Suppose you want to convey a lot of information in your ad. Just listing all the features of your product would make a boring ad which most would turn off before they got even halfway through. But if you create an interesting story, and better yet, set it in the old wild west with shades of Blazing Saddles, you get an ad that everyone will watch to the end.
In this ad for a soft drink, perhaps aimed at men who might usually prefer something harder to drink, they are able to run through all the drink’s attributes whilst retaining your attention.
What story can you tell about the features of your product that will catch your target market’s attention?
May Your Business Be –As You Plan it!
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia’s Leading
Advisor on Emerging Businesses and provides Coaching and Consulting advice
to Australian Small Business Owners in Marketing & Business Strategies
Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success
and Price: How You Can Charge More Without Losing
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