Disc 1 Strategy Always Comes First
The Fundamental Decision Before You Create An Ad
with Jim Doyle
Most ads fail, not because of lack of creativity, but because they don’t have strategy. This section will help you learn how marketing experts determine the right strategy for a client’s ads. It will teach you how to look at your client’s competitors and your client, to determine the right approach to take. Plus, you’ll learn the four things you need to analyze about a business.
Disc 2 Killer Questions You Must Ask
10 Questions That Will Drive The Creative
with Tom Ray
Tom shares the “must ask” questions to uncover key elements in each client’s business that will lead to results-oriented creative.
Disc 3 The Singular Point of Attack
Getting The Message Focused
with Tom Ray
Most advertising ends up as a “laundry list” of a business’s offering. Tom explains the importance of a Singular Point of Attack and shares examples of this powerful concept.
Disc 4 Tips & Tricks to Increase Memorability
with Jim Doyle and Tom Ray
Tom and Jim have seen and produced thousands of ads. In this section, they’ll share some of their favorite ways to make your client’s commercial more memorable and also spend time talking about sale ads. Plus, Jim shares 5 tips to ensure your car dealer ads get results.
Disc 5 The 14 Rules of the Guru of Ads
Get Rid of the Blah, Blah, Blah or Get Cancelled
with Don Fitzgibbons
These rules will help you write ads that get measurable results and avoid those doomed to the cold, costly graveyard of failure and cancellations.
The series comes with an Participant Workbook (master copy) as well as a Manager’s Implementation Manual.