Informative Advertising is more Persuasive – but that depends on the type of information

Continuing our series of blogs inspired by quotes from David Ogilvy, what about this one as a topic – “The more informative your advertising, the more persuasive it will be.”

 The key here is the actual type of information that you impart. I recently attended one of Andy Chemney’s seminars at Ignition during which it was pointed out that many commercial printing companies seem to concentrate more effort in giving you the technical spec and capabilities of their plant list than showing examples of the quality of the actual print. The point is that your customer is much more interested in the benefits that your product can offer than how it achieves those benefits. That is why we are always telling you how your promotions and campaigns will benefit from using our products rather than plumping for a less inspiring choice.

 Our own advertising efforts are always printed on our own products but we always remember to spell out the advertising benefits of using these products. Our Happy Dogs card combines humour with the message that a pop-up card can increase awareness and response well in excess of results that can be expected from a leaflet. Our Starburst Card Carrier explains how the product can help to extend brand awareness and enhance the gift card experience to make the most of opportunities offered by plastic cards. Another example is the flicker card which explains how to make the most of the marketing opportunity presented by sending a company Christmas greeting card.

 In each instance it would have been easy to fill the available print area with info about our production facilities, premises and details of how we operate – none of which would have given you any idea of the benefits of using our products.