(The six women shown here are actually all the same actress, outfitted and made up to reflect the many decades that Clorox Bleach has been in use. The product was first put on the market in 1913, just about a hundred years ago. Products that last this long are a rarity, but it's true that Clorox Bleach has been a trusted cleaning product in the vast majority of US households for a century. The advertising for Clorox began in newspapers, and has appeared in all media since those early days, including radio, television, outdoor, magazines, brochures and of course the web. These days, you can Like it on Facebook, and twitter about the way it whitens and brightens. The world may have changed a lot in the last hundred years, but the trust placed in Clorox Bleach has not changed a bit.)
Words That Sell
The principles are as simple as ABC.
A: Audience (Who they are and what motivates them.) B: Benefit (What your product or service offers.) C: Compellingly convey B to A.
Simple, but tricky to get right.
Over the years, I've won many awards for both creativity and marketing effectiveness. While creative awards are great for the ego, my focus is firmly on the other category.
Words that sell.
Check out my work in TV, Radio and Print. For a free consultation on your next project, give me a call at 650-593-5675 or email me at firstname.lastname@example.org.