Dan Kennedy on Why Advertising Fails & How to Make Yours Succeed!
14 \ The Keap Insider \ Keap.com moves from one to the other. But there’s often a great dis- connect between the expecta- tions the advertising created, the next messaging in marketing, and the actual experience of the pur- Dan Kennedy: Unfortunately, a lot of businesses, small-business operators and particularly bigger companies, think of these things as separate silos and often oper- ate them as if they are apart from one another; advertising, market- ing, sales, and different people are doing separate things with them. And they’re only connected if and when the prospect or customer D an, your new book that ing Fails and How to Make Yours Succeed.” Why did you write a book about advertising when you’re the marketing guy, and what’s the difference between advertising and marketing? will be released in October is titled “Why Advertis-
holders, readying a company for an IPO, and motivating the re- tailers to stock the product. So, there’s a lot of other stuff that goes on with advertising when you get up into big companies. Marketing is now about taking the person, the suspect, prospect, or buyer raised up by advertising and doing a more complete and thorough job with them to ready them to be sold and to move them to a point of sale. Now, a lot of businesses just compress that, in some cases to their detriment. So most furni- ture stores don’t really have any marketing. They have advertising. This is the “come see the mat- tresses, get a free case of Coke and 72 months, no-interest fi- nancing” approach. And then they have selling. When you get to the store, they don’t really have any- thing in between or overarching above that.
chase or the sales event — when really, they should be seamless, congruent, and consistent. This should be more like the way we build funnels, where somebody gets on a moving sidewalk inside of guard rails, and we move them along from some entry point all the way to the point of sale. That’s not how most of the world functions, but it should. So, the difference is that marketing should essentially include advertising. Advertising is that which brings a suspect, a prospect, or a buyer forward, out of the woods. This is what should build brand identity, reputation, and recognition so that when their need, desire, or interest oc- curs, the entity (the advertiser) is thought of first. Bigger company advertising can also be about non-sales agendas altogether. It can be supporting the stock price, motivating share-
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