One of the classic marketing campaigns was a simple button that said:
“I lost 20 pounds on (Diet). ASK HOW!”
The other day I saw a bus bench advertisement for a real estate company that proclaimed:
“We are changing the residential real estate market forever. ASK HOW!”
With 2/3 of adult Americans overweight, it’s a sure thing that some of them will ask, “How did you lose 20 pounds?”
But no one on this planet (other than, possibly, a real estate agent) will ask, “How are you changing the residential real estate market forever?”
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I suckered thousands into listening to my pointless pitch. Ask how…
Me know how. Me want chance.
This campaign begs the question: Is the client an idiot or does the client have an agency that’s an idiot? You can fire the agency, but when you own the stupid, it’s forever.