leadership coaching

Most Ads Do Not Fail Because of Bad Copy

May 19, 2025

Good morning! Happy Feast of Victoria — and the start of summer north of the 49th… no RBC transactions today. We survived the Ides of May. How about those Twins?!Much to my procrastination and protestations I just upgraded my storage capacities — twice. It’s not unlike purchasing three more photo albums from down at Jupiter 50 years ago, but it seems more onerous, less tactile — and certainly pricier. The per-month pricing sucks you in because it’s difficult to multiply by 12.  (Helpful hint:  Just do it by 10 = close enough!)

  • Now that Leo (Bob) is twittering I suppose it might be OK for the rest of us, maybe…
    • Oh, by the way, do you have the new Pope’s Topps rookie trading card?  It exists and you should get it now before it appreciates out of touch.
    • There are reportedly 133,535 of them printed and in existence, made especially to commemorate the native Chicagoan’s new job.
    • How about that mint condition Kirby Puckett rookie card you’ve been hoarding?
      • Wanna trade?
  • Big Blue is not sleeping… It reports accelerated implementation of Generative Artificial Intelligence.
    • Perhaps it will once again become dominant?
  • High School graduates who have been smart enough to study the skilled trades while also learning their history, English, and literature are finding good jobs at age 18 and younger.
    • Welders, plumbers, electricians, metal fabricators, brick layers, machine operators, carpenters… these trades are paying up to $35 – $40 per hour to start.
  • Question:  If you sell a product for $3 and it costs you $2 to produce it and bring it to market —
    • — and it results in a gross profit to you of $1,
    • how can it be newsworthy that you will need to raise your price of that product to $4+ if it suddenly costs you $3 to produce it and bring it to market?
    • Where did all these people go to math class?
    • But, even at $4 there is a net diminished percentage return on investment, isn’t there?  So, a price >$4 is in order.
  • Among our prized personal possessions is a mint condition six-point Hudson’s Bay blanket given to us many years ago by a good friend at the time of our wedding.
    • When you wrap yourself in that gorgeous 100% wool work of art you’re snuggling in 355 years of history — some of it tragic, greedy, and exploitative.
    • But now we learn this iconic company — Hudson’s Bay, that is — is going bankrupt.
    • The few beavers left on earth are no doubt rejoicing.  (Good book = Beaverland)
  • “Truth tellers can make you — in a good way — a bit uncomfortable.  It’s better to get bad or tough messages than not to get them at all.”  (Maor, Etc., et al.)
  • I know we’re tired of learning about the price of eggs — $6.23 average per dozen in March — but it’s second only to the weather. (Thomas, USDA)
    • Well, maybe third place following the weather and Father Bob.
    • Anyway, more than 150,000,000 chickens have lost their lives since the bird influenza epidemic hit back in 2022.
    • One chicken produces about 300 eggs per year, which is slightly more than the ~279 an average human consumes (in the U.S.).
    • Which, do the math… that leaves us 45,000,000,000 eggs short — and the law of supply and demand kicks in big time.
      • (That’s 135 billion eggs short over the three years of the Avian Influenza!  Or, .135 trillion!)
    • For nearly thirty years, from 1980 – 2010, egg prices actually decreased in the United States relative to inflation.
    • Talk about too much of a good thing — and getting accustomed to a certain price point; wow!
  • It has been only a matter of time — and also only the tip of the proverbial iceberg.
    • The Russian Roulette being played at Newark International — used frequently by some of my readers — was predicted and inevitable.
    • Will we ever learn?
    • When we have an asset, or are responsible for one, we have a moral and an ethical duty to maintain it and to improve upon it if possible.
    • Hope is not a strategy — nor a tactic.
    • As the old saying goes, your failure to plan does not make it my emergency, but… guess what?  It does, because there is no one else.
    • It IS my emergency — and yours.
    • C’mon, country… let’s get our infrastructure functioning at an A+ level.
    • We can do this if we decide to do this.  (Credit reader Rosamond for the nudge)
  • You know the golden rule, but have you applied it?
    • Diversify!
    • Not only with your investments, but with every category, every department, of your business:  Data, People, Customers, Infrastructure, Finance, Leadership… (Get it?)
    • What is the honest, in-depth assessment of your risk tolerance?
  • “We have learned that the effect of your advertising on your sales depends more on positioning than on any other.”  (Ogilvy)
    • Most ads fail not because of bad copy, but because they’re selling something people don’t understand, don’t want, or can already get somewhere else.
    • The best campaigns start with a clear answer to:  Why you?  Why now?
    • If it doesn’t pass the so-what test, it’s not strong enough.
      • Interview your best customers…
      • Student what your competitors AREN’T saying…
      • Boil your answer down to a single bold claim.  (Murray)

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