Design differentiates.  Design creates image.  Design because we buy with our eyes.

Gasque Marketing and Advertising has created over $70,000,000 worth of advertising during the past 38 years.  The following 7 points are some of the truths we have learned about successful advertising. Design is your best friend.We buy with our eyes.  “Unique design is the principal reason for emotional attachment relative to a product or service or experience. Design is the number one determinant of whether a product-service-experience stands out or does not.” A. G. Lafley, CEO and Chairman of the Board, Procter and Gamble

1. Know your brand.  “Promise, large promise, is the soul of an advertisement,” said Samuel Johnson.   Johnson was advertising the assets of a brewery.  He said he was not selling vats and kettles but he was selling an opportunity for a man to become rich beyond his wildest dreams of avarice.
2. Big ideas.  Your competitor is not keeping your prospects from noticing your product or service. It’s apathy.  Your prospects don’t care. It takes a big idea for your prospect to notice.  Usually the big ideas are the simplest ideas.  They are easily understood.
3. Consistency. “Continuous effort—not strength or intelligence is the key to unlocking our potential,” Sir Winston Churchill and if Vladimir Lenin is correct when he said, “A lie told often enough becomes the truth,” then consistency is the most powerful advertising tactic.
4. Take risks.  “I’ve missed more than 9000 shots in my career.  I’ve lost almost 300 games.  On 26 occasions I’ve been entrusted to take the game winning shot and I missed. I’ve failed over and over again in my life, and that’s precisely why I succeed.”  Michael Jordan
5. Perception is reality.  If the consumer believes it to be true, then it is.  Do your research and know what the consumer thinks.  And know how to change it.
6. You cannot bore your prospect into calling you.  I know you have children and they are cute but using them in your advertising doesn’t affect my decision to purchase a ______________. Think about it.
7. Advertise, it pays.

About Ken Gasque

Ken Gasque is a brand developer—a professional marketer with a design background. Ken works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing. Ken writes a blog and lectures on brand and brand development. To learn more, visit www.Gasque.com