When working on your company’s advertising, stay truthful when your business aspires to be number one, two, or a rising star in the crowd. Examine closely what your competitors are saying in their ads. Chances are high that they are also telling the truth, so follow suit by examining the strengths that exist in your business that may not have been mentioned by the competition in their ads, and see if you can capitalize on a truth that hasn’t been brought up before. Keep your copy succinct while staying true to the facts; the audience gives little time to evaluate your message to get to the truth. If you need to back up the claims, do so with minimal jargon.
It’s clear that this short essay doesn’t draw on ad industry statistics but rather a historical perspective that we can rely on today. The truth worked well then, and it works today. As I write this, I am reminded of two mantras that I live by: “If you want good self-esteem, then do estimable things,” and the one I say to myself every morning, “Just do the next right thing.”
If you would like to discuss how you can use truthful advertising to your advantage, please email or call me. I guarantee truthful advice.
Before joining Alaska Business, Janis was a ‘jack of all trades’ in Alaskan advertising for over two decades, working at some of Alaska’s best ad agencies. While he is pretty capable with a camera and loves photography and graphic art, he’s quick to say, “I’m not a graphic designer, and I don’t play one on TV.” He is, however, pretty handy at working one on one with clients seeking advertising solutions in Alaska Business. Janis is a product of the UAA JPC program and believes the pursuit of knowledge and professionalism are lifelong endeavors. When not helping advertisers, Janis celebrates his love for fish and music with a guitar in one hand and a fly rod in the other.
