My partner, Craig Arthur, shared this yesterday from half a world away. Craig runs Wizard of Ads for all of Australia. It raises the simple issue of how to measure success:
Today I received this from one of my clients…
From: The Tint Professor
Subject: RE: Radio
Date: 17 November 2009 7:33:19 AM AEST
To: Craig Arthur
Thanks, that 077 is a great ad and needs to run over Summer as we are booking 1-2 weeks out now!!! Great ad explains it perfectly, well done.
People tell me all the time your ads are great……………….l wish l could take the credit!!!!
It is good to get the feedback, “People tell me all the time your ads are great.”
But it is, “we are booking 1-2 weeks out now!!!” is what determines a great ad.
When you consider my client has 9 tint shops, open 6 days a week, and has the capacity to do 105 car window tints a day… 1-2 weeks of bookings is awesome.
A great ad is simply a by-product of a thorough Uncovery. From the Uncovery flows the strategy, and the message that is relevant to potential customers. Writing the ad is then the easy bit.
As y’all say in Townsville, Queensland: Good on ya, Craig. I’m lucky to have you as a partner. Remember, if we work together, the best compliment you can pay me is not telling me people talk about the ads or your website, but telling me your business is just stupid busy since we started working together.
Craig’s a brilliant strategist. And he talks all cool with that Aussie accent and stuff.
You should meet him.
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