Here’s What to Consider When Creating Your Laundromat’s Next Promotional Campaign
One of the most tried-and-true adages in advertising is that what people hear is more important than what you actually say. After all, humans, by and large, are interpretive organisms.
Given that, there have been a select few advertising copywriters and writers in general – true icons and pioneers – whose thoughts on the subject of advertising and marketing have remained valid for decades. Perhaps it would be helpful to at least keep the following musings in mind when working on your next promotional campaign:
“The difference between the almost right word and the right word is the difference between the lightning bug and the lightning.” – Mark Twain, American author
“On average, five times as many people read the headline as read the body copy.” – David Ogilvy, advertising pioneer and the founder of Ogilvy & Mather
“An ad is finished only when you no longer can find a single word or element to remove.” – Robert Fleege, owner of Robert Fleege & Partners advertising agency
“Brands should think of themselves not as storytellers, but story-builders. We plant seeds of content, and let the community build on it.” – Amy Pascal, American film producer
“A good advertisement is one that sells the product without drawing attention to itself. I’ve learned that any fool can write a bad ad, but it takes a real genius to keep his or her hands off of a good one.” – David Ogilvy
All advertising copy should be based upon creative strategy. Creativity without strategy is called art. On the other hand, creativity with strategy and purpose in mind is called advertising – and, to think creatively, you must be able to take a fresh look at what you normally might take for granted.
Or, as Albert Einstein once said, “I have always thought that advertising is creativity having fun.”
However, a word of warning: be careful what you include within your advertising copy, because there is a great deal of advertising out there that is much better than the products or services being promoted. When this occurs, all of the positivity that’s been created with potential customers is to no avail.
Never Stop Selling
No doubt, successful laundromat operators understand that neglecting to advertise their laundry services in order to save money is somewhat like not wearing a watch in an effort to save time.
What’s more, the best advertisers – and best business owners, in general – that I have encountered within the laundromat industry seem to have the following in common:
- They’re people-centered, and they’re able to figure out what’s missing in their markets’ laundromat experiences – and they develop ways in which to fill those voids.
- They continuously pursue new, innovative and refreshed marketing and advertising campaigns within the boundaries of good taste.
- They have an intuitive connection with their customers. Winners know what makes people tick. They are adept at connecting with these concerns and aspirations, while focusing on solutions for their customers.
- Successful laundromat owners/advertisers clearly understand that “good” just isn’t good enough in a world that moves faster every day and where retail customers are too often treated as commodities.
- And, when communicating with customers, they commonly use phrases such as:
o “I’m listening.”
o “I hear you.”
o “I get it.”
o “I respect you.”
o “My commitment to you is…”
o “You’re in control.”
Lastly, always remember that, when composing advertising, you can’t gain continued respect from current and potential customers until you first display continued and consistent respect to current and potential customers.
