Selling your Program

Developing a Theme

What makes a message effective? Let's look at what Madison Avenue does very effectively — conveying the message. Do you remember:

To look sharp every time you shave,
To feel sharp and be on the ball,
To be sharp, Use Gillette Blue Blades,
It's the quickest, slickest shave of all!

If you're too young to remember that, think of an advertising jingle which has really captured your fancy. Think about selling something that you know about. Think of a product slogan or jingle. Where did you see it/hear it? Why did you remember it? Does it leave you with a positive or negative feeling? Do you know why?

WHY IS THE MESSAGE EFFECTIVE?
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Some of the reasons we came up with in training workshops were:
  The jingle is catchy.
  It appeals to the way we want to look and feel.
  It's clever.
  It's easily remembered.
  The gong in the jingle associates the jingle with boxing and therefore — masculinity.
And it is catchy. Some of us have remembered it all these years, even though we had little use for razor blades when we first heard it.

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