Posted by Scott Bywater in advertising Apr 3rd, 2012 | No Comments »

I just finished reading Steve Jobs biography – what an awesome read.

One of the rivalries between Apple and Microsoft was the difference between the open and closed systems.

Jobs argued that Microsoft created sub-standard products because they could never control the system – and when you have all sorts of people contributing to a system, it makes for a disjointed system that doesn’t really work very well.

Granted, Jobs was a “control freak” – but I think it served him well in the area of computing.

I also think it would serve you well in the world of advertising because as the saying goes:

A camel is a horse designed by a committee.

And if you’re not going to learn how to design a good advertisement and stick to your guns (like Steve Jobs did) you’re not going to create a killer ad that takes the world by storm like the iPhone, iPad, iPod and Macintosh computers did.

You’ll create humdrum ads that everyone puts their two cents worth into – but which DON’T WORK

Of course, you need to understand the fundamentals first.

That’s easy.

Just get your hands on this.

And then, once you grasp the essentials.

Don’t ask every Tom, Dick and Harry what they think of your ad. Protect it. Control it. And run it – then let the customer decide if it works.

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

Posted by Scott Bywater in advertising, marketing Jul 21st, 2011 | 3 Comments »

Ok, so what are the three secrets behind the success of Jim Carrey and his Popper Penguins?

Make sure you watch the trailer above first and see if you can spot them.

Write them down.

Then compare them with the 3 that I found…

1) The Chipmunks:  I’m not sure if you have seen Alvin and the Chipmunks, but one thing I notice with this show is it has a similar angle. Man ends up with unusual pets he doesn’t plan for. Pets drive man crazy. Man falls in love with pets and doesn’t want to let them go. Pets are cute. Everyone loves the penguins and the chipmunks were a winning formula – so why not a show about penguins?

2) Jim Carrey: Jim Carrey is a winning formula – he attracts crowds and he’s a funny man. So by featuring him in the show you already have a massive headstart.

3) Characters: Remember Snow White and the Seven Dwarfs? The dwarfs had unsual names – and they do here as well. Nimrod, Loudy, Stinky & Lovey.

So what can you learn from this as an advertiser?

It’s really quite simple.

Just as movies take successful elements from other movies and incorporate them into their script. You should take successful elements from other advertisements and incorporate them into your ads.

For instance…

On page 170 of my advertising manual you’ll find an advertisement that helped a catering business go from$70,000 in debt to $2 million in sales.

And on page 178, you’ll find another advertisement which helped a carpet cleaner go from 2 calls a week with his previous ad – to 2 calls a day – a 500% increase.

So whether it’s movies or advertising…

You want to take the lead from Mr. Poppers Penguins and model what works.

You can start by getting your hands on this.

Posted by Scott Bywater in general May 15th, 2009 | 1 Comment »

My little boy was watching some kids channel the other
night at his ya-ya’s (that’s greek for grandma’s) and
then a little story came on about the 3 little piggies.

Not sure if you’re familiar with that story but in case
you need a refresher it goes like this:

The big bad wolf threatens to blow the first house down. It
is made of sticks. He blows it down.

The first pig runs to the house made of sticks. And he
blows that one down too. Then both pigs run to the brick
house, but he cannot blow that one down and tries to
climb in through the chimney.

He lands in a pot of boiling water and calls out for
mercy. The pigs let him out and he never bothers
them again.

So why am I telling you this story?

Because I think it’s quite metaphorical from a
business sense.

The Big Bad Wolf is all those bad things which can
crush your business… the economy… a big competitor
moving in next door… etc.

And the reason why so many businesses are affected by
this is because their houses are made of straw or
sticks.

They don’t have customer generating strategies in place.
Their customer service is weak. They don’t know how to
convert leads. They don’t know how to get new leads
and so on.

And sometimes the wolf blows their house down.

So how do you go from a house of straw or sticks to a
house of bricks?

Marketing systems. That’s how.

In fact, that’s the most valuable thing you’ve got – your
ability to write sizzling ads and sales letters which make
the phone ring such as what you’ll learn at http://www.copywritingthatsells.com.au/cashflow

Or having over a dozen customer generating strategies at
your fingertips such as what you’ll uncover at
http://www.morecustomersmadeeasy.com

Nothing will turn your business from sticks to bricks faster
than knowing how to get new customers. Don’t you agree?

If you disagree, please fire back a few thoughts and tell
me why I’m wrong and we can debate it in an upcoming email.

All for now,

Scott Bywater

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