Tuesday, June 1, 2010

Credibility and the Carlin Calculator

Tom is a guy who loves figuring out what works and what doesn't in the world of advertising.

He holds a bachelor’s degree in business marketing, but also learned a lot of stuff the hard way, spending eight years growing a successful retail-clothing store.

Tom is the author of “Currencies That Buy Credibility” (Wizard Academy Press), a book that teaches you how to drive more traffic, sales and word-of-mouth. He is also an adjunct faculty member of Wizard Academy® in Austin, Texas, where he teaches the workshop, “Marketing Beyond Advertising”.

Spend any time with Tom or read his stuff and you will learn how vehemently opposed he is to the further propogation of "Ad-Speak". As far as Tom Wanek is concerned, "Ad-Speak" is a quiet killer. Your ads sound like everyone else's, promising "fast, friendly, reliable service from our friendly and knowledgeable staff", but no one will ever notice or give a shit. He has gone so far as to build what he calls the Carlin Calculator into his website, in honor of the man who figured out why so many ads put us to sleep.

So if your ads are boasting about quality selection and service, being locally-owned and operated or other hollow, coma-inducing comments or chest-thumping claims, you need to learn more from Tom Wanek about the Law of Polarity and how it applies to your brand.

The 2010 Edelman Trust Barometer reports only 17 percent of the 25-34 crowd say product and corporate advertising is a credible source of information. Paying attention to what a guy like Tom Wanek has to say could go a long way towards furthering the credibility your brand has with past, present and future customers.

No longer can you pummel your customer with ad-speak.

Credibility is the new currency.

And as Tom explains, it's there for the taking.

"Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent"



1 comment:

Brain Diesel said...

Wow Gair. This one really struck home. I was so disappointed when I got to the bottom as I wanted to keep reading.

There is a lot to think about here.