This week, I was surprised to see an ad the American
package delivery company, UPS, was running on television a
year or more ago. I consider it one of the best television
spots I've ever seen. A woman sings about the joy of
"logistics," to the music of a famous Italian melody. (I
always think of Dean Martin singing "That's Amore" when I
hear it.)
The ad is very well done, with music that swells and grows
through the 30 seconds. It's a twist on an old familiar
love song, and there's a delightful absurdity about the joy
of package delivery!
I draw two vital lessons for every business from this
simple ad:
1. Make your advertising memorable or don't bother. This is
the season when we are swamped with political ads of all
kinds. That may be good (we want educated, informed voters)
but it definitely gets tedious. It's especially tedious
because so many of the ads are so badly done! They are
negative, unhappy, dark and somber. But far worse from an
advertising perspective, they are so forgettable!
When you advertise your business, take the time and spend
the money to stand out in a positive way! Make your ads
memorable, humorous, inspiring or educational. An ad that
merely says you exist probably won't do much for your
business. Tell folks about the problems you solve or the
benefits you provide. And add some punch to it!
2. It's the fundamentals that make all the difference. The
best businesses, the ones that earn our loyalty, are very
good at what they do. They may not be flashy or sexy or
"new" but we depend on them. They get things done on time,
every time. They keep their promises and take pride in what
they do.
Package delivery is not sexy or "new." It's a business we
all hope to take for granted because we never have to worry
about it. It's basic grunt type work and for UPS to create
such a powerful ad about such a mundane business model
should inspire every business leader.
What can you do to make your business stand out? If you
advertise, do it with flair and creativity, but perhaps
even more important, do your work on time, on budget, with
class and enthusiasm. Every time. Loyal, repeat customers
will make you rich.
package delivery company, UPS, was running on television a
year or more ago. I consider it one of the best television
spots I've ever seen. A woman sings about the joy of
"logistics," to the music of a famous Italian melody. (I
always think of Dean Martin singing "That's Amore" when I
hear it.)
The ad is very well done, with music that swells and grows
through the 30 seconds. It's a twist on an old familiar
love song, and there's a delightful absurdity about the joy
of package delivery!
I draw two vital lessons for every business from this
simple ad:
1. Make your advertising memorable or don't bother. This is
the season when we are swamped with political ads of all
kinds. That may be good (we want educated, informed voters)
but it definitely gets tedious. It's especially tedious
because so many of the ads are so badly done! They are
negative, unhappy, dark and somber. But far worse from an
advertising perspective, they are so forgettable!
When you advertise your business, take the time and spend
the money to stand out in a positive way! Make your ads
memorable, humorous, inspiring or educational. An ad that
merely says you exist probably won't do much for your
business. Tell folks about the problems you solve or the
benefits you provide. And add some punch to it!
2. It's the fundamentals that make all the difference. The
best businesses, the ones that earn our loyalty, are very
good at what they do. They may not be flashy or sexy or
"new" but we depend on them. They get things done on time,
every time. They keep their promises and take pride in what
they do.
Package delivery is not sexy or "new." It's a business we
all hope to take for granted because we never have to worry
about it. It's basic grunt type work and for UPS to create
such a powerful ad about such a mundane business model
should inspire every business leader.
What can you do to make your business stand out? If you
advertise, do it with flair and creativity, but perhaps
even more important, do your work on time, on budget, with
class and enthusiasm. Every time. Loyal, repeat customers
will make you rich.
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