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Back-to-the-Basics: An Advertising Axiom

One thing I always hear Dan Kennedy say is, “Don’t be boring.”

Really, who likes boring??

You don’t want to be a boring person, nor do you want to create boring advertising!

This brings me to an advertising axiom I got from one of my favorite books on copywriting, Making Ads Pay: Timeless Tips for Successful Copywriting by John Caples.  If you haven’t read it then I highly suggest getting a copy, especially if you’re creating your own advertising and marketing campaigns.

Without further ado, here’s the great Advertising Axiom:

“The Greatest Crime An Advertisement Can Commit Is To Remain Unnoticed.”

Yep.  You can say that again.

“The Greatest Crime An Advertisement Can Commit Is To Remain Unnoticed.”

(Ok, I didn’t mean literally, but that’ll do).

Look, when your ad is boring it goes unnoticed.  If your ad looks like everyone else’s ad then guess what… It goes UNNOTICED.

In the real estate industry, agents are notorious for sending out the little 4″ x 5.5″ postcards.  When I was in the real estate industry, we sent out 8.5″ x 11″ postcards.  Who’s postcards do you think got noticed?   That’s right, ours did.

We’d have people call us up and tell us they loved our postcards.  Why?!  Because they weren’t boring and got noticed (and yes, these leads turned into clients).

That’s the whole purpose of your advertising… to get noticed so your prospects will read your message directing them to take the next step with you!

The next time you’re creating your new advertisement remember this advertising axiom…

“The Greatest Crime An Advertisement Can Commit Is To Remain Unnoticed.”

Don’t be boring!!!

Now go take action!

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