Are you discarding your advertising before its lost its potency?

Today’s Monday Morning Marketing Quote comes from legendary ad executive, David Ogilvy, and discusses measuring the success and failure of your advertising. The quote is taken from his classic marketing and advertising book, Ogilvy on Advertising.

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

Today’s edition of Monday Morning Quote discusses marketing wisdom from the book, A Pattern Language: Towns, Buildings, Construction. Yes, this is a book about the architecture and design, but this quote is extremely relevant to your marketing efforts. Have a great week!

Sometimes it’s good to just cut loose and have some fun. (But if your marketing looks anything like this, we really need to talk.)

Enjoy the video (from the show, Family Guy) and have a great weekend!

Big thanks to my friend Tamara for sharing this video.

• The use of ad-speak, hype or unsubstantiated claims.
• The failure to meet the public’s expectations.
• The absence of transparency or accountability.

But nothing will erode your credibility faster than intentionally attempting to hoodwink the public.

Take a close look at the car dealership advertisement above. Can you spot the deliberate attempt to deceive the consumer? Here’s a hint: Study the second box in the top row.

Did you catch it?

This advertisement exploits the human brain’s tendency to take shortcuts. Which means you most likely misread the offer as, “75% OFF MSRP.”

Yes, that one heck of a deal. But look again.

The ad really reads, “75% OF MSRP.” Your brain added an extra “F.”

Now, I imagine the ad drove in a truckload of traffic into the dealership. But I guarantee that the ad prompted an equal amount of complaints and killed any chance to convert sales. And remember, the Internet is a word-of-mouth megaphone that gives truth-thirsty customers a lightening fast way to model the experiences of others. So companies who deceive their customers in today’s world have nowhere to hide.

There’s an unavoidable chasm of trust that develops once the customer discovers untruths. And deliberately deceiving the consumer is the most lethal credibility killer you’ll find in marketing today.

“Oh, don’t worry she won’t bite.”

Yeah right. Does anyone really believe that?

It’s a line I hear – without fail – at least once a week from enthusiastic dog owners as I jog through my neighborhood. And although it’s been 11 years since an angry German Shepherd sunk his teeth into my leg – an experience that’s forever bleached into my memory – I remain skeptical whenever I hear dog owners offer such reassurances. Surly anyone whose ever been bitten by a dog can relate.

Your customer’s view of marketing is a lot like this.

Whether is due to one big chomp or several smaller nibbles over time, your customer has turned a doubting eye towards marketing and advertising. Past instances of ploys and gimmicks alert her brain. And your customer uses these memories to guide her buying decisions.

But that’s not all: Your customer also relies on the collective memories of all consumers – through what’s commonly known as “word of mouth”. And the Internet is a word-of-mouth megaphone that gives truth-thirsty customers a lightening fast way to model the experiences of others. So companies today have nowhere to hide. And that’s why the old assumptions of marketing – that you can overpower your customer with ad-speak and hype – are doomed.

It’s no wonder why lawmakers are reluctant to rescue the Big Three U.S. Automakers. Still reeling from the mortgage bailout, lawmakers – and the citizens of this country who have elected them to office – have been bitten one too many times by irresponsible companies.

Are you biting your customers?

Here’s my advice: Comb through your marketing materials: ad copy, web site, policies and procedures. Eliminate any and all ad-speak, hype and clichés. You’ll sound much more credible once you do.