Classic example of series advertising - Burma Shave Signs on Route 66:
You might remember the old Burma Shave billboards – from 1925 to 1963, series of six small billboards would appear along a roadway, usually rhyming and with a punchline:
You’ve laughed / At our signs / For many a mile / Be a sport / Give us a trial / Burma-Shave
More modern companies have copied this tactic with billboards, and usually with better results than a single large one.
Series advertising works well in print and online media as well, for several reasons:
They get attention! (The most difficult task in marketing!)
The potential customer starts to look forward to the next one.
They establish a relationship over time – it takes time to develop an idea of needing a product, being able to afford it, picturing its use, getting questions answered, and so on.
Series don’t have to rhyme, or even be entertaining, although that’s always a plus. They could be informative, useful, friendly, reassuring, or even scary (raising concerns about a problem your product solves.)
Series can be delivered in many media. Here are some to consider:
A series of small print advertisements in each issue of a magazine rather than a single large one.
A series of postcards rather than a long sales letter.
A series of blog posts rather than a static web site.
A series of emails (delivered by an autoresponder, if you like) rather than a single email blast.
A series of press releases over time to a selected group of media contacts, rather than a single “shotgun” to every publication you know.
Need some help?
If you contract with ABCI during July for 5 writing tasks, we’ll give you the sixth or equal value (up to $1500) for free.
Here are some ideas for using this offer:
A series of blog posts
A series of emails for your list of prospects or customers
A series of newsletters
A series of sales letters
A series of case studies, white papers, press releases or product sheets.
Note – you can use your series over time. As an example, if you have a monthly newsletter we can contract now for five months to receive the sixth free.
The summer is flying by, August will be here before we know it!