There are some things that advertising won’t fix

When a business advertises, they expect an increase in sales. After all, that’s why they advertised in the first place. But as an ad guy, I know that there’s a lot more to increasing your sales than simply making a great ad. Your advertising can bring people into your store or make your phone ring, but that’s about it. What people find when they come in or call makes all the difference in the world.

If your sales people are rude and run people off, or if the quality of your product is not up to par, then your sales will not increase. And that’s not your advertising’s fault. In fact, advertising will only contribute to your decline. William Bernbach, the man who came up with some of the greatest ad campaigns of the 20th century, said it best,

“A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.”

Advertising works. It will work either for you or against you, but it will work.


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