WHEN YOUR COMPETITORS
ARE TRYING TO OUTGUN YOU -
THINK BEYOND THE OBVIOUS...
There was a street in Norwich with
three tailors.
Snipcock’s put up a sign reading
“Best Tailor in Town.”
Pincher & Son next door responded with
a bigger sign proclaiming
“Best Tailor in the County.”
Old Sol Ginsberg, the third tailor, knew a thing or two about copywriting.
He made a sign reading
“BEST TAILOR IN THE STREET!”
ARE TRYING TO OUTGUN YOU -
THINK BEYOND THE OBVIOUS...
There was a street in Norwich with
three tailors.
Snipcock’s put up a sign reading
“Best Tailor in Town.”
Pincher & Son next door responded with
a bigger sign proclaiming
“Best Tailor in the County.”
Old Sol Ginsberg, the third tailor, knew a thing or two about copywriting.
He made a sign reading
“BEST TAILOR IN THE STREET!”
‘TO BOLDLY GO’… if you want to sell to Klingons – talk Klingon!
A cautionary tale about the pitfalls of doing business abroad: General Motors launched the Chevrolet Nova in Spain. It bombed. GM executives were baffled until it was pointed out that "nova" (no va) translates as "doesn't go" in Spanish.
Coors the American brewer also got it wrong in Spain when their strapline "Turn it Loose" translated as “Get Diarrhoea”.
Then there was the Western drug company who advertised a new remedy in the United Arab Emirates using infographics. The first picture on the left was of a man looking ill. The middle shot was of him taking the medication. The final picture on the right showed him looking well. What they forgot is that in the Arab world people read from right to left!
A cautionary tale about the pitfalls of doing business abroad: General Motors launched the Chevrolet Nova in Spain. It bombed. GM executives were baffled until it was pointed out that "nova" (no va) translates as "doesn't go" in Spanish.
Coors the American brewer also got it wrong in Spain when their strapline "Turn it Loose" translated as “Get Diarrhoea”.
Then there was the Western drug company who advertised a new remedy in the United Arab Emirates using infographics. The first picture on the left was of a man looking ill. The middle shot was of him taking the medication. The final picture on the right showed him looking well. What they forgot is that in the Arab world people read from right to left!
MAKE IT SO!
MAKE IT FUNNY.
MAKE IT SERIOUS.
JUST DON'T MAKE IT
BORING!
