When we finally figured that out, we pursued our goal with a vengeance. The concept of 'discovering what you're really selling' was critical to the success of Federal Express. It is equally critical to your success. Sometimes, the most valuable lessons are those learned from other's mistakes. Real money has been spent.
Fortunes are on the line.
Yet often the most basic rules of profitable advertising seem forgotten. Let's look at what not to do. The BRC was tucked inside car magazines advertising the new PT Cruiser. There's an insulting headline that questions the reader's sincerity. Their ad agency's copywriter was trying to be cute, but only succeeded in hurting Chrysler's image.