The content of advertising is basically the same no matter
what the media. It is good and it works, or it is bad. Some TV ads are so
clever people tend to remember the cleverness and forget the product.
Here are seven tips to help you create
better ads. Better ads for Newspaper, Radio, Billboards, Cable, Yellow
Pages, anything with your name on it.
1 It's Not About YOU. Sell the benefits. The benefits of
coming to your store or doing business with you is what the customer wants,
They say "What's In It For Me?" Your mug shot on a 40 foot billboard can't
answer that question.
2 Be Consistent Pick a theme and stick with it, in all your
print, radio and TV ads. Pick a look and stick with it. Every ad builds on
your brand, don't change the concept because YOU are getting tired of it.
The exposure level with potential customers is much less than with you.
3 Sell Benefits not Features. Once you get the customer in
the door you can brag about the features of your product or company, but
lure them there with a promise of a great benefit. "Brushless Car Wash" is a
feature "Cleaner than new in two minutes" is a benefit.
4 Be Different. Check your Sunday paper to see how many ads
look alike. In the supermarket, most mustard is in a yellow package, most
Ginger Ale has a green label. In advertising sameness is suicide. Don't look
like or sound like your competition.
5 Use a Great Headline "Jim's Locksmith Shop" at the top of
an ad is NOT a powerful headline, or a good opening for a radio ad. "We can
Pick ANY lock!" or "Locked out? We Can Get You Back IN" are powerful and
answer WIIFM ("What's In It For Me?")
6 Make it Easy to Find You The best ads, in print and in the
air are directions, NOT address. Pay attention to ads you see this week.
"809 Main" doesn't say much, but "On Main Street Downtown across from the
firehouse" is a good as a map. Note: If your advertising will cover several
communities (most do) be sure to include your city or community. No need to
use state. "On Main Street in Downtown Smallville across from the firehouse"
7 Avoid Phone Numbers With the exception of Yellow Pages
Advertising, where people are looking for telephone numbers, most folks
don't carry a pad in the car or keep one next to the TV to jot down numbers.
Remember how hard it was to find something to write with when you saw
something on a TV news show that you really wanted to call about? By the
time you found the pencil, it was gone. Same with advertising. Focus on
getting them to remember your benefits and your name. Phone numbers are a
big NoNo.
To have the best advertising, YOU must become the
advertising expert. Advice from the person selling advertising is usually
best only for the media being pitched and does not help you with the others.
Become an astute observer of others who advertise and use the best elements
you see.
For more about advertising from get my article "15 Tips for
Better Yellow Pages Ads" Send a blank eMail to the MailTo:15TipsYP@BigIdeasGroup.com
©2005 BIG Mike McDaniel All Rights Reserved
Mike@BIGIdeasGroup.com BIG Mike
is a Professional Speaker and Small Business Consultant with over 30 years
experience,
http://BIGIdeasGroup.com
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