Friday, March 02, 2007

Stengel Exhorts 4A's: 'It's Not About Telling and Selling'

P&G's CMO lifts a page from Zig Ziglar's sales 101 course on building relationships - people buy things if they like you. Why don't more of P&G's ads get you to like them? Because the ads are long on features functions and benefits wrapped in engaging creativity - and very short on Selling Dimensions ® and Product Potentials ® - Special User Effects ® - that give a product or brand real personality and character. Anticipation is not a feature or a benefit, but it is a hidden selling dimension unlocked by Calle & Company that led to Heinz's famous "Anticipation" ads with Leo Burnett - a strategy later lifted by Jeff Goodby to author, "Got Milk?" Ya gotta love those hidden Selling Dimensions ® and Special User Effects ® ! All by products of Calle & Company's proprietary Abstract Creativity ® and Multi - Dimensional Creativity ® Systems of Invention that increase a mature product or brand's Viability Envelop ®.

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