It’s The Sizzle Not The Steak! – eBook

$6.00

What is advertising?
Q: Is it a work of beauty or art? Is it clever slogans or amusing prose? Is
it workmanship to be judged for an award or recognition?

A: None of the above.

The old sales axiom, “Ready, fire, aim!” doesn’t do much to help that image in the minds of those who don’t understand it. Many times now people say advertising a strictly a fly by the seat of your pants, take your best shot effort in which to promote and merchandise their service or product. And unfortunately many groups do act that way, riding on hunches as the best way to advertise their event. Sometimes it even works. Most times, however, it doesn’t. Knowing the

customers and their behavioral and buying preferences is the core to any advertising plan. With out that knowledge, you cannot do very much or proceed very far with any kind of comprehensive effort.

Many years ago I attended the Ford motor company’s marketing program and they told of a design that they had. This design had all the features people were looking for as well as being distinctive with great appeal. The style and the design would please the consumer. It was a win, win situation. Henry Ford junior was so excited about it, he even named it after his son and we all know the story behind the Edsel. Today of course those cars in mint condition are worth a lot of money but I don’t think most of us want to wait that many years for our event to be successful.

It’s critical to note that, a world increasingly cluttered with advertising messages sent to newspaper, television the Internet of course is backed by research done on how much of a chance the item really has to succeed. We have to take the time to do the homework and research when it comes to advertising our Events if we want them to be successful. That’s what we are trying to do here.

T.L. Bush

It’s The Sizzle Not The Steak! – eBook

$6.00