Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 22

Most of your advertising won’t find quite as targeted an audience as your yellow pages ad, but your goal will be to make it even more targeted. In order to do that, you must first understand a basic concept: people divide all advertising into three categories.

The easiest way to understand this is to visualize three piles of mail. I call these three piles “A” (the YES pile), “B” (the MAYBE pile), and “C” (the NO pile).

The A pile is what you absolutely have to look at this instant.

The B pile is advertising that you think you might be interested in but are just not sure about, and you set it aside for now.

The C pile is advertising that you absolutely have no interest in at all.

Fooled you with that B pile, didn’t I?

We think we divide our advertising into only two piles—either YES or NO—but the truth is that much of the advertising we look at falls into the MAYBE pile as well. The MAYBE pile is often overlooked by most entrepreneurs, and it costs them a bunch of money. Not me. I don’t overlook it. In fact, I teach it.