Recently the American package delivery company, UPS, has
been running a brilliant ad on television. A woman sings
about the joy of "logistics" with words set 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 well done, with cute images and music that swells
and grows through the 30 seconds. It's different, 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. We are
swamped with political ads of all kinds. That may be good
but it definitely becomes 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, take the time and spend the money to
stand out in a positive way! Make your ads memorable,
humorous, inspiring or at least educational. An ad that
merely says you exist is not going to do much for your
business. Tell folks about the problems you solve or the
benefits you provide. And "ad" 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. It may not be flashy or sexy or "new"
but they work. They get things done on time, every time.
They keep their promises and take pride in what they do.
Package delivery is neither 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 work and for UPS to create
such a powerful ad about such a mundane business should
inspire every business leader.
When 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.
been running a brilliant ad on television. A woman sings
about the joy of "logistics" with words set 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 well done, with cute images and music that swells
and grows through the 30 seconds. It's different, 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. We are
swamped with political ads of all kinds. That may be good
but it definitely becomes 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, take the time and spend the money to
stand out in a positive way! Make your ads memorable,
humorous, inspiring or at least educational. An ad that
merely says you exist is not going to do much for your
business. Tell folks about the problems you solve or the
benefits you provide. And "ad" 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. It may not be flashy or sexy or "new"
but they work. They get things done on time, every time.
They keep their promises and take pride in what they do.
Package delivery is neither 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 work and for UPS to create
such a powerful ad about such a mundane business should
inspire every business leader.
When 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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