Customer Does Not
By Jay Lindsay
I've been around the insides of the advertising game since I was about 15 years old ... and that's more than just a few years ago. Additionally, over the years I've studied the techniques and rubbed elbows with some very good advertising people.
I don't claim to be the most knowledgeable advertising guru in the world, but I think I at least understand the basics ... and I try to learn more daily.
Please don't think I'm bragging. I'm only trying to impress on you that I have some knowledge about the advertising game ... what works and what doesn't. And I want to pass some of this information on to you.
The first thing I would urge you to understand firmly is that the average
person does not have a degree in rocket science. If you start jabbering in
rocket language, expect that the vast majority of your audience will turn
off to your message.
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