Posted by Scott Bywater in advertising, copywriting Dec 3rd, 2010

It was interesting listening to all the opinions about the World Cup Bid yesterday.

All of the experts were saying it was so amateur… 10 years old… tacky… etc.

But then one guy got on there and said one of the smartest things anyone could say…

“I don’t like it, but I am not one of the judges”

Then he went on to say I imagine those people making the video studied the judges and this is based around what they want.

So were all the other experts right – after all, I heard this morning that we only got one vote.

Maybe. Maybe not.

I honestly think the video only plays a small part in their decision making, so it’s hard to tell.

I didn’t think the video was too bad – in targeting the market we were after.

And there’s a lesson here we can all learn from our own marketing.

In the early days, I didn’t used to frame my clients very well. Also, I used to cold call which used to start things off on the wrong foot in the first place.

So what I’d do is I would hand people my ad.

And then they would pass it around their office.

And nobody would like it.

Then they would say: Nobody likes it. It’s a crappy ad…

… just like all of our experts did on the radio yesterday.

Well, here’s what I say to people now…

It doesn’t matter what your friends think. It doesn’t matter what your friends and family think. It doesn’t matter what I think. The only thing which matters is what your prospective customer thinks.

And you cannot find that out by showing them the ad. The only way you can find that out is by running the ad and allowing them to vote with their wallet.

And rest assured, when you get your hands on
despite the fact the ads you write will be based on formulas which have been proven to work…

everyone will tell you they are too wordy, too ugly, etc.

But the lesson in all of this is to ignore everyone’s opinions and let your prospective customers make the decision about what works and what doesn’t.

After all, their opinion is the only one that counts.

Scott Bywater

Direct Response Copywriter at Copywriting That Sells
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Scott Bywater

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  1. Jessica on December 3, 2010 at 9:12 am:

    Scott, as always you are spot on. Your insight is worth bottling. Now if only you were in charge of making that video…..but then I am a skeptic and believe the decision about who will host that particular world cup was made long ago…. and a video, no matter how great or spectacular, would not change anything.

  2. Estelle Harder on December 3, 2010 at 11:32 am:

    WELL SO TRUE I afterw atching that video well I think every one thouth we play Soccer on the streeet or highway I really think such talent presnted it that NOt AN AUSSIE DOWN UNDER IT WAS OVER THE TOP BUT THEY TRIED tHAT MONEY COULD HAVE GONE TO THE HOSPITALS …..

  3. Geoff Chambers on December 3, 2010 at 2:04 pm:

    the video was bad and you could tell that even before it only attracted one vote (Australia’s?). The place for ‘cute’ adds is in branding, yet the job for an Australian pitch is to demonstrate that Aus as a World Cup venue would be good for the game; politically stable, excellent visitor infrastructure, multicultural acceptance, excellent venue(s), excellent long stay attractions, attractive destination for fans. The video entirely ignored these necessary benefits. And it failed to dispell an over-riding customer objection – Australia is an increasingly expensive destination for a world in financial termoil. The clip was all fizz and no substance. Not merely bad, but embarrassingly so because any add hack could see it ignored the issues.

  4. Richard on December 3, 2010 at 2:14 pm:

    Wasn’t tacky at all. I did see the morning news discussing the Australian bid advertisement and I agree that the world audiences have a mindset about Australian people and culture and they expect the realization of that depiction without question. Yes the ad organizers did their best targeting that world expectation. The fact remains that the soccer is big time sport in Europe and South America so it came down to ticket sales and quite obviously bums on seats won the day.

  5. Mervyn on December 3, 2010 at 4:25 pm:

    I think the video was immaterial – Qatar won the contest because of its vastly superior offer. Air conditioned stadiums to counter the heat argument and then the offer to dis-assemble them and re-locate in developing countries was pure gold

  6. jack guthrie on December 3, 2010 at 7:27 pm:

    It reinforces the notion that kangaroos jump around the streets as well as the stereotype of the offspring of thieves & convicts living. Running from the law confirms the negativity. But who cares Frank L was not able to bribe enough FIFA officials so it was a waste of time anyway

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