How to Make Memorable and Impactful HVAC and Building Automation Controls Ads

Marketing magic from Marc Petock

Wish I Had Done That One

As an elder marketing statesman now, I am often asked what have been some of the most memorable ads you have seen and wished you had done? While I admit, there have been several, one of my all-time favorites is McGraw-Hill’s “Man in the Chair”.

Created in 1958, the ad embraced a firm faced, demanding executive wearing a bowtie and suit, sitting in an office chair, hands clenched together and staring intently at you as you were a salesperson and the last thing he wanted to do was hear your pitch.

Beside the man, were a list of very direct assertions, followed by even more pointed question:

I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know company’s reputation.
Now—what was it you wanted to sell me?

Why is this ad one of the most memorable and one I wished I did? It is direct. It is timeless. One immediately gets it. The same questions (and answers) apply to almost any product, any solution for any industry. And the importance of being able to address these questions are as important today as they were back then.

In addition to being an all around great person, Marc Petock is Global Technology Marketing, Branding and Strategy Executive at Lynxspring. He is an advisor, Board Member, Consultant, Speaker, Author



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