost customers…not prospects, but hard earned, trusted, valued, and paying customers because of an ad?
A company just bet huge that being controversial will be good for business. And they lost almost $4 Billion dollars (that a 4 with 9 zeros!) in less than 24 hours* because of a single ad.
An ad that was designed, focused, and intentionally built to polarize their audience.
The absolute definition of “eyes wide open”!
Now, you can’t run a half-hearted Google search without seeing a dozen keyboard warriors parroting the advice to polarize your audience.
And, it does work…really well.
Obviously, there’s also huge risk with this style of campaign.
The truth is, when most ads try and be controversial, 90 times out of 100 they just end up alienating and driving away PAYING customers.
Because there’s something missing. Something critical…
Now, it’s an absolutely priceless feeling launching a campaign, and watching the sales roll in. KNOWING that the time and energy spent have built assets and will lead to sales. The opportunity to relax a bit, to refresh, and to enjoy our business is what we’re all looking for.
But more often than not, we launch, hope, and then stress. Because many campaigns are doomed before they ever are released.
And that’s because, we’ve built a fatal flaw into our campaign.
“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” -David Ogilvy
See, the answer is already there…in your market. It’s not a good idea, or clever, or what you, me, or anyone else “thinks”. It’s what your customer is actually thinking, saying, or doing right now.
And all you need to do is write it down.
I can already hear you groaning, “But, I don’t know what I’m looking for…”
And you don’t have to.
I’m giving you access to my “Real Market Insight” spreadsheet at no cost so you can accelerate the whole process.
This simple sheet gives you the rock solid foundation to build successful campaigns, and not one of them needs to be made up.
All you have to do is fill it in…no creativity, or good ideas required.
Enjoy the journey,
Brandon “the market never lies” Pugsley
P.S. Are you reading this thinking, “I don’t have time for that”? Do you need to get an email campaign written so you can focus on other tasks? I am available on a limited basis for copywriting projects. Just reply to this email, and we’ll setup a time to discuss your needs…
P.P.S. I almost forgot about that $4,000,000,000 ad, but this email’s long enough. We’ll look a at that ad tomorrow…
*Source: (The Wrap, https://www.thewrap.com/colin-kaepernick-nike-stock-loses-4-billion-market-cap)
