The Australian Small Business Blog

Monday, May 20, 2013

Ad of the Month - Helpful

by Dr Greg Chapman

I love this ad, it made me laugh out loud. If we admit it, most of us really don’t understand the latest technology, at least those of us older than 30. It’s daunting to enter a store and appear stupid when asking about the latest gadgets. For businesses that sell gadgets, this becomes a barrier to sales.

In order to overcome this, they demonstrate it doesn’t matter how little you know, there will be a friendly and tolerant salesperson who will guide you through the confusing maze, no matter how dumb your questions might be.

One very minor point of criticism is that an important point of difference is almost lost as a throw away line- their sales people aren’t on commissions, so they are not going to push something with the biggest margins. This is important, but it is lost in the middle of the ad. Perhaps they have other ads that focus on this point. Maybe someone just threw it in there, but when making ads, it is better just to focus on a single message rather than trying to cram everything in.

Having said that, I still love the ad.

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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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