THE GURU'S LECTURE: To build an effective advertising campaign, you must first understand your client's business and their advertising needs. You can learn your client's business and needs by asking many wise questions.

There is a list of the basic marketing questions under Guru Success Secrets. Click here for a quick review if you like.

However the most important one is the Magic Wand Question. It goes something like: "If we waved a magic wand and granted one wish, what one thing would you want your advertising to accomplish?"

Below is an old poster style ad for Henry the Horseman. Take a look and then we will have a group discussion.

"Who would like to explain what the ancient advertising poster is trying to tell us about Henry the Horseman and what is he selling?"

"It's an abduction! Henry is selling the concept of kidnapping and they will hold that poor girl for ransom!"

"Hardly! I'd say the girl is on a date. Henry is selling romance. His customers want to be seen as wild rogues who court their women with fast horses."

"Ah... And so the paradox: same picture, different interpretations. How can we find the truth? May I suggest Rule 2 of the Guru?"

"You mean we have to ask all those marketing questions, demographics, core customers, products sold, blah, blah, blah?"

"Yes but the Guru wants us to get serious with the Magic Wand Question. Okay, I'll try. What does Henry wish for as a direct consequence of his advertising poster?"

"Exactly! I can tell you that Henry's expressed a wish to sell more of his unique two person saddles. Do you think his poster made his wish come true? It did not. Sure we see two people on the same horse but it really is not selling the concept of the dual seat saddle. Hence the ad failed. The ad salesperson spent the next day in an anthill and Henry vows never to advertise again. Do you still doubt the Guru? Click here to watch the video section of this lesson.