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Advertising

Sell the sizzle, not the steak

Advertising insurance is different than marketing a product. You're selling a service and there's no tangible product to display in your advertising.

With no product to take up space on advertising, have fun with the creative concept.

Sell the sizzle, not the steak because the primary purpose of an ad is to excite the customer. In other words, don't go heavy on content. Pick the most compelling selling points you have to offer...and leave it at that. Let the rest of the ad be taken up by an interesting creative concept that somehow ties into what you're selling, even if it's in an apropos manner.

When you're competing with 50 other ads in a magazine, your ad better be eye catching and deliver a key message if you expect anyone to give it 10 seconds of their scanning time.




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