Should I consult Corporate America? Maybe focus on a single area such as copywriting? Get into training?

Well, I decided – with renewed energy – to stay exactly where I’m at and help Main Street business owners market and grow the heck out of their business.

You see, as a former retailer myself – helping Main Street business owners is in my DNA, and it’s where I believe I will be most useful. Still, it often helps to reshuffle the deck a bit.

Why this matters to you:

My renewed commitment comes with the announcement that I will be combining forces with the brilliant and talented, Michele Miller. This means that I will no longer maintain this blog, but will be moving all my previous articles over to WonderBranding.com.

Even better, Michele and I will be writing new articles and creating videos all focused on helping you grow your business.

In fact, we already have two new posts available for you to read over at WonderBranding:

Why the Lake Wobegon Effect May Be Sinking YOUR Business and How to Prevent It
Ad Copywriting: Using The Wedge Concept

Most importantly, we want to hear from YOU, and encourage you to email us marketing and advertising questions that you need answers to.

I look forward to hearing from you, and hope to see you over at WonderBranding.com.

Thank you for your support, and keep moving the sales curve upward!

Tom Wanek

Nicknamed “The Father of Advertising,” Time called Ogilvy “the most sought-after wizard in today’s advertising industry.”

It’s no secret that I’m a big, BIG fan of David Ogilvy, and have been heavily influenced by his words and wisdom.

So to celebrate his 100th birthday, l want to share my favorite David Ogilvy quotes. Together, let’s learn from the original “Mad Man” and “Wizard of Ads.” Enjoy!

“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting you buy the product.”

“You aren’t advertising to a standing army; you are advertising to a moving parade.”

“Specifics work better than generalities. When research reported that the average shopper thought Sears Roebuck made a profit of 37 percent on sales, I headlined an advertisement ‘Sears makes a profit of 5 percent.’ This specific was more persuasive than saying that Sears’ profit was ‘less than you might suppose’ or something equally vague.”

“What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.”

“There have always been noisy lunatics on the fringes of the advertising business. Their stock-in-trade includes ethnic humor, eccentric art direction, contempt for research, and their self-proclaimed genius. They are seldom found out, because they gravitate to the kind of clients who, bamboozled by their rhetoric, do not hold them responsible for sales results.”

“Big ideas come from the unconscious. This is true in art, in science and in business. But your conscious has to be well informed or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret.”

“Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.”

“Don’t keep a dog and bark yourself. Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.”

“When people read your copy, they are alone. Pretend you are writing each of them a letter on behalf of your client. One human being to another, second person singular.”

“The best way to improve the sale of a product is to improve the product.”

“They (general advertisers) worship at the altar of creativity, which really means originality — the most dangerous word in the lexicon of advertising.”

“When you advertise fire-extinguishers, open with fire.”

Happy birthday, David Ogilvy!

Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and you’re in big, BIG trouble.

First Mental Image (FMI):

Average Joe walking out of a supermarket, late in the evening, carrying a bag of groceries. While standing in the parking lot, our main character finds himself mesmerized by the Honda Odyssey minivan, which happens to be in full rock concert mode.

Yes, the FMI surprises and grabs your attention. But that’s about it, because, as you’ll soon learn, the ad’s message falls short of hitting the mark.

Message:

Jam-packed with high-tech wizardry, the Honda Odyssey minivan obviously rocks, and is cool to drive.

Creative and entertaining? Yes. But there are two crushing reasons why the ad’s message fails to persuade.

2 Crushing Reasons Why the Honda Odyssey “The Van Beckons” Message Fails to Persuade:

1.) The ad answers a question no one was asking. The message is a HUGE disconnect for the viewer. I mean — who buys a minivan because it’s cool? Not a soul.

Moms and dads buy minivans because they’re practical and affordable. Well, most dads are probably dragged along for the ride. (Ladies, I’m only joking ) And never mind, for the moment, that the Touring Elite model shown in the commercial is priced at $43,250. Ouch!

Frankly, minivans are anything but sexy — even when you consider the Odyssey’s high-tech wizardry. Hey, we’re not talking about driving a Ferrari, okay? And there’s absolutely nothing Honda — or any other car company — can do to dress up a minivan and make it sexy to drive. Nadathing.

I’m sure you’ve heard of the old adage, “You can put lipstick on a pig, but it’s still a pig.”

Now, I’m not suggesting that the Honda Odyssey is a bad product. Nor do I intend to offend any minivan drivers out there. I’m just saying you can’t arm-twist your customer into believing that your product is something it’s clearly not.

Think I’m wrong?

Here are a handful of viewer comments about the commercial that I found on the Internet:

• ddrhero says, “This guy’s in some deep s#!t. He’s already is so castrated by his hell-spawn of a wife that he finds a minivan exciting, NOW he dropped the milk. she’s gonna f#&@in’ kill him!”

• Abandoned Ship adds, “I would NEVER buy/drive a van. If you put a gun to my head tho, this is what I would buy.”

• Knightsport wisely advises, “Save yourself. Van abstinence is the way, the truth and the light. Amen.”

• GoLowDrew says, “Since I’m married, nothing that adventurous for me. However, I do take my power-nap in the afternoon sometimes to help me get through the 2nd half of the work day.”

Heard enough? I rest my case.

2.) Creativity comes at the expense of clarity. Judas Priest music rockin’… pyrotechnics… special effects (Did you catch the van transforming into a black panther, and Redemption road listed on the navigational system?).

Clearly, the Honda Odyssey “The Van Beckons” ad worships at the altar of creativity — a decision that lowers the clarity of its message.

Sure, we catch a glimpse of the Odyssey’s DVD players, and its navigation system. But is there a point of differentiation that makes these gadgets worth mentioning?

Many cars have similar DVD players and navigational systems. What makes the Odyssey’s tech-wizardry better than, let’s say, the Ford Sync® and GM OnStar® systems?

Clearly, we need more details than visuals can provide. But the ad’s creativity gets in the way.

Last Mental Image (LMI):

The van beckons like no van before. The technology-packed, all-new Honda Odyssey.

Not a bad last mental image — if the message wasn’t so off target. It’s worth noting that the LMI does a nice job circling back to the idea introduced by the FMI.

Stylistic Signature:

The ad has all the qualities of a chest-thumping, head-bobbin’, lighters-waving-in-the-air rock concert:

Judas Priest music blaring.
Pyrotechnics.
Special effects.

The only thing that’s missing is a plastic cup of $8 draft beer… and, well, a car that matches the defining characteristics of a rock concert.

This ad would have been more appropriate if the it were promoting the Dodge Challenger with its roaring Hemi engine. It just proves that unless you nail the message — nothing else matters.

Conclusion:

Last time, with the Domino’s “Rate our Chicken” ad, we learned how a credible and relevant message can rescue an ad from a weak first and last mental image.

But persuasion cannot be achieved the other way around. In other words, an irrelevant message will never persuade — no matter the strength of your first and last mental image.

Never forget that the purpose of advertising is to make the cash register ring. And as I’ve said before, you can create the most entertaining ad in the world, but if you’re not speaking to the customer’s felt need, you won’t sell a lick of product. End of story.

Are you targeting the relational or transactional customer with your marketing message?

Generally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you are planning to target with your marketing message.

Keep in mind that a customer can be a relational shopper in one product category and a transactional shopper in yet another. For example, anyone who knows me can tell you that I am a relational shopper when it comes to buying clothing, computers and electronics. Yet, I do a one-eighty and become transactional when shopping for cars, gasoline and furniture.

So which are you targeting with your marketing efforts? Need a little help deciding?

No problem. Let’s take a deeper look at the characteristics of each type of customer.

Relational Customers:

• Think long term.
• Consider today’s transaction to be one in a series of many.
• Do not enjoy comparison shopping or negotiating.
• Fear only “making a poor choice.”
• Hope to find an expert they can trust.
• Consider their time spent shopping to be part of the purchase price
• Are likely to become a repeat customer.

Transactional Customers:

• Think short term.
• Care only about today’s transaction.
• Enjoy the process of shopping and negotiating.
• Fear only “paying more than they had to pay.”
• Are willing to spend lots of time investigating.
• Consider themselves the expert.
• Hinge every transaction on price.
• Are a good source of word-of-mouth advertising.

As you can see, a relational shopper carries a completely different mindset from a transactional shopper. Please don’t think that you’ll be able to attract both. A marketing message that attempts to reach everyone is guaranteed to deliver quiet and understated ad copy. And convincing your customer to take action often requires that you choose a segment of the market to leave behind.

So, will you target the relational or transactional customers in your market?

One final thought: During the past decade, the emergence of Google search has edged all consumers towards being more transactional in their buying approach. Today, your customer has the ability to compare every available option with lighting-fast speed. That said, there are still plenty of reasons to target relational shoppers.

TAKE ACTION: Determine what type of customer your company is best suited to target. Most importantly, make sure you’re comfortable with your choice, and be consistent with your marketing message.

Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, pull up a chair, and let’s get started.

First Mental Image (FMI):

Viewers are introduced to Tate, Domino’s Chicken Chief. And right off the bat, we learn that our hero is under tremendous pressure to uphold Domino’s high standards of taste.

I have mixed feelings about the ad’s FMI.

On one hand, it’s rare that viewers get to know an employee, other than the CEO, through a company’s advertising. Meeting Tate is refreshing; a move that’s perfectly aligned with Domino’s eagerness to be transparent. And since he’s Domino’s Chicken Chief, Tate is certainly a credible spokesperson for the company’s new chicken recipe.

But on the other hand, I’m concerned that the delivery of the FMI is too weak to capture the viewer’s attention.

Bottom line: The ad’s FMI introduces the right idea: high standards of taste. But, to grab and keep the viewer’s attention, the idea should have been delivered with greater impact.

The Message:

Domino’s is so confident that you’ll like its new chicken recipe that the company encourages your feedback.

The Domino’s “Rate Our Chicken” message really excels. So, here are five reasons why this ad is persuasive.

5 Darn Good Reasons Why the Domino’s “Rate Our Chicken” Message Persuades:

1.) Relevancy. I mean — no one wants to eat a piece of chicken that tastes like wood, right? Well, Domino’s is smart. Very smart. The company speaks directly to the customer’s desire to eat a tasty chicken meal. Enough said.

2.) Believability. It goes without saying that fast food industry is super-competitive, which means consumers are overwhelmed by choice. Strangled really. And a fast food chain’s announcement of a new chicken recipe normally wouldn’t land anywhere on the customer’s radar.

But with its credibility investment of power and control — giving the customer the authority to rate its chicken openly — Domino’s, hands down, has the most believable ad campaign running in America.

In fact, I dare you to name another company that’s more transparent.

3.) Clear and direct delivery. Admittedly, there’s nothing overly clever or creative with this ad. And that’s okay. After all, the ad’s primary goal is to transfer confidence and convince you that Domino’s chicken is worth trying.

So why go cute and clever and risk distracting the viewer?

Domino’s takes the right approach. Given that the company’s message has plenty of meat on the bone (pun fully-intended), it correctly chooses clarity over creativity.

4.) Demonstration. Clearly, the ad’s crescendo. With a closeup shot, Tate tears into a piece of Domino’s chicken; demonstrating it’s tenderness.

So easy to overlook, demonstration is one of the most powerful marketing tools available. Which segues perfectly into…

5.) Contrast. As Tate tears into the tender piece of Domino’s chicken, he says: “You see this? This is made with 100% all white chicken breast meat. Its not just a bunch of chicken bits all mashed together.”

The line beautifully contrasts Domino’s “real” chicken from the Franken-chickens being served your typical fast food joint.

As I’ve mentioned many times before, contrasting is one of the most effective tools for defining your company’s position relative to the competition. Long story short: as a marketer, it’s your job to frame the buying conversation for the customer. Contrasting helps you do exactly that.

Stylistic Signature:

Folksy music and candid interview style compliment Domino’s desire to communicate with openness and transparency.

Last Mental Image:

A anxious Tate says, “I’m not excited about the box.”

Ugh! The ad had a chance to circle back to the idea introduced with the FMI and end with a high-impact LMI. Instead, the copywriters had a brain fart, and ended the ad with a fizzle.

BIG mistake.

Here’s why: The LMI delivered by Tate communicates timidness, which is in direct conflict with the ad’s main message. Sure, we expect Tate to feel anxious about being judged so openly. And the ad’s final line is kinda funny. But it seems silly to choose humor over impact at this stage in the game, right?

A confident Tate would have sent a more powerful and persuasive message to the viewer. It would have communicated that Domino’s new chicken recipe kicks ass.

Conclusion:

Credibility and relevancy are what make this ad persuasive — and what rescues it from a mediocre FMI delivery, and a weak LMI.

It’s important to note that persuasion requires two main ingredients: relevancy and credibility. Write ads with both and you’ll own the keys to the kingdom.

Finally, one last thing: Domino’s will eventually lose credibility and sales IF it fails to follow through on it’s promise to deliver a chicken recipe that tastes out of this world.

In other words, your ad is only as good as the strategy it is built upon, and you’ve got to be able to walk the walk.

So be relentless in your pursuit of a powerful strategy. Oh, and order a box of Domino’s chicken, and let me know how it tastes.

The customer experience meltdown I described last week is not at all uncommon. I see stuff like this all the time. And I bet you do too.

Things like:

• Disgruntled Employee grumbling openly about hours, work conditions, or other co-workers. This tends to happen most frequently as you’re held hostage while standing in the checkout line.

• Old School Website (circa 1996). Ya know the one… clip art, flashing GIFs, confusing and cluttered design. Nuff said.

• Too Much Information (TMI) Employee chatting non-stop with co-workers about the “kick-ass” party that went down the night before, and how she’s got a “wicked” hangover that’s been kicking her ass all day long. Thanks for sharing, right?

• Automated Phone System Hell. C’mon, we’ve all been there. The endless loop of confusing menu options, pushing this button and that button… all just to speak to an automated voice recording or a customer support rep named “Bob” who speaks with a curiously strong Indian accent. (No offense to you “Bob,” I’m sure your a nice guy and all. By the way, if you need help with your telephone messaging system, give my guy Chester Hull from ProSound a call. You’ll be glad you did.)

• Inconsiderate Employee careening down the isle, pushing a stock cart with no intention on giving you the right of way.

Now, this list is by no means comprehensive. I’m sure you can think of plenty more items to add. (Feel free to do so by commenting below.) These are just the ones that bother me most.

So what can you do about it? How can you raise your customer experience factor, and maximize every penny you spend on advertising?

My suggestions:

• First, make sure every person in your organization understands that the customer’s needs are to be placed on a pedestal. Heck. It’s the reason you’re in business, and it’s the reason your employees have a job. But don’t stop short. Spell out exactly what it means to put the customer needs on a pedestal, which includes how employees should behave when on the job and in the presence of customers.

• Train employees to be well-versed on the products and services you sell. And be sure your staff knows exactly how to handle special cases such as out-of-stock or backordered items, and special orders.

• Install back up systems during busy periods, and have plenty of staff available to help customers — no matter the point of contact with your business — whether it be in-store, on the phone, or via email. In other words, never allow a single customer to fall through the cracks.

• Get down in the trenches. Yes, this means you. It drives me bonkers whenever I hear a business owner talk about their customer’s wants and needs — yet they hardly ever spend time on the floor, or on the phone talking with the customer. Hey, if for some reason this doesn’t work for you, at least get the scoop from your front-line employees who are in direct, daily contact with your customer.

• Create a Customer Experience Factor Checklist to help you grade your ongoing performance and update your systems regularly. (You can even download a good one on Michele Miller’s website. Or, for all you iPhone and iPad users, download Mike Dandridge’s PEF Matrix app.) This would have helped Tempur-Pedic avoid giving customers outdated information on its website.

• Fire any employee who refuses to comply with your prime directive of placing the customer’s needs on a pedestal. Yes, I said fire. Your business lives or dies by the customer experience you provide. There’s just no space for an employee who falls short of delighting the hell out of your customers.

Got it? As you can see, it’s silly to blame advertising for all your company’s ills. So before you play the blame game, take a clear-eyed and objective look at the experience you’re delivering, and I promise you’ll convert more customers and multiply the impact of your advertising dollars.

Truth be told, I’ve carried this concern for a long time. But it took a customer experience meltdown to remind me that I need to make sure you’re maximizing every penny spent on advertising.

But first, let me fill you in on what happened…

For the past two years, I’ve struggled to find a pillow with just the right amount of comfort and density to alleviate the pain coming from my arthritic neck. Nothing too hard, or too soft. And I didn’t want a pillow that would flatten after a week of use. So after researching online, I decided Tempur-Pedic pillows were worth considering. But priced at one hundred smackers or more, depending on the model, I wasn’t going to order one online and take the chance I would like it. Nope. I wanted to plop my noggin’ on a few styles to make sure the pillow was right for me.

Luckily, Tempur-Pedic’s website has a nifty dealer-locator feature that directed me to five nearby retailers that carry Tempur-Pedic pillows. So far, so good. Right?

Yes, but here’s where things unraveled pretty quickly.

Rather than drive around town all day, I phoned each of the five local Tempur-Pedic retailers to get the scoop on prices and models available. Here’s what I found:

• Store A — a big box chain retailer — immediately placed me into “Automated Phone System Hell.” Frustrated, I hung up and moved on to the next retailer on my list.

• Store B — a local furniture shop — acted like I was a nuisance, and even chided me for calling during Saturday peak times. The associate refused to take the time to tell me which models of Tempur-Pedic pillows the store stocked. Her reason: She was too busy helping other customers who were shopping in the store’s showroom. What? You mean you didn’t have someone else on staff that could answer my questions? Not good. Not good at all.

• Store C — a mattress retailer — didn’t provide much help either. The salesperson seemed confused by my inquiry. He kept talking about Tempur-Pedic mattresses. When I pointed out that I was interested only in pillows, he replied that Tempur-Pedic doesn’t sell pillows. Evidently, he was clueless.

• Store D — a local furniture shop — no longer carried Tempur-Pedic pillows. Next.

• Store E — another local furniture shop, and the final retailer on my list — carried several models of Tempur-Pedic pillows including the ones that interested me most, but didn’t have any remaining in stock. Determined not to lose a sale, the crafty salesperson offered to sell me the floor model. Really? The floor model? With everyone’s grimy head stains on it? No thanks. I’m not even sure that’s legal. Even if it is, it’s definitely the wrong approach to take with a customer. Why not just offer to order a pillow for me? Or, tell me when stock will be replenished?

Now, before we place all the blame on the shoulders of these five retailers, I want to acknowledge Tempur-Pedic’s role in this debacle. The company must accept responsibility for providing customers with a less-than-accurate dealer locator system on its website. Don’t you agree?

Bottom line: Delivering a poor customer experience may be costing you sales. Don’t gamble your hard-earned advertising efforts until you’ve fixed the leaks in your boat. Or as Bill Bernbach put it, “It’s always a mistake to make good advertising for a bad product.”

In Part Two of this post, we’ll look at some quick and dirty tips on how to raise the level of your customer experience.

What is the felt need of your customer that you are willing and able to meet?

Persuasive communication demands relevancy. Which means your marketing message must communicate an idea, feeling or outcome that the customer truly cares about.

And here’s what is critical: Your message should not revolve around you or your company. It should focus on the customer. Specifically, your marketing message must explain what your product or service will do for the customer. Get this part wrong and nothing else matters.

So what is the felt need of your customer?

Unsure where to begin?

Start by uncovering those questions customers ask most often about your business, products or services. These frequently asked questions will also clue you in on any uncertainty customers might have about buying from you.

But don’t grapple with this question all on your own. Tap into the knowledge and experience of your front-line employees. Staff members in direct, daily contact with your customers will likely provide an eye-opening perspective and move you imminently closer to uncovering your customer’s felt need.

Still, the search for your customer’s true motivation to buy might elude you or otherwise lie off the beaten path. In this case, look beyond the customer’s logical need and zero in on a dominant, driving emotion.

Consider that a car buyer doesn’t purchase a BMW simply as a means of transportation. No, a used Honda Civic sufficiently gets you around town. BMW has become a status symbol. And the motivation to buy the “Ultimate Driving Machine ®” – the customer’s felt need – comes from the desire to signal one’s wealth or success.

Now once you’ve identified the customer’s felt need, you must determine if it is a need your company is willing and able to meet.

This part is critical. If you cannot walk the walk, there will be a disconnect between what you are saying in your advertising and who you are being when the customer walks through your door. And nothing will erode your credibility faster. In this case, it’s best to redirect your resources.

So, can you clearly state the heart, soul, desire or fear of YOUR customer?

Because until you can, you will be unable to persuade them to buy from you.

TAKE ACTION: Uncover your customer’s dominant felt need that will cause her to buy your product or service.

In this post, I’ll deconstruct the Dodge Challenger “Freedom” ad, and peel back its many layers of persuasion.

First Mental Image (FMI):

A Revolutionary era British soldier/scout running, frantically, through a wooded trail; alerting his troop of the impending American attack.

The ad begins with captivating first mental image that leaves the viewer eagerly anticipating the story’s next scene. Clearly, you get the feeling something significant is about to happen.

The Message:

American pride, power, innovation, freedom and independence.

Oh, where to begin? I haven’t seen an ad this rich with emotion in a long, long time. So, let me give you five reasons why this ad roars!

5 Reasons Why the Dodge Challenger “Freedom” Message is Powerful and Persuasive

1.) Believability: Pay particular attention to the single line of copy delivered at the end of the ad, which reads, “Here’s a couple things America got right: cars and freedom.”

Now, most ad writers would have written the following line instead: “Here’s a couple things America got right: Dodge Challenger and freedom.”

Yes, it’s a subtle distinction. But boasting about the Dodge Challenger would have only triggered a hefty dose of skepticism and rejection from the viewer.

The Dodge Challenger “Freedom” ad resists the allure of chest-thumping. It never once mentions the car by name; allowing the viewer to draw his own conclusions about the Challenger’s status in American automotive history. It’s a brilliant move that elevates the believability of the message.

2.) Absence of Clichés: The Dodge Freedom ad is refreshingly absent of automotive advertising clichés — both in the form of copy and imagery.

First, there are no overt attempts to guilt-trip you into “Buying American.” Oh yes, the “Buy American” message is present, but it’s communicated by imbuing the viewer with American pride.

Second, there’s no winding race track or road. Who needs pavement? George Washington is driving his Dodge Challenger down a dirt hill, baby!

Finally, there’s no mention of the 5.7 liter Hemi engine with 475 horsepower packed under the hood. Nope… again, the ad prefers to show rather than tell. The power of the Hemi is demonstrated as it roars over the somber background music.

3.) Relevant Metaphor: Anchoring the Dodge Challenger to concepts such as power, freedom and independence perfectly aligns the ad’s message with the muscle car’s performance and heritage. The use of metaphor also resonates with the customer; speaking to his need to identify with and express these same emotions.

4.) Symbolism: Scenes from the Revolutionary War evoke strong emotions of patriotism and freedom in every American.

And then there’s the undertone of American power vanquishing foreign invaders.

Recently, as you know, The Big Three U.S. Automakers were under attack from foreign car companies. This ad symbolizes the resurgence of American automakers who were nearly bankrupt and begging for a government bailout.

5.) Playfulness. Introducing the Dodge Challenger into a Revolutionary War battle speaks to the unconscious mind’s desire for fantasy. And I’ll bet my bottom dollar that most of us have imagined what it would be like to travel back in time, bringing with us a piece of modern technology. I know I have.

My partner, Roy H. Williams, best describes the importance of playfulness in ad copywriting: “The left hemisphere of the brain wants facts, details, descriptions and benefits. Lefty is all about sequential logic and deductive reasoning. Lefty looks for loopholes and discrepancies and is full of doubt.

But the right hemisphere cares for none of that. The right half of the brain is where fantasy lives. And Righty doesn’t know fact from fiction.

If you merely exaggerate, your customer’s left brain will shoot your claims full of holes. But if you go beyond mere exaggeration – so far beyond it that the left brain knows you’re just clowning – the right brain will happily embrace your glowing fantasy in all its positive glory.”

Let’s see, George Washington leading the attack while behind the wheel of a Dodge Challenger with an American flag proudly waving from the car’s passenger window?

Yeah, I think the right brain knows we’re just clowning around.

Stylistic Signature:

Authentic looking Revolutionary War battle scene. (That is, up until the appearance of the Challenger.) Voices, barely audible, as the British troops prepare for battle. The somber violin howling in the background only to be silenced by the roar of the Challenger’s Hemi engine — a proxy for America’s power.

I mean, what’s not to like?

But I find the music choice most interesting. It certainly presents a twist that elevates the viewer’s interest.

Most of us would have selected background music that struck a more upbeat and powerful tone… something in alignment with the ad’s main message. Maybe the beating of a marching drum, for example. After all, America’s power is being communicating here.

But the ad doesn’t go there.

The somber violin music diverges from the ad’s other layers of communication. It’s the kind of eerie music that would typically accompany a disaster scene, or a hero’s death.

But the serious tone of the violin perfectly balances the playfulness of watching George Washington behind the wheel of the Dodge Challenger.
Somehow it all comes together and works beautifully.

Last Mental Image (LMI):

American power pushes back the foreign invaders into full retreat.

What better spokesperson for a message communicating American pride, power, freedom and independence than George Washington?

Conclusion:

Gawd, I love this ad. It does everything right… it breaks conventional wisdom, it shows rather than tells, and it speaks directly to the viewer’s established beliefs.

That’s one heck of a compliment, since, as many of you know, I prefer simple and direct advertising messages. Generally speaking, your customer is too distracted to give you the attention needed to communicate a message so heavy with deeply layered messages. And frankly, there are few among us that can pull off an ad as clever, creative and relevant as the Dodge Challenger “Freedom” ad.

What are your company’s limiting factors?

What’s holding your business back? What are the distractions and limitations preventing you from reaching your goals?

Okay, this one’s pretty straightforward. But that doesn’t mean thinking this through will be easy. Identifying your company’s limitations takes energy. Focus. And most importantly, being completely clear-eyed and objective.

No company is without shortcomings or weaknesses. And your limitations must be considered when crafting your marketing strategy.

Consider the following limiting factors:

• Long product purchase cycle
• Shortfalls in knowledge or expertise
• Financial troubles or concerns
• Limited market size or growth potential
• Poor location
• Inconvenient hours-of-operation
• Inadequate staffing
• Insufficient systems and procedures

In the town in which I live, there’s a popular restaurant and bar that overcame its major limiting factor: the lack of growth potential due to it’s tiny little size.

A few years back, the restaurant owner purchased the adjacent building, knocked down a few walls, renovated, and added seating. His business boomed as a result. In fact, the restaurant quickly filled to capacity.

Eager to grow even more, the crafty restaurant owner purchased the building’s upper floor, added some stairs, and opened a second floor that doubles as a party rental hall.

Not bad, eh?

But before you start tackling your limiting factors, keep in mind that not all weaknesses are worth strengthening. Every investment you make is a trade-off, carrying with it an opportunity cost. That said, your time might be better spent fortifying your strengths, not your weaknesses.

Harvard Business School professor, Youngme Moon says, “Ten years ago, Volvo was a brand known for its practicality and safety, whereas Audi was a brand known for its sportiness; nowadays Audi outperforms Volvo in safety tests, whereas Volvo advertisements work to assure customers that its cars are fun to drive.”

Safety gave Volvo a solid point of differentiation. Yes, the styling of its cars was a weakness, especially when compared to Audi. But that’s okay. At least Volvo stood for something. Sadly, the car company improved its styling — a perceived vulnerability — at the expense of safety, its core strength. As a result, Volvo weakened it’s position in the marketplace.

Take Action:

Determine your company’s limitations. How far you go and how fast you get there will largely be determined by your ability to overcome the things holding you back.