The Chronicle’s Business blog

What is unique about your Ideal Customers’ needs and wants? What do you have that will take care of them?

Former Avis CEO Bob Townsend revealed in his book “Up the Organization” how his company’s famous “We Try Harder” campaign was born. Townsend knew something dramatic was needed if Avis was to close the gap on Hertz, its biggest competitor.

What’s more, he had faith in Bill Bernbach at the Doyle Dane Bernbach agency.

“If you promise to run what we recommend,” Bernbach said, “everyone in my shop will want to work on your account.”

Townsend’s framed memo was posted in all offices at Avis and DDB. It read:

“Avis will never know as much about advertising as DDB and DDB will never know as much about the rent-a-car business as Avis.” Townsend promised that Avis would not approve, disapprove or try to improve ads and insisted that DDB submit only those as it truly recommended. “They will not ‘see what Avis thinks of that one’.”

Finding a USP was tough. The Avis fleet was not newer than Hertz’s. It did not have more locations or cheaper rates.

Copywriter Paula Green came up with an idea that went completely against the prevailing philosophy that ads must never acknowledge a brand weakness.

Her line - “We try harder” - became one of the most famous in advertising history.

In a year, Avis turned a $3.2m loss into a $1.2m profit – its first in 13 years.

You may not be cheaper, faster, etc. than your competitors. But there has to be one thing you offer that is better. Find it and you have the idea for a great ad campaign.

For a complimentary digital copy of “Uncover Your Inner Sales Genius,” email JerryBellune@yahoo.com

Copyright 2018, The Bellune Co., Inc.