They All Laughed When I Tried To Write Better Advertising...

"HOW DO WE MOVE THE NEEDLE?"
 
That's the question. It comes from Canada via Chris Pollard, Creative Director at 92.7 CKDR in Dryden, Ontario. 

And even if you don't care about radio, stick around. It's going to be worth your while.
 
When we threw out the solicitation for your burning questions about branding and marketing, Mr. Pollard was first out of the gate.
 
He asked, "How do we move the needle?" 

Normally, the phrase "moving the needle" is a reference to generating sales for a client. Creating advertising that sells more product is moving the needle.
 
But in this case, Mr. Pollard is talking about training his team in making better, more creative and more effective advertising.
 
He says, in part, "A lot of marketers out there...want to improve their skills. But training opportunities are sorely lacking. Is there something out there we're missing? My corporate cohorts and I have discussed it several times over the years, and our searches always come up empty."
 
I can guarantee you, the answer is not one he's expecting, and it's going to be more applicable across the board than you expect.
 
 
RADIO IS A VAST WASTELAND
 
With apologies to erstwhile FCC Chairman Newton Minow, whose famous "vast wasteland" speech to the National Association of Broadcasters in 1961 sent TV programmers a searing message about the quality of their content, radio has become a creative desert.
 
A fact of the business is that wildly talented and dedicated people get sacked because they're "too expensive." More and more, everything is run by beancounters lacking insight, employing low-wage  bean counters who lack skill or intellect, supervised and trained by people who aren't all that great, either. or, who have just given up and do what they can with what they're given. (I am not painting Mr. Pollard's employers with this brush. They seem to be an exception.)
 
Mr. Pollard goes on to talk about the few, expensive courses out there, and the many affordable ones--many which have fallen by the wayside because nobody can get their stations to pay for them.
 
So the real question is: Where is the affordable training?
 
To which I say: It's all around you. Just do it. 
 
 
Become A Geek For Advertising
 
Not just radio, but all advertising.
 
I'm routinely shocked how many radio people do not have any comprehension of how advertising works, what constitutes good advertising, and how they know nothing about advertising history.
 
Radio has its uniqueness, for sure.
 
But it also shares commonality with all advertising in that it's a form of persuasion.
 
It doesn't matter what kind of advertising you do, you need to understand techniques and history.
 
If you say "John Caples" to most advertising (and radio) people, they look back at you with all the comprehension of a Labrador retriever.
 
 
IF YOU MENTION CAPLES' MOST FAMOUS HEADLINE?
 
You might get a smattering of more comprehension.
 
The famous headline is, "They laughed when I sat down at the piano--but when I started to play!"
 
It's an ad for at-home music courses, and it is famous in advertising to the point of being a cliché.
 
The ad taps into the emotional desires we experience as humans. It features a cliffhanger headline that makes the reader say, "Tell me more!" It makes the pitch with a human and real sounding story from a happy customer.
 
It's a brilliant lesson in how to make an ad work--and it was written almost 100 years ago.
 
Caples also wrote a landmark book called, Scientific Advertising. Caples had no patience for funny advertising, and he's very dry. But the book has valuable lessons.

There's even an awards competition named in his honor that requires entrants to prove how well their advertising worked. 
 
Besides Caples' book, there are also plenty of other books available to anyone who's interested in understanding the history and fundamentals.
 
Yes, times and fashion change.
 
 
FUNDAMENTAL HUMAN PSYCHOLOGY DOES NOT
 
That's why so many books on advertising, while being out of date as fashion goes, still provide a killer education in advertising.
 
Just for example...
 
Ogilvy On Advertising
One of those old chestnuts about the business, it too provides important information about how to craft advertising. And if you read it, you will learn why Ogilvy loved radio and called it, "The Cinderalla medium."
 
Bill Bernbach's Book
An incredibly expensive book because it's out of print. But it's a lesson from a man who changed the face of US advertising almost singlehandedly. It's filled with simple and pithy advertising that provides brilliant examples of conceptual thinking that make you stop and say, "Wow." The ojne ad you probably know: Vollkswagen "Think small."
 
When Advertising Tried Harder
Like the Bernbach book, this is also out of print and expensive. But it provides a litany of pithy, in your face ads that, again, helped change the face of advertising.
 
Hey Whipple, Squeeze This
Luke Sullivan's "Classic guide to creating great ads" is funny and potent and irreverent and will make you spit chocolate milk out of your nose. Well, maybe not the latter. But it's an excellent guide.
 
Wizard Of Ads
If you haven't read Roy Williams' first book, get it. Now.  


AND ONE OF MY PERSONAL FAVORITES...
 
The Book Of Gossage
This is an enormous and heavy trade paperback about a cult figure in 1960s San Francisco advertising, Howard Luck Gossage. This is the man who coined the phrase, "When life gives you lemons, make lemonade." 

Gossage had his ad agency in a converted firehouse. He was an intellectual eccentric who once fired a junior copywriter by the name of Jay Conrad Levinson. 

Yes, the father of Guerrilla Marketing worked for Gossage, and one day after submitting a copy assignment, Levinson got it back with a note that said something to the effect of, "There's nothing more I can teach you. You're fired." 

Levinson has a chapter in the book. Jeff Goodby wrote the introduction. 

If you don't know who of either of those people are, you're way behind the curve.
 
 
YES, ALL OF THE BOOKS ARE ON ADVERTISING IN GENERAL
 
Not radio. 

And they are useful informative, and important.

Each of them, in their own way, leave you thinking, "Wow, that's good."
 
At Slow Burn Marketing, we have always maintained that small business advertisers can take many cues from big advertising agencies.
 
And these books are just part of the legacy that Big Agency Advertising has to offer the small-business advertiser--even one who works in radio.
 
This rant is going to go on into next week. There's too much more to say and not enough time in which to say it.
 
But once again, if you want to create better advertising, stick around for next week. It'll be worth it.  

As always,
​
Blaine Parker
Your Lean, Mean Creative Director in
Park City
www.slowburnmarketing.com