“Advertising is the art of getting a unique selling proposition into the heads of the most people at the lowest possible cost.” – Rosser Reeves
There is no one-size-fits-all guide to advertisement. There are, however, a collection of timeless mantras that continue to provide the backbone to every successful advertisement in every era and across every medium. Some of the most important elements include the crucial development of a Unique Selling Proposition, understanding your target audience, knowing your ideal channel, and establishing a walk-jog-run approach to your campaigns to effectively scale.
These few rules and a handful of others constitute 7 iron-clad advertising rules that continue to guide SMB brands to financial success.
Your brand probably isn’t suited to the outrageousness of, say, a Budweiser or a Doritos advertisement. It’s also probably not well-established enough to get away with the playful indirectness of advertisements from Geico or Priceline. But what these campaigns have in common with yours is that -- tone, budget, or brand aside -- they all convey a Unique Selling Proposition that continues to convert viewers over and over and over again.
David Ogilvy famously said, “When I write an advertisement, I don’t want you to find it creative. I want you to find it so interesting that you buy the product.” Advertising isn’t the art of being as creative, original, or unique as possible; it’s about being thoughtful, analytical, and consistent enough to convey the perfect message to the perfect audience.
Below are 7 timeless rules that are helping brands “show” instead of “tell” and continue to prove remarkable ROI in the process.