"I have seen one advertisement actually sell not twice as much, not three times as much, but nineteen and one half times as much as another. Both advertisements occupied the same space, both were run in the same publication and both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal."

--Tested Advertising Methods by John Caples

Mr. Caples was right. The wrong advertising can actually reduce the sales of a product. It is a myth that all advertising increases sales to some degree. At Coopwood Communications, we believe in doing our homework before we begin work on an ad campaign. A basic question that we ask from the start is, "What does the product do and who is it for?" We ask the same question regarding service. How you position your product or service is crucial.

HOW WE WORK

Our approach at Coopwood Communications is to evaluate a client's situation after the first meeting. After we feel we have accurately identified their needs through research and other methods, we develop a plan as to how we will help them achieve their goals. We present our plan to the client and then discuss the implementation in detail. Again, we strongly believe that by using the combined knowledge of our agency and client, a solution can and will be found so that in the end our ideas exceed our client's expectations and our client makes more money. We are here to help in the short term or long term - whatever the situation requires.

FIRST CLASS ALL THE WAY

Our agency believes in quality and we do not compromise on this. One of our agency's mottos says it all: Quality Without Compromise. Image and presentation is the foundation on which all successful campaigns are built. What image do you want for your brand? Image means personality. Every advertisement should be thought of as a contribution to the brand image. It pays to give all products or services an image of quality - a first class approach. If your advertising looks cheap or shoddy, it will reflect on your product. Quality Without Compromise is what you will receive from Coopwood Communications.

IDEAS AND TIMING ARE EVERYTHING

Fame and fortune for your product or service will never be achieved without big ideas. Unless your advertising contains a big idea, it will pass like a ship in the night. And more often than not, the simplest idea is the best. At Coopwood Communications we believe that in order to launch an effective campaign with award winning results, there is generally no need for a long, drawn out process of putting together a complicated campaign. Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing. Because of our agency's size, we can quickly deliver a campaign that is strategic and effective. Our turn-around time is impressive, even on the most difficult jobs.