We’ve been running an ad promoting next year’s ISH tour in Frankfurt, Germany, which we’re co-sponsoring with Ecoflex, the European manufacturer of pre-insulated flexible pipe. The ad headline reads, “10 Reasons To Come To ISH With PM.” The reasons stated are all valid but, like most ad copy, pithy. It’s merely meant to grab your attention.
Most people misunderstand advertising. They rely on ads to sell their products and services. But advertising cannot sell a thing. The most you can expect of an advertisement is that it will make your phone ring. Then it’s up to you to sell the caller.