Image credit: PeopleImages | Getty Images Opinions expressed by Entrepreneur contributors are their own. The following excerpt is from Dan S. Kennedy’s book No B.S. Direct Marketing. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound There is a case for ignoring branding altogether, entirely or situationally, when it comes to marketing or advertising. What I am about to reveal here is a very, very powerful advertising and marketing strategy well-known to direct marketers but largely ignored or misunderstood by all others. It is the deliberate use of nakedly un-branded advertising. What you never want to do is let brand-building get in the way of the most powerful and profitable advertising and marketing opportunities available to grow your business. For Free Information and “The Wall Street Secrets Report,” call the Fund Investor Hotline at 1-800-000-0000 or go online to www.SecretsHotline.com You would absolutely kill that ad’s pulling power if you attach a big, fat logo, a national brand name, or a financial planning firm’s name and slogan to it. But if this ad had been in the hands of most big, dumb companies in publishing, insurance, annuities, gold or other financial goods and services, they and their nincompoop ad agencies would have insisted on mucking up the ads with their corporate names, logos, slogans, years in business. There’s no law that says you can’t create powerful brand identity and preference with customers, yet never even mention it to new prospects.
Opinions expressed by Entrepreneur contributors are their own.
The following excerpt is from Dan S. Kennedy’s book No B.S. Direct Marketing. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound
There is a case for ignoring branding altogether, entirely or situationally, when it comes to marketing or advertising. What I am about to reveal here is a very, very powerful advertising and marketing strategy well-known to direct marketers but largely ignored or misunderstood by all others. It is the deliberate use of nakedly un-branded advertising.
What you never want to do is let brand-building get in the way of the most powerful and profitable advertising and marketing opportunities available to grow your business. There are many types of direct-response lead generation ads, designed to motivate qualified prospects for a particular product or service to step forward, identify themselves, and ask for information, which work much better “blind,” absent any company name or logo or branding, than they do with identity disclosed. One version is the now classic “Warning” ad:
Warning to Mutual Fund Investors
Expert Predicts Dramatic Change and Danger in the Next 29 Days.
This Is Information You MUST Have—That Brokers Don’t Want You to Know.
For Free Information and “The Wall Street Secrets Report,”
call the Fund Investor Hotline at 1-800-000-0000 or go online to www.SecretsHotline.com
You would absolutely kill that ad’s pulling power if you attach a big, fat logo, a national brand name, or a financial planning firm’s name and slogan to it.
In this category, in financial…
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