Advertise Like A Boss: Send A Simple Signal – Tim Burt Explains

Relentlessly repeating the same message in your advertising – regardless of where you advertise – is absolutely critical to making the cash registers ring.

This takes years…not weeks.

How Do You Get People To Remember Your Business With Advertising?

A Great Slogan – Repeated Often – Will Get People To Remember Your Business Through Advertising

The Best Slogans Are Rarely Changed

Here in the U. S., I could ask virtually anyone over the age of 35 about the following slogans, and they could name the advertiser:

  • We’ll leave the light on for you (Motel 6)
  • Finger-Lickin’ Good (KFC)
  • Just Do It (Nike)

The question isn’t how do you know those slogans…but, rather…

WHY Do You Know Those Slogans?

Here’s the short list:

  1. They are short (the longest is 6 syllables)
  2. They are descriptive, informative, or motivational
  3. They were repeated relentlessly

You may be saying to yourself, “Tim, those are for multi-million or billion dollar companies. They have gallons of money to promote those brands.”

And you would be right.

But there’s one thing that they all did exceptionally well, which your business can use starting immediately:

Send A Simple Signal

Does your advertising follow that simple guideline?

I’m calling that “S3″

Think about your own life for a moment. Would you respond to a commercial that requires you to decipher the client’s message?

Your target audience (whomever they may be) does not react to what I call “Corporate Zombie-Speak.”

I Want To Change My Message

Most business owners (regardless of size) often fall into what I call the “Boredom Trap.”

They feel that their message is worn-out, tired, and the audience doesn’t respond to it any longer.

Most times, it’s simply because they haven’t exposed enough people to the slogan for it to become memorable.

Change for change’s sake (or boredom) is a losing formula.

Here’s The Winning Messaging Formula

Step 1: Send A Simple Signal (to your targeted audience)

Step 2: Relentlessly Repeat

Tim Burt


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[video] Advertising Myth Busted: Getting Attention – Tim Burt Explains

In this short video, I bust one of the biggest myths in advertising: “getting” the audience’s attention.

Here, I use two real-world commercials to demonstrate that advertising is not just about getting the attention of the audience…it goes much deeper than that.

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Super Bowl 49 Commercials – Live Blogging With Advertising Expert Tim Burt

If you’re going to be watching Super Bowl 49 (Super Bowl 2015) just for the commercials, you’re not alone.

It is estimated that approximately 1/3rd of the audience is watching for the ads alone.

After all, it’s the most watched television program of the year.

Super Bowl Ads Are Supposed To Sell

Here’s the bad news…the vast majority of ads are designed to simply entertain. Not sell.

This is a huge mistake.

I explain why in this video:

Get A Peek Inside My Head During The Game

As in past years, I’ll be live-blogging my critiques and analysis of the Super Bowl commercials on this website:

Here are the other sites which I’ll be posting my snark:



Tim Burt



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Finalists: The 3 Dumbest Christmas Car Commercials, 2014 – Tim Burt Reviews

Every Christmas season, without fail, there will be one auto manufacturer with a stupid advertising campaign, or at least one dumb commercial. This year, we have THREE.

Finalist #1: Honda

Are you selling toys or cars?


Let me guess…the Michael Bolton commercials from last year didn’t work out so well?

Finalist #2: Ford

So…nine-year old kids can now drive?

Finalist #3: Toyota

(I apologize, you have to click through the link to watch…but its awfulness is worth it…)

Does this happen in any showroom? Ever? At least during business hours?

How do you follow that up, Toyota? By asking your dealers to make your customers make ridiculous, forced, lame videos like this…which, I would bet, these people hadn’t seen the “dancing” commercial before they walked in to that dealership…

So…just remember…

These commercials are supposed to convince you to spend $25,000+ on a car.

Tim Burt 


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Black Friday Is Dead. Ready For Black Thursday (And Wednesday)? Advertising Expert Tim Burt Explains

Black Friday – As You Know It – Is Dead

After visiting 5 malls in 6 hours on Black Friday, here’s who didn’t show up:

Black Friday 2014 Macys - empty checkout station.

Black Friday 2014 Macy’s @ 5:30 a.m.

Where is everyone? Home sleeping.

Macy’s @ St Louis Galleria, approximately 6:15 a.m. Where is everyone? Home sleeping.

Empty aisles on Black Friday 2014 at St. Louis West County Center

Main thoroughfare on Black Friday 2014 at St. Louis West County Center. Approximately 5:30 a.m.

Microsoft Store St Louis Galleria Black Friday 2014

More staff than patrons at the Microsoft Store in the St Louis Galleria on Black Friday 2014. Approximately 6:30 a.m.

In prior years, you couldn’t walk 5 feet without bumping into 10 people. Now…it’s like a Sunday morning right after they opened.

Don’t Get Me Wrong…

The deals will still be crazy on Thanksgiving weekend for years to come. Consumers will simply be able to get them sooner, and online.

Seeing empty parking lots at the malls when they should be packed led me to some startling realizations…


  • Within 4-6 years (or less), most major U.S. retailers will remain open on Thanksgiving Day.
  • The only time they will close will be Wednesday evening (briefly) to prepare for the “Black Thursday”crowds.
  • The busiest night in the U.S. at bars (the Wednesday night before Thanksgiving) will suffer a noticeable traffic decline because of the shopping frenzy starting earlier. 

I witnessed (essentially) the death of a retail tradition on Friday. Here’s why I say this:

  • “People won’t shop on Thanksgiving night” (as I’ve heard) is a myth.
  • More consumers are buying online because retailers are offering the same deals.
  • Because people are looking for an escape from their families that night.

Thanksgiving Night Sales By The Numbers

Here are some “Black Thursday” stats to support my predictions and observations:

  • 22 million people were at Walmart stores between 6-10 p.m. on Thanksgiving night. That’s more than visit Disneyland in a year
  • Walmart counted 10,000,000 cash register transactions during that 4-hour span.
  • Target – per minute – was selling an average of  1,800 televisions, and 2,000 video games.

There are more numbers here if you care to see them.

Fights Over T.V’s, Underwear, and T.V.’s

*Warning: strong language in the links*

If you haven’t seen the craziness you can watch some of the NSFW YouTube videos from the United States here.

BONUS! Even Britain got in on the Black-whenever madness. Click here.


Just like the line in “Field Of Dreams” – “if you build it they will come” – then if you make it worth their effort, consumers will show up regardless of the day/time.

What was a truly American event has now shifted online, and to a holiday. It breaks my heart.

Be fully prepared to add “Black Thursday” and (probably very soon) “Black Wednesday” to your lexicon in the near future.

Tim Burt 


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Finalist: Best Black Friday Commercial of 2014 – Old Navy – Tim Burt Critiques

In my previous post, I gave my opinion as to whether stores should be open on Thanksgiving (before Black Friday).

The short answer is yes – if – the stores give you a reason to be there.

This ad has the best reason I’ve seen to go shopping on Thanksgiving day yet…

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Should Stores Be Open On Thanksgiving? – Advertising Expert Tim Burt Discusses

Here in the U. S., Thanksgiving isn’t for another week. Traditionally, that day marks the official start of the Christmas shopping season.

Yet, you wouldn’t know it from the onslaught of ads everywhere ramming “holiday” offers down the throats of the public – 6 weeks – before Christmas.

In years past, you wouldn’t start seeing these ads until just before – or on – Thanksgiving day.

The day after Thanksgiving (a.k.a. “Black Friday”) is the biggest shopping day of the year. It’s named as such because that day used to mark the time that the “big box” retailers turned a profit for the year (out of the red, into the black – hence, “Black Friday”).

But as Thanksgiving Day has fallen later in the month in recent years, retailers are looking to maximize every possible second of revenue before Christmas.

I can’t blame them for that.

Some have resorted to opening on Thanksgiving Day itself. I saw a press release today mentioning that a half-dozen malls will be open on turkey day here in St. Louis where I live.

Is it right? Should they be “allowed” to open?

My $0.02 is, yes (here’s where the argument usually ensues).

But I have a rule: if the business makes it worth the public’s time, people will show up.

Just like any other day of the year.

The “door-buster” deals on Friday for electronics, clothes, etc. will always draw people in.

But to do it on Thanksgiving (when some will argue that time should be spent with family), then retailers who willingly open that night need to add extra incentive to shoppers.

Handing out “Groupon-type” coupons (spend $10, get $20 later) will reap a greater reward well past the holiday season.

Bigger discounts. Door prizes. All that gimmicky stuff.

Guess what? It works.

Remember, there are those who don’t have family in town who don’t mind shopping. There are those who don’t mind working because they may get extra pay.

Will I be out shopping on Thanksgiving night? Maybe.

It depends on what kind of offers lure me to the retailer.

Tim Burt

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