Underdog Advertising by Paul W. Flowers

By Paul W. Flowers

Underdog ads is written for the small-to-midsize enterprise that needs to compete opposed to higher businesses for revenues, marketplace proportion and model understanding. according to confirmed inventive and strategic advertisements ideas that experience built and sophisticated during the last twenty-five years, the e-book is helping smaller companies create and execute advertisements courses which are potent within the face of robust pageant.

Just as David toppled Goliath with a well-aimed rock, the equipment and rules defined in Underdog ads have constantly helped ''budget underdogs'' hit the mark and develop into the true winners.

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Underdog Advertising

Underdog ads is written for the small-to-midsize enterprise that needs to compete opposed to greater businesses for revenues, industry percentage and model understanding. in response to confirmed inventive and strategic advertisements ideas that experience built and subtle during the last twenty-five years, the booklet is helping smaller companies create and execute ads courses which are potent within the face of robust festival.

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Independence The need to be Products and promotions autonomous; to be free that emphasize the from the direction or distinctiveness or influence of others; to independence of the have options and individual; wearing apparel alternatives; to make and accessories; personal one’s own choices and care services such as hair decisions; to be different stylists; customized cars and vans; individualized home furnishings; novel appliances and gadgets; 19132661-EBEC-4B85-B8B5-3782D6C9A927 exotic food and drink 54 55064_book_Final 11/11/05 3:34 PM Page 66 KNOW YOUR PROSPECT 8.

For every purchase decision, no matter how big or small, your 19132661-EBEC-4B85-B8B5-3782D6C9A927 customer weighs the risk and rewards tied to that purchase. If 38 55064_book_Final 11/11/05 3:34 PM Page 50 PRINCIPLE #3: STRATEGY BEFORE EXECUTION the reward is big enough, he will take the risk. And if you know what that risk is, you can frame your sales message to help your customer see why the reward you are promising is worth the risk he perceives. Once you identify the primary reason why a positive purchasing decision might not be made, you are in a position to address your customer’s key objection 19132661-EBEC-4B85-B8B5-3782D6C9A927 in your advertising.

But, it was worth the 30 55064_book_Final 11/11/05 3:34 PM Page 42 PRINCIPLE #2: TAKE RISKS risk. Not only did the commercial enjoy the huge buzz created by the media, but it forced people to reevaluate their perceptions of the fast food category. And Jack in the Box came out the big winner! Another burger that was willing to take risks, and won big because of it, is GardenBurger, a company selling a meatsubstitute hamburger. 3 million. 5 million. I know what you’re thinking. These guys spent almost half of their previous year’s advertising budget on one TV commercial.

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