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Sizzle title by David Pierik, text created using modified public domain plastic explosive font by Sierra

Sizzle up your sales

Article and images © by Dave Pierik

You have heard the saying, "Don't sell the steak, sell the sizzle." This kind of thinking is just the tip of the iceberg when it comes to the words you choose to represent your product or service.

Images are crucial as well and will be discussed elsewhere. The Pierik Group of multimedia services would be incomplete without some of my thoughts about developing slogans and body copy.

As my customer, you are in charge and I will be listening very closely to what you have to say about what your product or service has to offer your ideal customer.

While the truth is that anybody could write slogans and ads (we are all lifelong students of advertising), I just happen to have formally studied the subject and written tens of thousands of ads. I have had the benefit of getting customer feedback. In the process I've developed some advertising instincts, and I've won some advertising awards during my ad career.


Keep it fresh, and keep it going

There is no point of arrival in marketing. Coca-Cola was founded in 1886 and has continually rebranded itself ever since with lots of slogans. You should use the best of what you have and get as much mileage as possible out of it for the duration of your current campaign cycle. As they say, "If it ain't broke, don't fix it." But marketing is like a bicycle, you have to keep pedalling, always thinking about ideas for the next promotion. Even if the current campaign is generating success, it should always be kept fresh and expanded upon whenever possible. Slogans title by David Pierik, text created using modified public domain plastic explosive font by Sierra

Complacency is easy, and perspective can be difficult because it is possible to be so close to something that you can't see the forest for the trees. If you run an ad that does not work, get together with your marketing professional, go back to the drawing board and figure out a new message and a new look for your ad. Ideally you should work up a new slogan, photo and caption, then run the new ad. Keep trying because proper advertising does pay off big time in the long run. Fine-tuning your media mix might also be in order, but don't ignore what your ads are saying.

That happy drumbeat of ads needs to keep beating because customer awareness is the heartbeat of your business. Advertise in your target market with the right message at the right time, and you greatly improve customer awareness about what you have to offer. Figuring out the right slogan might seem unimportant, but in truth it is the most important lead nugget of information you offer your potential customer and it is worth your investment of time and if possible, professional outside opinions.

Let's talk.

Call me at (360) 490-4695 or email me,