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Give Your Advertising the Black Marker Test

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Published

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Does it help you stand out?

Is your advertising sufficiently different? Is it helping you stand out, or is it just blending into the drone/clutter of marketing messages surrounding consumers in your town.

Here’s one test you can try to find out, suggested by the bloodthirstily-titled marketing book, Do It! Marketing: 77 Instant-Action Ideas To Boost Sales, Maximize Profits and Crush Your Competition by David Newman.

Take your ad (it also works with brochures, websites or any other marketing material) and an equivalent piece from your competitor and put them side by side. Black out both company names. Then ask yourself the following questions, and answer honestly:

Could my advertising material be mistaken for the other company’s? Could I just cut out my competitor’s name and put mine on it? Is there any chance my prospects wouldn’t know the difference between the two companies at a glance?

So, how did you do? Try running the same test on your staff, family, customers, and see how you do then.

If you’re not passing this test, it’s time to take a different approach to your marketing.

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This article originally appeared in February 2014.

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This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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Brainstorms

Give Your Advertising the Black Marker Test

mm

Published

on

Does it help you stand out?

Is your advertising sufficiently different? Is it helping you stand out, or is it just blending into the drone/clutter of marketing messages surrounding consumers in your town.

Here’s one test you can try to find out, suggested by the bloodthirstily-titled marketing book, Do It! Marketing: 77 Instant-Action Ideas To Boost Sales, Maximize Profits and Crush Your Competition by David Newman.

Take your ad (it also works with brochures, websites or any other marketing material) and an equivalent piece from your competitor and put them side by side. Black out both company names. Then ask yourself the following questions, and answer honestly:

Could my advertising material be mistaken for the other company’s? Could I just cut out my competitor’s name and put mine on it? Is there any chance my prospects wouldn’t know the difference between the two companies at a glance?

So, how did you do? Try running the same test on your staff, family, customers, and see how you do then.

Advertisement

If you’re not passing this test, it’s time to take a different approach to your marketing.


This article originally appeared in February 2014.

Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Most Popular