Learn About Effective Advertising From An Advertising Authority
Over the last 30 years I’ve spent £millions on effective advertising. But the sad is that most advertising doesn’t work. Discover my secrets and ensure you avoid the expensive traps others fall into.
Buy my book now.
The Science of Not Knowing, Ignorance or Not Knowing is Common… But Shouldn't Be
"I didn't know" is a poor excuse, but we are all guilty of it to a greater or lesser extent. Technically Agnotology is the culturally induced lack of knowledge or about doubt. It was coined in 1995 and is often the result of digging deeper, learning more but ending up more confused the more you read. It can also result from reading too much Fake News!
Agnotology is not to be confused with Ainigmology which is about using information to confuse .. the tobacco companies have been accused of this in the past.
But I'm not concerned with either one of these. I'm more concerned about the number of us that don't bother to keep informed. I've heard " I didn't know" so many times.
People say things to me like, "I didn't know our advertising wasn't working", "I didn't know our website wasn't working", "I didn't know online sales had dropped".
There is no excuse for any of us not knowing the essentials of our own business.
Information is freely available on a screen to tell us if online sales have dropped or if our adverts aren't working. We only have to look!There are dozens of free marketing tools available that will keep us informed.
It’s True. Most Advertising Doesn’t Work
Most of it fails totally because the basic rules have been broken.
Even the Experts Get It Wrong
For example, the full page advert on this page is from the News Media Association. It breaks virtually every rule in the Advertising Book. And if they can’t get it right then what chance do you have?
Well, the good news is that you can do better than these guys. For the price of a cup of coffee, you can learn the Advertising Secrets that the sales reps don’t want you to know about.
Low Prices Say Cheap & Nasty, Higher Prices Say Quality
OK, that a generalisation and there is a place for piling it high and selling it cheap. But generally speaking, people don’t buy on price alone. They also need to trust a brand. For example, if you buy some glue to make a repair, you expect the glue to work. So if you have to choose between a well-known brand and a cheaper unknown brand. There is a risk with buying the cheaper on here. Trusting the brand is important in this situation. The higher price buys you more than a tube of glue. It buys trust as well.
It’s easy for a retailer or a freelancer to believe that the best way to succeed is to be cheap. But just about every important brand (and every successful freelancer) didn’t get that way by being the cheapest. They offered more than low prices. Low prices will always be beaten by a competitor with lower overheads .. maybe from another country or with better technology.