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The
Copy Chasers is a panel of advertising experts that analyzes
and critiques business-to-business advertising in terms of message
effectiveness (in other words, ads that really do help
create customers). The group's column appears in BtoB magazine
(previously Business Marketing). Over the years,
Copy Chasers developed the Ten Commandments of good business-to-business
advertising, which are as applicable today as they were at
the time of their inception.
At Badertscher Communications, these rules serve as our guideposts in developing
ads that are not merely creative but – more importantly – compelling.
- The successful ad has a high degree of visual magnetism.
- The successful ad selects the right audience.
- The successful ad invites the reader into the scene.
- The successful ad promises a reward.
- The successful ad backs up the promise.
- The successful ad presents the selling proposition in a logical sequence.
- The successful ad talks "Person-to-Person."
- Successful advertising is easy to read.
- Successful advertising emphasizes the service, not the source.
- Successful advertising reflects the company's character.
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