The Musings Of An Opinionated Sod [Help Me Grow!]


An Ad That Made Me Pay Attention …
October 29, 2014, 6:10 am
Filed under: seminar ads

So I was on a plane recently, flicking through the in-flight magazine, when I came across this:

And I have to say I liked it.

Not just because of the [very true] provocative statement, but because it was clean, simple and centred around a clear idea which meant it stood out from the countless other ads in the magazine.

What’s even more impressive is that the company behind it, Karrass, are a seminar company.

Sure, they say they are a negotiation training company … but they do it through seminars, so for sake of argument, I’ll leave it at that.

Now normally, seminar ads – whether they help train your negotiation skills or your money management – are more likely to cause an epileptic attack rather than an appreciative stare.

They cram every inch of their ad with impressive quotes from various media or previous attendees or push the ‘ticket hotline’ more than a dealer pushes crack.

In other words, like this:

So well done to Karrass, not only did you use creativity to differentiate yourselves from the competition and the countless other communication that was thrust in my face, you also proved your credentials by negotiating with my brain so that it would give a shit about your company which is more than 95% of the stuff out there manages to achieve.


26 Comments so far
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I agree with everything you say in this post Rob. I also like the statement on the Karrass ad, it’s very true. Can I ask if I am the only one who found the use of the word “advert” in the title of this post, strange? It’s been so long since I’ve seen that single word to be used to express a piece of communication, it was jarring.

Comment by Pete

What are you talking about? It says ad not advert. On the LSD again?

Comment by Billy Whizz

That is crazy. I swear I saw the word advert. Did you change it Rob? I may have drunk too many coffees today.

Comment by Pete

Freak.

Comment by DH

Maybe it has something to do with spending the day with the engineering team.

Comment by George

So now you’re seeing things Pete. Did you hit your head against a wall recently? I only ask because I end up doing that quite a lot at the moment … especially when I’m trying to get the Bank of China to do something.

Comment by Rob

those bastards at happy mountain have fucked your mind. sue the bastards to oblivion then give me 70%

Comment by andy@cynic

Word of advice. Never go to a rich dad/poor dad conference. Ironically my dad took me to one years ago and we left after 30 minutes when it became apparent the lessons the presenter wanted to teach us revolved around starting your own rich dad/poor dad conferences for and getting wealthy off the gullible attendees.

Comment by Pete

Was that before, during or after you were at cynic?

Comment by DH

I think it was during. Funny.

Comment by Pete

Smart man. Your dad, not you.

Comment by DH

Well judging on the life you lead at wieden, you are the best negotiator in the world.

Comment by DH

Not to mention your negotiation skills to get a smart, attractive woman like Jill to marry you. Let alone procreate with you. Karrass won’t have case studies anywhere near that.

Comment by DH

He definitely doesn’t get what he deserves.

Comment by Billy Whizz

I choose to ignore these comments.

Comment by Rob

It is nice to read something that actually says something meaningful and relevant to the brand rather than a failed philosophy students statement about living well. For a washing powder.

Comment by George

Yep. The ol’ single minded proposition expressed in a meaningful – yet provocative – way. Still works well.

Comment by Rob

Were I ever in a positon to negotiate I might be interested.

Comment by John

how about negotiating with the devil to get you as far as fucking away from this blog as you can.

Comment by andy@cynic

We all know we have to stay in order to provide damage limitation, lest the masses have their heads turned by the provocative “content”.

Comment by John

he should pay us for reputation management. imagine how bad the fucker would look without us here.

Comment by andy@cynic

So what you’re saying is you’ve not insulted me for the past 9 years because you mean it, but because you’re helping learn how to navigate reputational choppy waters. You’re all so kind. Not to mention diligent about doing your job well.

Comment by Rob

Didn’t America invent the fortune cookie?
Anyway, isn’t it lovely to be talking about an actual press ad.
I talk to lots of newspapers these days and I love all the multi platform stuff they talk about, but only the Guardian talks about quality of writing or having some sort of purpose.

Comment by Northern

It also has the best cryptic crosswords …

Comment by Ian Gee

i had chinese last night. i didnt even get a fortune cookie, what the fuck does that say about my future. bastards.

Comment by andy@cynic

You’ve already made you’re fortune
And Rob’s apparently

Comment by Northern




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