Philip W. Sawyer
PW Sawyer Consulting
P.O. Box 97
Dennis, MA 02638
Phone: 914 396 7054
Q. How do I know that PW Sawyer Consulting is a reputable resource on advertising effectiveness?
A. If you go to the About PW SAWYER page, you will find a number of articles by and about Phil Sawyer from well-known sources. And you can follow the links to sites that include articles as well as some of the analyses that he has completed throughout the years. In addition, you can find genuine third-party evaluations on the Testimonials page. Last, the service carries a guarantee that if you're not happy with the report you receive, you will receive a refund of 75% -- and you can still keep all the insights you've gained about the principles of advertising as they apply to your work.
Q. What are the best reasons to use PW Sawyer Consulting to evaluate my advertising?
A. You will save a substantial amount of time and money that you would have paid to an ad-research firm, which can be quite expensive. Instead, you'll be getting the benefit of the analytical services of someone: a) who has successfully analyzed ads for almost three decades; and b) who is one of the few people in the country with broad experience in both traditional ad research through surveys and the most up-to-date neuroscience technology. Moreover, Phil Sawyer has a reputation for the clarity, depth, and accessibility of his writing.
Q. Is the service geared primarily for large or small companies?
A. The size of the advertiser -- or the budget -- doesn't really matter. There are very good sized companies right now producing very weak advertising, and the problem is that they don't know why their ads aren't working.
Q. Does this make sense for digital advertisers, many of whom don't feel they need to spend a lot of money on research?
A. I would say that it does make sense, especially for digital advertisers. It's perfectly understandable that digital advertisers would rather avoid the expense of traditional advertising research because of the relatively low cost of online advertising. Nevertheless, a vast number of digital ads aren't getting much attention or engagement -- and advertisers are beginning to give up on the medium when the real problem may be the creative design of the ad. Again, in many cases, the advertiser knows the ad isn't working, but they don't know why.
Q. Why don't they know?
A. Because the vast majority of advertising researchers do not specialize in explanations or providing context. They are content to provide a simple thumbs-up or thumbs-down approach without any best-practices context or specific suggestions about what can be done to increase the power of the ad. On the other hand, explaining why ads are or aren't working is what Phil Sawyer has specialized in for 30 years. As mentioned, you can see some examples of that approach on the About PW SAWYER page.
Q. Does this kind of analysis preclude any need I have for advertising research?
A. No, not by any means. Research is an essential tool for any marketer because it can reveal so much vital (and hidden) information about target audiences. Effective research has generated very poweful insights and results for any number of advertisers whose success is directly tied to the research they have undertaken.
But . . . sometimes advertisers don't have the time or the budget to engage in a relatively lengthy research process. They need educated feedback quickly because the clock is ticking. In addition, some advertising-research companies are known primarily for providing lots of data and a go/no-go score, but are weak at providing in-depth analyses of advertising. PW Sawyer Consulting will provide clear explanations from a best-practices perspective, developed during three decades of conducting advertisng research for some of the most respected ad-research firms in the world -- and for some of the most prominent advertisers in the world.
Again, we urge you to visit the Testimonials page so that you can see some reactions from individuals who have seen this approach to advertising analysis in action.