MARKETING 101

Why B2B Ads Are Often Predictable Failures

Effective advertising is good story telling
Old-school ad savvy drives new-school success
How to analyze B2B ads to predict results

Names and Words Predict Success or Failure

Words rule company identity and product perceptions
Words create the filter through which all else is seen
Basic rules for best names, taglines, and headlines

Differentiate Your Obvious Advantage

Exploit perceptions – you can’t change them
Claim leadership wherever competitors allow
It’s not about being “better” or claiming “quality”