Don't Be a Tom, Dick or Harry
Don't Be a Tom, Dick or Harry
(Karen E. Hipp, Author, Do-It-Yourself Marketing) You've
followed all the "rules". You took out a few ads to promote your
company, ran the ad frequently and gave it time to turn into
sales. Yet, here you are left with advertising bills to pay, and
not much to show for it.
What went wrong? Maybe you were a Tom, Dick or Harry.
That means that the actual ad itself that was produced by you,
the newspaper, your graphic artist etc. looked like every other
ad you see in print. "But, you say, I was just doing what
everyone else does." Exactly. Hopefully you don't have a product
quite like everyone else so why should your advertising look
like everyone else?
Just like your product, your advertising must "stand out" from
the crowd to get noticed.
I'm not making this up. But when I was working for a large
company, I was responsible for the "creation" of the ads. The
size, headline, overall look, etc. We placed a lot of ads.
Sometimes up to 5 times a week in our local paper. One day as I
was skimming through the paper looking for our ad, I couldn't
find it. Irate because someone at the paper must have screwed
up, I called my account executive. She started going through
that morning's paper on her desk and15 seconds later said,
"Here it is, on page 4."
Yup. There it was. Sheepishly, I apologized to my account rep
and gently put down the phone.
I couldn't find our own ad! And it was big! If I couldn't find
it, I'm certain there were many others who didn't either. Ok,
there were two possible scenarios.
I had seen the ad in the paper so much, that it became invisible
to me. The ad never really did stand out.
Neither one of these scenarios is good. I asked people who had
never seen our paper to find our ad. No problem. So that left #1.
*I had been using this same ad format for over a year, changing
copy here and there.
*It became too stale. Everyone's like "Yeah there's that ad
again