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Jeff Berney's Articles in Advertising

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  • Be Courageous
    Let’s get one thing straight from the very beginning. No company ever dominated its industry by operating with a philosophy of fear. And, ultimately, no company can survive if it doesn’t learn to conquer its fear and take chances, make changes.
  • Be Imaginative
    A good advertising campaign will reach your target audience and talk to them on a personal level. This has a valuable effect on your sales and reputation. A great advertising campaign will do more than that. It will create a buzz outside of your target audience.
  • Be Rebellious
    The answer to clutter is not more clutter; it’s finding who wants to hear you and speaking to them. So how do you compete if you can’t out shout or out discount your competition? You get rebellious and radical with your advertising.
  • Be Single Minded
    As long as the advertising industry has been in existence there has been debate about whether advertising is art or commerce. Quite frankly, this kind of divisive argument is a waste of time and has only helped to diminish what little respect the industry has earned through the years. Besides, the answer is simple. Advertising is the art of commerce.
  • Don't Assume People Care
    Just because you’ve paid money for an ad doesn’t mean anyone is going to care. You’ve paid for the space, not the audience. And today’s audience is a hostile one when it comes to advertising.
  • Features are not Benefits
    People don’t buy features; they buy the promise of what those features can do for them. Features are meaningless. Benefits are what sell your products or services.
  • Involve Your Audience
    The best ads don’t talk at the audience, and they don’t talk down to them either. In fact, the very best and most effective ads don’t talk to an audience at all. They talk to a person, one person.
  • You Work For Your Customers
    A company’s primary objective should be to serve its community. This isn’t some liberal, utopian, socialistic, touchy-feely sentimentality. This is a too little recognized and often overlooked factor in a company’s long-term success. The reason it is hard to believe is because we are confronted with daily headlines about greedy CEOs, profiteering multi-nationals and selfish companies of all sizes.
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