The Most Important Ads You Will Ever Write
I came across the ad for CBS Radio looking for an “Account Executive.” The job was for a salesperson to sell airtime. No doubt a slew of qualified sales representatives never clicked on the ad, because the headline was misleading. It was posted on Jan. 16, 2007 and was still running two months later. How much advertising money had been left on the table by CBS in those 60 days as a result of a wrong headline?
According to Seattle guru Bob Hacker, founder of the Hacker Group, with lead generation, “The less you tell, the more you sell.” You do not want to give the person a reason to say no. At the same time, you do not want to waste your time—and the prospect’s—by attracting the wrong people.
My Personal Job Hunt
Last week, I pretended I was 35 years younger and looking for a job in Philadelphia in the fields of Advertising/Marketing/PR. Monster.com listed 456 jobs that had been posted during the past 60 days, the most recent posted on Sunday, March 18.
I downloaded 22 different openings that included Copywriter, Marketing Mgr. Business-to-Business, Account Executive, Director of Marketing, Circulation, Membership Director, Catalog Coordinator—jobs that I understood and could probably handle—just to see what might appeal to me.
Drayton Bird was right; for the most part, they were crassly unimaginative.
An example was the following—a job opening in Philadelphia with Elsevier, a world famous publisher:
Marketing Mgr, B2B
About The Company
Elsevier is an integral partner with scientific, technical and health communities, delivering superior information products and services that foster communication, build insights, and enable individual and collective advancement in scientific research and health care.
Excerpta Medica, an Elsevier business, is a strategic partner in the development and implementation of medical education, medical communication, and publication planning solutions for the health care industry.