Advertising’s Most Important Word
MarketProfs carried an interesting article – What Is Advertising’s Most Important Word?
Free? No
New? No
Special? No
Cool? Forget It
Sexy? I know only SRK and Sex sells, but no…
Jerry Bader says the most important word is LIKE! It is the only metaphor you need to explain complex concepts and hard to comprehend processes by comparing them to common, everyday knowledge.
He further notes:
My vote goes to the simple, innocuous word “like”: a nondescript word that carries with it all the conceptualization power you need to create a business identity, to form a brand personality, and to position your product or service in the mind of your audience.
