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Examples of a tactic used to lift ad responses

by ewenmack
7 replies
The more methods you know of lifting ad responses
then you are putting the odds in your favor of creating a blockbuster.

Here's 3 examples where the advertisers have "borrowed" credibility from
trusted authorities.

Just might be what the doctor ordered for ya!

Best,
Ewen

The Most Powerful Way To Borrow Credibility
#examples #lift #responses #tactic
  • Profile picture of the author DaniMc
    As always Ewen, a high quality post! I have some ideas already.
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  • Profile picture of the author thattaway
    Nice! Thanks for sharing.
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  • Profile picture of the author PsycFa
    A refreshing read..one of the oldest tricks in the book but yet many of us tend to overlook it as it is as simple as it can get.

    Thanks for the share
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    The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.....

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  • Profile picture of the author bluecoyotemedia
    Ewen

    great tactic.. as this appeals to the topical consciousnesses and grabs the attention

    my question is that can we actually get away

    having an ad with a headline quoting a celebrity and having a picture of that celebrity and then build the copy around that????

    "Famous Austrian Bodybuilder comments raw eggs can make you more manly and boost your testosterone" LOL

    then have a picture of Arnold Schwarzenegger

    and have copy proving your points about the effectiveness of the eggs and testosterone building???


    I think this may get by until you have a successful promo or use an informercial and then one may get sued


    food for thought.


    any comments???

    eddie





    Originally Posted by ewenmack View Post

    The more methods you know of lifting ad responses
    then you are putting the odds in your favor of creating a blockbuster.

    Here's 3 examples where the advertisers have "borrowed" credibility from
    trusted authorities.

    Just might be what the doctor ordered for ya!

    Best,
    Ewen

    The Most Powerful Way To Borrow Credibility
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    Skunkworks: noun. informal.

    A clandestine group operating without any external intervention or oversight. Such groups achieve significant breakthroughs rarely discussed in public because they operate "outside the box".
    https://short-stuff.com/-Mjk0fDExOA==

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    • Profile picture of the author sandalwood
      Originally Posted by bluecoyotemedia View Post

      Ewen

      great tactic.. as this appeals to the topical consciousnesses and grabs the attention

      my question is that can we actually get away

      having an ad with a headline quoting a celebrity and having a picture of that celebrity and then build the copy around that????

      "Famous Austrian Bodybuilder comments raw eggs can make you more manly and boost your testosterone" LOL

      then have a picture of Arnold Schwarzenegger

      and have copy proving your points about the effectiveness of the eggs and testosterone building???


      I think this may get by until you have a successful promo or use an informercial and then one may get sued


      food for thought.


      any comments???

      eddie
      Eddie,

      I don't know about being sued. I know of one publication that used to use headlines like:

      What do Oprah Winfrey, Bill Gates and Joan Rivers have in common? (I mad eup the names if you can't guess)

      Their pictures would also be there. To the best of my knowledge they were never sued. It has something to do with being in the public spotlight/being a public figure.

      I am not a lawyer and haven't investigated it but I don't see why it won't work especially if the celebrity has made comments about the product, item, topic. I haven't used it but don't see why I won't in a future promotion.

      Also I think that kind of cerdibilityis being used in some adsense ads. Dr Oz jumps to mind as the latest celebrity being used as the authority figure/cerdibility source.
      Just my 2 cents...

      Tom
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    • Profile picture of the author DaniMc
      Originally Posted by bluecoyotemedia View Post

      Ewen

      great tactic.. as this appeals to the topical consciousnesses and grabs the attention

      my question is that can we actually get away

      having an ad with a headline quoting a celebrity and having a picture of that celebrity and then build the copy around that????

      "Famous Austrian Bodybuilder comments raw eggs can make you more manly and boost your testosterone" LOL

      then have a picture of Arnold Schwarzenegger

      and have copy proving your points about the effectiveness of the eggs and testosterone building???


      I think this may get by until you have a successful promo or use an informercial and then one may get sued


      food for thought.


      any comments???

      eddie
      I agree with Tom. If you are using a purchased stock image that you have rights to and you are quoting something they said in public, then you are not opening yourself to liability. Now, if you are just making something up that is probably a whole different enchilada.

      Luckily it's not too hard to find celebrity quotes on all sorts of things.
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    • Profile picture of the author ewenmack
      Originally Posted by bluecoyotemedia View Post


      "Famous Austrian Bodybuilder comments raw eggs can make you more manly and boost your testosterone" LOL

      then have a picture of Arnold Schwarzenegger

      and have copy proving your points about the effectiveness of the eggs and testosterone building???


      I think this may get by until you have a successful promo or use an informercial and then one may get sued


      food for thought.


      any comments???

      eddie
      Eddie To cover my ass I'd quote where it came from and date.
      I'd also make a disclaimer at the bottom saying the person does not endorse or no way connected to what you are selling.

      Other than that I don't see why you couldn't milk it for all it's worth,
      as shown by those examples.

      Now I'm not a lawyer so seek your own legal advice!

      Best,
      Ewen
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