Gordon Carson

Many advertisers try and so many often fail. They try to increase their client’s customer base. To some, it’s like nailing Jello to the wall. They try, they miss the point and they fail. What are they doing wrong?

What they are doing wrong is not using the main point of their product or service, the main reason for its existence, as the focal lens for their marketing campaigns. They need – and I mean absolutely must have – a campaign focused on the consumer benefits of the product/service they’re promoting, what it does for the consumer, or else everything falls apart. It’s like the toothpaste commercial I saw.

The toothpaste commercial? There was this tv ad for a toothpaste. I don’t even remember the brand because something else completely unrelated to teeth or toothpaste got completely in the way. It was an attractive, well-built girl in her underwear. She was standing at a bathroom sink, fully visible for all to see, brushing her teeth. Did I hear what brand the toothpaste was? Probably. Did I see what brand it was? Most likely. Do I remember today what brand it was? Not at all. Someone in marketing obviously decided sex would sell toothpaste better than the reason for having that brand of toothpaste in the first place. I remember the girl, sure, but the toothpaste? Not at all. It was an attempt to position the brand as a sexy product but the nature of the ad completely overwhelmed the brand itself.

I doubt that this toothpaste ad made any impact on the toothpaste company’s bottom line at all. When I first saw it, I thought it was a bra commercial. It probably cost fifty thousand dollars in production. Meanwhile, a silly little song about a toothpaste brand that went off the market years ago still runs through the minds of millions: “You’ll wonder where the yellow went when you brush your teeth with Pepsodent.”

Hire me. Just do it. I will focus on the main reason your product or service is on the market. I will take that focus and write solid, creative copy to position your product/service as superior to your competition. That focus must become the main theme of all your marketing efforts. It will bring success if you stick to it. There can be only one. It’s the real thing. It’s the choice of a new generation. Contact me. We try harder. Bring it. gordon.carson@ymail.com.