{"id":3133,"date":"2010-02-20T07:00:58","date_gmt":"2010-02-20T12:00:58","guid":{"rendered":"http:\/\/dobermandan.com\/?p=3133"},"modified":"2010-02-19T12:19:26","modified_gmt":"2010-02-19T17:19:26","slug":"swipe-file-mistakes","status":"publish","type":"post","link":"https:\/\/www.dobermandan.com\/blog\/swipe-file-mistakes\/","title":{"rendered":"Swipe File Mistakes"},"content":{"rendered":"

Sunday, February 14, 12:47 AM<\/p>\n

Dear Friend,<\/p>\n

I’m sleeping on the couch alone in my home office tonight of all nights… Valentines day!<\/p>\n

What the heck did I do wrong?<\/p>\n

All I know is the Colombiana reacted quite strongly (and not in a POSITIVE way) when I presented her Valentine’s Day card.<\/p>\n

Here’s a copy:<\/p>\n

\"\"<\/a><\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

And here’s page 2:<\/p>\n

\"\"<\/a>Ladies, can you help me out and explain why the Colombiana got so upset?<\/p>\n

Ain’t I a stinker! \ud83d\ude42<\/p>\n

I’m just having a little fun with you today… but there is<\/em> a marketing lesson in all this.<\/p>\n

My, how times have changed!<\/strong><\/p>\n

Imagine if you swiped an ad from this time period for a product sold to women. How successful do you think your swiped ad would be?<\/p>\n

Swipe files are great for generating ideas and seeing what has worked in the past… but the key words are “in the past”.<\/p>\n

Markets are constantly changing and evolving. Even an ad that was successful just a year or two ago may be a complete flop in today’s market.<\/p>\n

So yes, go ahead and use your swipe files to study successful ads and generate ideas… but to really write a successful ad, you need to enter the conversation going on in your customer’s head… at this very point in time right now.<\/p>\n

All the best,
\"\"<\/a><\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

P.S. Guys, just for fun, show the Good Wife’s Guide<\/em> to your wife and tell me what her reaction was in the comments section below.<\/p>\n

On second thought, that might not be a very good idea… unless you like<\/em> sleeping on the couch. \ud83d\ude42<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

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