Timeless Marketing Truth How To Add Character To Your Marketing And Bring Your Message Alive
Below is a MRR and PLR article in category Self Improvement -> subcategory Time Management.
Timeless Marketing Truth: Adding Character to Your Campaigns
Elevate Your Message and Engage Your Audience
Introduction
Bringing character into marketing transforms your message, making it vibrant and relatable. Maxwell Sackheim, renowned for creating the Book-of-the-Month Club, was a pioneer in innovative advertising strategies.
The Power of Character
Sackheim’s genius lay in crafting advertisements that personified the advertiser themselves. This approach made the messaging authentic and engaging. One of his memorable clients was Frank E. Davis, known as "The Gloucester Fisherman." Sackheim portrayed Davis in a compelling way:
> "I've tried telling people about my fish, but writing ads isn’t my strong suit. I’m great at selecting the best catch, but expressing why my fish, fresh from the sea, is superior to store-bought versions is a challenge. Why not try my fish? It won’t cost you unless you decide to keep it. Taste and judge for yourself."
This genuine and down-to-earth narrative sold thousands of tubs of fish nationwide. The authenticity of "The Gloucester Fisherman" drew in customers and added life to the product.
Success Through the Years
Fast forward, and you’ll find that this character-driven approach has stood the test of time. Consider the story of Harry and David, launched with the help of copywriter G. Lynn Sumner. An ad with the headline, "Imagine Harry and Me Advertising Our Pears in Fortune!" began with a relatable touch:
> "Out here on the ranch, we may not be advertising experts, and spending this much on space might seem foolish, but we believe Fortune readers would appreciate hearing about our idea… Here’s our story."
Modern Takes on the Technique
In the 70s, Frank Schulz applied this concept after attending a Joe Sugarman seminar. His headline, "A Fluke of Nature," told the story of the accidental discovery of the ruby red grapefruit, engaging customers with its unique backstory.
Another twist on the character strategy is the "open letter." Norman Cousins used this effectively when launching the World Review Magazine. He invested in ads titled "An Open Letter to the Readers of The New York Times," critiquing contemporary journalism and promising a fresh perspective. This bold move earned him significant subscription revenue.
Conclusion
Every successful business has a unique character at its core. Discovering and leveraging this character can illuminate what sets your company apart and lead to exceptional advertising success. Embrace the timeless truth of adding character to your marketing strategy to truly bring your message to life.
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