It often happens – no, it usually happens – that advertisers, once they have run a campaign explaining the basic advantages of their product or service, think that this particular job has been done more or less for good and all.

They see and see again their own ads plugging these basics; they see their competitors’ ads doing the same thing, and they come to the conclusion that the whole world knows about it and is rapidly tiring of hearing about these primary product properties.

This is a conclusion that is sometimes justified, but more often it is vastly mistaken. Customers as a race are only about one-tenth as aware of your product or service as you think – and about one-twentieth as knowledgeable as you hope.

Always remember that when you run a campaign, you are preaching to the indifferent. You are talking to people who would care more about leaving their umbrella on a train than about news of you leaping under one.

Generally speaking, nobody gives a flying flinch about you or your products. There is, therefore, a lot to be said for keeping on plugging away at the simple, straightforward product advantages or sales propositions that you have to offer.

The truth is, an ad campaign has a longer life than anyone associated with it thinks it has. So, if you have a campaign that projects your product benefits sensibly and forcibly, run it until you are absolutely sure that everyone is fed up to the back teeth with it. Then give it another twelve months for luck.

© 2005 Markethill Publishing.

Patrick Quinn is a copywriter, with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh. Over the years, he has helped win for his clients just about every advertising award worth winning. His published books, include:

The Secrets of Successful Copywriting.

The Secrets of Successful Low Budget Advertising.

Word Power 1, 2 & 3.