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Old 02-15-2010, 07:37 AM   #1
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GFY Educational Series: Have Something Good To Say

Have Something Good To Say

The most critical element of advertising sounds pretty simple - have something good to say. But, if you don't get this right, you can just forget about everything else ... because your advertising will fail miserably without something good to say.

The great business philosopher Jim Rohn probably summed it up best in his lecture about communications. He was talking about personal communications, not about advertising, but the principles are identical. He said, to be a master communicator, all you've got to do is follow this simple three-step process:

1. First, have something good to say.
2. Second, say it well.
3. Third, say it often.

In terms of advertising, having something good to say means that you've innovated your business sufficiently so that you've got something unique that's worth advertising. Saying it well has to do with advertising in such a way that it gets people to notice and take action. As for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity and cost-effectively turn prospects into customers.

Before you can worry about how to say it well or say it often, you must first understand step #1 to successful communications: "Have something good to say." You probably didn't expect to hear that you may have to actually innovate your business to be successful. But it's hands down the best strategy you can use. You've probably heard the old saying "Build a better mousetrap, and the world will beat a path to your door." That may be true, but here's a strategy that consistently fails: Using catchy advertising, tricky words, and fast-talking to try and sell the same old boring mouse trap that everyone else is offering. Whoever said that line about the better mousetrap just didn't understand the principles that govern successful marketing and advertising.

Once you've created something people want - advertising becomes infinitely easier. Rosser Reeves was one of the most successful advertising men in the early days of the business. You probably haven't heard of him, but it's likely you're familiar with lots of things he created; even way back in the 50's and 60's. His most famous slogan was for M&M's: "They melt in your mouth, not in your hands"

Anyway, Mr. Reeves pointed this out way back in 1965: Have something good to say. Here is what he said about writing good advertising:

"The business should bring the copywriter a product or service that deserves
to be on the market. It should have significant points of difference from other
products. Then the idea behind the advertisement is very, very easy to find."
Rosser Reeves

For Example, if a manufacturer brings you a car that can go 500 miles on a gallon of gas, you don't have to look far for an idea for the ad. The idea is right in front of you. If, on the other hand, you have an Edsel that's not very different from any other car, you are doomed to failure in advance. It's unlikely any advertising brilliance could have saved the Edsel.

In case you're not familiar, the Edsel was the greatest embarrassment to the Ford Motor Company in the 50's. They spent record amounts of money promoting it, hyped it to the ends of the earth, and then ... nobody wanted it. Spending money on marketing, advertising, and the greatest advertising copywriters of the day didn't compensate for the lack of confidence, or lack of perceived value in the consumer's mind.

So think about this right now: Do You "have something good to say?" Are there things that you do that make you a better value for the money than your competitors? If not, then why is it that you expect to win in business? If you played the local high school varsity football team against the reigning Super Bowl champs, would you expect the varsity to win? Of course not. You've got to create something so unique, so good, so unparalleled that it makes your prospects say, "I would have to be an absolute fool to do business with anyone else."

So, take a moment and write down on a piece of paper everything about your business that is "good to say." Keep this handy as you work on your advertising campaign. You may find your list will change, but that's ok because this is a great place to start. Evaluate your business, and find what it is that makes you unique. Why should prospective customers choose you?

Bruce Friedman is the CEO of Adult B2B Marketing, a B2B marketing firm specializing in the adult space.

This article and the ones to follow in the GFY Educational Series were previously published as part of a marketing system that Adult B2B Marketing has full copyright approval to republish.
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Old 02-15-2010, 07:40 AM   #2
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Nice one
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Old 02-15-2010, 07:43 AM   #3
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Do you get new sig rules if you write something for the Educational Series?
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Old 02-15-2010, 07:43 AM   #4
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Nice thanks
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Old 02-15-2010, 07:44 AM   #5
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Do you get new sig rules if you write something for the Educational Series?
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Old 02-15-2010, 07:54 AM   #7
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Learn Proven, Innovative Marketing Strategies & Tactics To EXPLODE Your Revenue And Grow Your Business...In Just 7 Days!

The MONOPOLIZE YOUR MARKETPLACE system is a step-by-step program for innovating and marketing your company. We’ll show you how to first, BE better than the competition and second, DO marketing better than the competition so that you become the obvious choice to do business with.
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Old 02-15-2010, 10:41 AM   #8
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Old 02-15-2010, 10:50 AM   #9
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Bruce, thank you for participating and posting in the series!

Everyone else - Bruce will be sharing valuable marketing info every other week that he has rights to republish as stated at the bottom of his article. Let's recognize it for that, appreciate his willingness to share the info he owns, and take away the most from it possible.
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Old 02-15-2010, 11:40 AM   #10
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Quote:
Originally Posted by Roald View Post
Learn Proven, Innovative Marketing Strategies & Tactics To EXPLODE Your Revenue And Grow Your Business...In Just 7 Days!

The MONOPOLIZE YOUR MARKETPLACE system is a step-by-step program for innovating and marketing your company. We’ll show you how to first, BE better than the competition and second, DO marketing better than the competition so that you become the obvious choice to do business with.
Regularly $1500, Today For Only $150 !!
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Old 02-15-2010, 12:35 PM   #11
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cool stuff and good marketing skoolage .
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Old 02-15-2010, 09:19 PM   #12
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nice, thanks
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Old 02-15-2010, 10:56 PM   #13
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Yes!!

Quote:
Originally Posted by Roald View Post
Learn Proven, Innovative Marketing Strategies & Tactics To EXPLODE Your Revenue And Grow Your Business...In Just 7 Days!

The MONOPOLIZE YOUR MARKETPLACE system is a step-by-step program for innovating and marketing your company. We’ll show you how to first, BE better than the competition and second, DO marketing better than the competition so that you become the obvious choice to do business with.
Yes Roald, this is the system that the information originates. I am an agent of that system. Any other questions?
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Old 02-18-2010, 05:42 PM   #14
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Old 02-18-2010, 08:11 PM   #15
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Thanks for the great post!
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Old 02-19-2010, 06:59 AM   #16
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very nice, thanks
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Old 02-19-2010, 08:50 AM   #17
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great post !
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Old 05-13-2010, 09:41 AM   #18
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Very good post will.
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Old 07-20-2011, 03:35 AM   #19
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excellent article. very well written and very informative. thank you very much and keep posting such nice articles.
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Old 07-20-2011, 04:08 AM   #20
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Old 08-26-2011, 03:16 PM   #21
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This is so true .
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Old 03-23-2012, 08:20 PM   #22
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Another...

Another great Post
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Old 04-22-2012, 04:32 AM   #23
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Yoooo man .... fabulous work done by you !!! very hot post
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Old 05-20-2012, 05:06 AM   #24
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sweet read! well done
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Old 06-09-2012, 03:05 PM   #25
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Quote:
Originally Posted by AdultB2B View Post
Have Something Good To Say

The most critical element of advertising sounds pretty simple - have something good to say. But, if you don't get this right, you can just forget about everything else ... because your advertising will fail miserably without something good to say.

The great business philosopher Jim Rohn probably summed it up best in his lecture about communications. He was talking about personal communications, not about advertising, but the principles are identical. He said, to be a master communicator, all you've got to do is follow this simple three-step process:

1. First, have something good to say.
2. Second, say it well.
3. Third, say it often.

In terms of advertising, having something good to say means that you've innovated your business sufficiently so that you've got something unique that's worth advertising. Saying it well has to do with advertising in such a way that it gets people to notice and take action. As for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity and cost-effectively turn prospects into customers.

Before you can worry about how to say it well or say it often, you must first understand step #1 to successful communications: "Have something good to say." You probably didn't expect to hear that you may have to actually innovate your business to be successful. But it's hands down the best strategy you can use. You've probably heard the old saying "Build a better mousetrap, and the world will beat a path to your door." That may be true, but here's a strategy that consistently fails: Using catchy advertising, tricky words, and fast-talking to try and sell the same old boring mouse trap that everyone else is offering. Whoever said that line about the better mousetrap just didn't understand the principles that govern successful marketing and advertising.

Once you've created something people want - advertising becomes infinitely easier. Rosser Reeves was one of the most successful advertising men in the early days of the business. You probably haven't heard of him, but it's likely you're familiar with lots of things he created; even way back in the 50's and 60's. His most famous slogan was for M&M's: "They melt in your mouth, not in your hands"

Anyway, Mr. Reeves pointed this out way back in 1965: Have something good to say. Here is what he said about writing good advertising:

"The business should bring the copywriter a product or service that deserves
to be on the market. It should have significant points of difference from other
products. Then the idea behind the advertisement is very, very easy to find."
Rosser Reeves

For Example, if a manufacturer brings you a car that can go 500 miles on a gallon of gas, you don't have to look far for an idea for the ad. The idea is right in front of you. If, on the other hand, you have an Edsel that's not very different from any other car, you are doomed to failure in advance. It's unlikely any advertising brilliance could have saved the Edsel.

In case you're not familiar, the Edsel was the greatest embarrassment to the Ford Motor Company in the 50's. They spent record amounts of money promoting it, hyped it to the ends of the earth, and then ... nobody wanted it. Spending money on marketing, advertising, and the greatest advertising copywriters of the day didn't compensate for the lack of confidence, or lack of perceived value in the consumer's mind.

So think about this right now: Do You "have something good to say?" Are there things that you do that make you a better value for the money than your competitors? If not, then why is it that you expect to win in business? If you played the local high school varsity football team against the reigning Super Bowl champs, would you expect the varsity to win? Of course not. You've got to create something so unique, so good, so unparalleled that it makes your prospects say, "I would have to be an absolute fool to do business with anyone else."

So, take a moment and write down on a piece of paper everything about your business that is "good to say." Keep this handy as you work on your advertising campaign. You may find your list will change, but that's ok because this is a great place to start. Evaluate your business, and find what it is that makes you unique. Why should prospective customers choose you?

Bruce Friedman is the CEO of Adult B2B Marketing, a B2B marketing firm specializing in the adult space.

This article and the ones to follow in the GFY Educational Series were previously published as part of a marketing system that Adult B2B Marketing has full copyright approval to republish.
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Old 08-08-2012, 12:34 AM   #26
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Convincing user

Most important thing is convincing user about your product.
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Old 08-17-2012, 12:25 PM   #27
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Good sharing......carry on...
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Old 09-01-2013, 02:08 AM   #28
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thanks for post!
I had a great idea from it
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Old 09-05-2013, 01:33 PM   #29
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Interesting article!
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Old 10-17-2013, 03:28 PM   #30
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Thanks yet again!
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Old 10-23-2013, 09:07 AM   #31
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Bruce, Nice post.
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Old 11-06-2013, 07:38 AM   #32
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Quote:
Originally Posted by AdultB2B View Post
If, on the other hand, you have an Edsel that's not very different from any other car, you are doomed to failure in advance. It's unlikely any advertising brilliance could have saved the Edsel.
...gotta give 'em credit for trying: "never before a car like it" ...don't say much...

thanx for the tut Bruce!

.
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Old 12-06-2013, 03:49 AM   #33
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nice, ty
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Old 02-13-2014, 11:01 PM   #34
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thanks for the information
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Old 11-18-2014, 09:24 AM   #36
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Good post thanks.
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Old 12-10-2014, 03:45 PM   #37
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Awesome tutorial, tnx for your post.
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Old 12-10-2014, 04:27 PM   #38
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Great post, thanks a lot
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Old 12-12-2014, 12:25 AM   #39
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Interesting read, thankyou
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Old 12-12-2014, 12:25 AM   #40
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Wow, this is fucking fantastic
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Old 12-12-2014, 12:25 AM   #41
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Excellent post, thanks a lot !!
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Old 12-12-2014, 12:25 AM   #42
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This is HUGE man, thanks!
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Old 12-12-2014, 01:55 AM   #43
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Cool read!
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Old 12-12-2014, 01:55 AM   #44
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Thanks a lot man for all this killer post
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Old 10-16-2015, 01:51 PM   #45
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Cool read! Thanks!
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Old 01-05-2016, 10:57 AM   #46
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Very good and detailed post.
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Old 01-22-2016, 10:51 PM   #47
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great article as always! thx
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Old 02-03-2016, 11:19 AM   #48
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Always look on the bright side of life ;) tnx
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Old 02-23-2016, 01:56 PM   #49
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