Strategy versus tactics (and more Trump).

Here are two ads that appeared in Money Week 5 days ago.

Both are run by investment firms but neither will get many people to invest.

That’s because hardly any investors read an ad in Money Week, then invest with the advertiser.

They will invest through intermediaries – advisors and so on.

Nevertheless, both advertisers have the right strategy. They want to create awareness - make their names familiar to investors.

That way, when an advisor says they are going to put your money into such and such you will be reassured. You know the firm’s name and you may feel they know what they’re doing.

This is the first stage in the process of persuasion. Awareness.

One reason why Donald Trump has done so well in the U.S. Republican Primaries is simple. More people knew who he was than any of his opponents. This will not be true with Clinton; maybe the election will be decided on who is least disliked.

Now please look at the two ads

Only one has the right tactics; and if you want your ads to work, you need to know why.

One has a headline – Curiosity - devoid of anything even vaguely suggesting a benefit, with a silly, ill-chosen picture, and copy laid out over it which impedes easy reading.

Moreover, those responsible don’t know that the best headlines offer a benefit or promise the reader will avoid a loss.

Nor do they know that if you use a person in your ad you should have them looking out at you as that will substantially boost readership.

Neither the people who prepared this ad nor those who approved it have ever studied the rudiments of advertising.

The other ad is part of a campaign which always features the same elements – the nest egg and the upward facing zig-zag line. And it promises a benefit. Even the slogan promises something.

A campaign gives your brand a consistent image. People become not merely aware of who you are; they know what you stand for and this campaign has been running for years, always talking about the way Artemis hunt for profits.

Besides having a distinctive style this is many times more effective than the other ad. Right strategy; right tactics.

You may wonder how I know all this. It is because I have spent well over 50 years studying what works and what doesn’t – not just in advertisements but in every medium, on-line or off.

That is why our clients consistently make more money when they deal with us. And no matter that you sell, you probably will too. If I don’t think we can improve things for you we will tell you.

Here are 26 categories in which our clients operate.

Asset Management * Language courses * Wine * Print & design * Anti-fouling coating for ships' hulls * Website optimisation * Productivity software * Infrastructure and VOIP * Gents clothing retailers * Photography workshops and books * Staff Planning software * Children's Charity *  International Theatre & Music * Stone polishing pads * Data Provision * Financial advice*Pet Insurance * Fitted Kitchens * Hearing Aids * Holidays * Business Loans * Personal Training * Luxury Chocolates *Old Peoples’ Charity * Politicians * Gourmet Foods from Spain

If you are not happy with your return on investment am pretty sure we can help you, too.

Just drop a line to Gerald, as he manages things. 

I just try to make your strategy and tactics are right.

And if you want advice on either, I can help there, as I have for many of the world’s major (and minor) companies.

Best,

Drayton