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Give Your Advertising the Black Marker Test

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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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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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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.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular