Imagine Advertising with Creative Copywriting

photo by matt.hintsa via flickr

“Imagine more shoes than you could ever imagine.”

…rewind…

“Imagine more shoes than you could ever imagine.”

OK, that’s what I thought it said. That’s some of the worst copywriting I’ve ever heard. This was the lead-in line to a TV advertisement for Off Broadway Shoes. I’ll concede that perhaps the copywriters were trying to get attention by having this very confusing line. But, I think it’s simply not a good line. How do I imagine more shoes than I could ever imagine? I tried. I couldn’t do it. No matter how many shoes I imagined, I could never imagine more than I could ever imagine.

Bad line.

Off Broadway Shoes doesn’t have a version of this ad available to embed here on the blog. But they have it here on their website or here on Facebook.

Is it just me, or does anyone else think this is a bad line? Anyone think it’s a good line?

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Dove for Men and Oprah – Sponsorship Fail?

I happened to be home early this afternoon because I had to take my son to a doctor’s appointment. He was a little fussy and it sometimes distracts him when the TV is on, so I thought I’d give it a shot. When I turned on the TV, Oprah‘s show was on. Within a minute or so, she took a commercial break. As we transitioned to the commercials, there was a message informing us that the Oprah show was brought to us by Dove Men+Care. “Hmmm…” I thought to myself, “That’s an odd partnership.”

Flickr via nayrb7

As I’ve posted before, there are some marketing and advertising placement decisions that just don’t make sense, especially in very clearly male or female-targeted programming. This seems to be one of those situations. Why would a product line that is very clearly targeted for men sponsor a very clearly female program like Oprah? In fact, according to Quantcast, the viewing audience of Oprah.com is 70% Female (Sorry, I couldn’t find reliable TV show viewer demographics, but we can easily conclude that the demographics are dominantly female as well). If you want to sell to men, sponsor a men’s program, right?

Flickr via theimpulsivebuy

I did have to consider that their marketing strategy was to target women since they tend to make many of the household purchasing decisions. But, Dove Men+Care marketing is directed toward men. Check out some of the TV advertising. Actually, I really like this advertisement. I think it’s funny and I think that it actually speaks to men very well. But this only serves to further confuse me. This is a marketing campaign that targets men!!! Why are they sponsoring the Oprah show?!?

So, I’m turning to the fine folks at Dove to help me understand your strategy. Perhaps it makes a lot of sense. But, on the surface, I can’t tell why you would spend a lot of money (and I know it’s a LOT of money) to sponsor the Oprah show, which is going to expose your product line to women, when your other Dove Men+Care marketing and advertising speaks to men. So, any of you Dove marketers who subscribe to my blog (and I’m certain there are dozens of you), I’m waiting. What’s going on?

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New Media and SEO at the Nevada Interactive Media Summit

As I posted previously, I had the honor of presenting at the annual Nevada Interactive Media Summit again this year. The Nevada Interactive Media Summit seeks to “bring together business owners, non-profit advocates, publishers, newsmakers, bloggers, podcasters, filmmakers, media, PR and advertising professionals and anyone else interested in interactive media from every corner of Nevada together for hands-on learning, rich discussions, opportunities to meet with local companies working in interactive media and plentiful networking opportunities.” I felt fortunate to be the only presenter to give two separate presentations – one on the New Media landscape and one on the strategy behind Search Engine Optimization (SEO). This is the second year that I’ve presented New Media 101, and it was just as thrilling for me this year as it was last year. I really love the opportunity to take these seemingly complex (and to some people, scary) concepts and bringing them back down to Earth where they belong. The SEO presentation was a first timer for me and while I was pleased with it, I’d like to further refine it, and bring some more examples and humor into it. The conference was well worth the price of admission for attendees ($25), and there were so many intelligent minds in one space, and so many new and exciting ideas that it made for a wonderful experience. Thank you to the Summit coordinators who invited me to present my ideas and knowledge.

I’ve embedded the two presentations below. If you’d like me to present either of these for your business or organization, please feel free to contact me.

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I’m Presenting at the Nevada Interactive Media Summit

There’s no doubt been a buzz about if I would be presenting at this year’s Nevada Interactive Media Summit. And the great news for all of my loyal followers (both of you), is that I WILL be presenting! The event will be Saturday, March 6, 2010 at the University of Nevada (click the link above to get more information and to register). Registration for the all-day event is only $25 and will be well worth it. Make sure you check out the lineup of presentations, speakers and discussion panels.

I will be doing two presentations this year:

1) New Media 101: What is it, Why use it?
2) Searching for Strategy: There’s More to SEO than Code

I hope to see you all there!

(BTW – could this badge clash more with my blog design colors? Then again, most everything clashes with my blog design colors.)

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Do You Hear Yourself Speak?

If you only knew me based on this blog, you may think that a lot of things bother me because I sometimes use this as a forum to talk about things that irk me. Fine – I’ll concede to that. And yes, this is another post like that. This one is about perhaps my greatest of pet peeves – grammatical errors and misspoken words and phrases. For one reason or another, it drives me crazy. I could easily write a post about misspellings and misuses of words (there, they’re, their), but I found this brilliant post on The Oatmeal, so I’ll just refer you to them. Here are a few examples of the screwed-up words and phrases (also known as malapropisms) that really make me grind my teeth. I’d love to hear some of yours, too…

CORRECT: ALL INTENTS AND PURPOSES
THE SCREWED-UP WAY YOU SAY IT: ALL INTENSIVE PURPOSES

The initial wording is reportedly “to all intents, constructions and purposes,” instead of all intents and purposes. It basically means under most usual circumstances, in most practical situations, or for purposes that are practical. “Intensive” implies the level of intensity of the purposes. I know, they’re kind of close, but you’re saying it wrong.

CORRECT: ET CETERA (ETC.)
THE SCREWED-UP WAY YOU SAY IT: ECK-CETTERA (ECT.)
There’s just no excuse for this one. The word is et cetera – it’s a Latin term meaning “and other things” or “and so forth.”

CORRECT: ACROSS
THE SCREWED-UP WAY YOU SAY IT:
ACROSSED
“Guess who I came acrossed at the nude pep-rally today?” or “The puppy mill is acrossed the street from Wendy’s.” These are SO wrong. Acrossed does not exist. Quit adding that extra sound at the end of the word. Seriously. You sound stupid.

CORRECT: TOUGH ROW TO HOE
THE SCREWED-UP WAY YOU SAY IT: TOUGH ROAD TO HOE
Think about this one. Why in the hell would you be hoeing a road? Do you know what a hoe is (smart-asses need not answer this question)? It’s a gardening tool used to dig trenches in soil, uproot weeds, etc. So, go ahead and scrape a hoe along the asphalt – I guess that would be pretty tough.

CORRECT: FLESH OUT
THE SCREWED-UP WAY YOU SAY IT: FLUSH OUT
If you have an idea that is incomplete and needs more thinking and more substance, you need to flesh it out, not flush it out. Fleshing out an idea is like a sculptor giving flesh to a skeletal form. An incomplete idea is like the skeleton – you need to flesh it out to make it whole. Flushing it out refers to chasing it into the open like a criminal or a bird or a criminal bird.

I think I’ve made the world a little better place by educating the few of you that read my blog. Please know that if you use these words and phrases incorrectly around me, I will want to slam your head in a car door.

Anybody else have some they’d like to share?

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We Love it When You Win. Just Not Too Much.

In America, we love winners. We’re a country of winners and we embrace those among us who are masterful winners. No place is that more evident than in sports. There’s a clear winner and a clear loser, and we all want to be a part of the winning team. We tell the tales of winners and heroes over and over again. We love winners.

But, I think that we can only bear so much winning before we turn on the winner. We’ll embrace a winner or a winning team until they win too much. Yes, win too much. There are many examples of teams that fall into this category – New York Yankees, Dallas Cowboys, Florida Gators football, New England Patriots, Los Angeles Lakers, etc. I realize there are many more, and I realize there may be other factors, but I think a major factor is that they won too much.

So what happens when they win too much? We turn on them. In fact, we celebrate their losses; we delight in their defeat.

Why is it that we get irritated by too much winning? Is it that we don’t like the expected? If a team or player becomes dominant, and it is expected that they’ll win, I think it actually begins to turn us off. There appears to be a bell curve. The more a person or team wins, the more we love them. But it peaks at some point, and the more they win, the more we dislike them. The more we root against them.

I think this winner’s bell curve theory applies to sports, celebrities, politicians, even our friends. We start to root for successful people to fail. We want to root for the underdog. We want to root for those who shouldn’t win to win, and root for those who should win to lose. We don’t want to see people continue to win. Why do we do this?

Bell Curve

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Les Schwab Does Good Business

I know that we all have different experiences with companies – sometimes good, sometimes bad. In fact, good brands want to make that experience as consistent as possible from person to person. On this post, I’d like to compliment Les Schwab for the experiences I’ve had with their company. For about five years now, I’ve been visiting Les Schwab for all of my tire needs (although, I recently discovered they do much more than tires well). They’ve earned my trust – and I believe that is paramount in any successful relationship (be it personal life or professional life). Les Schwab is one of the few companies I’ve encountered that I trust to not rip me off. I have a long history of sales experience – I understand how it works, how up-selling works and pushing goals to increase the average transaction price per customer. Businesses can get carried away with this sales mentality, and forget to value the relationship with the customer. But that doesn’t seem to be the case with Les Schwab.

I can’t tell you how many times my wife or I have taken our cars to Les Schwab only to have them find ways to save us money, tell us that something would be unnecessary, or simply give us a service for free, thank us, and send us on our way. Are you kidding me? This from someone in the automotive industry – an industry notorious for ripping you off (come in to get a filter changed, and end up replacing your transmission). Now, Les Schwab could easily tell me I need to replace all my tires with the top-of-the-line performance tires. But, instead, they’ll let me know I only need to replace two tires, and then suggest a model that will perfect for my car and find a way to give me a 10% discount on them. Thanks. Just last week, I brought my car in because my brakes had been squealing. I asked them to inspect the brakes and replace them. They inspected the brakes, cleaned them up a little bit and then informed me that they looked great and I was good to go – free of charge. Many other automotive companies would have replaced my brakes anyway, even if they were perfectly fine – and they would at least charge me for the brake inspection.

So, kudos to you, Les Schwab. You value my trust, and you have earned it – and along with it, my continued business. You need to be recognized for that.

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