Harness Power o Your Bi
Dan, one of the things you talk about in your upcoming book, “Why Advertising Fails & How to Make Yours Succeed,” is asking, “What’s your big idea?” Why is it important that an advertisement has a big idea? Dan Kennedy: This is not a new thing. It’s just more important than ever. David Ogilvy talked about it in the 1950s with regard to advertising, and advertising is almost always occurring in a cluttered, somewhat chaotic, and competitive environment. If not directly competitive, as in three car commercials, one right after the other, in the same TV show, you’re at least competing for attention. If you think about ad media, newspapers, magazines, and direct mail, even on the web, there’s a lot competing for attention. There’s usually a lot of clutter and a lot of chaos, confusion, and competition. So, one answer is live with all that and get your share. If you look at advertising for home and car insurance, way back, companies came up with big ideas, like Geico’s “Save 15%
14 \ The Keap Insider \ Keap.com
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