What Do Your Ads Say?


Make a list of everything you think should beincluded at one time or another, in one of yourad, be it radio, newspaper or Little Jimmie'sclass play program.

Everything. Experience, staff, facility, product.The list will be quite long. Take the time to doit now, before you read the rest of this article.

Next, take a hard look at your list, pencil inhand, and cross off all items that are about YOU(including YOUR staff, YOUR building, YOURranking, awards etc). Now, x-out all theFEATURES of your products or service.

The number one rule, the only rule, for greatadvertising is "Sell the Benefits".

Take a poll, people don't care if you have thelargest selection in town. It means nothing that"New Stuff is arriving daily". They want to knowwhat you or your product can do for them. WIIFM or"What's In It For Me?" Ease pain and you gain.

You see and hear ads everyday that miss the pointentirely. Giant billboards with pictures of themedical clinic staff standing in front of a wallof awards. Picture of a guy with a wrench and thewords "See me for all your plumbing needs." Threelittle girls on TV yelling an unintelligibleslogan about their daddy's store. It's all aboutthem. It should be all about the customer.

Did you see the one on TV where a guy gets thewater cooler dumped on him because he bought thegood software? What picture does that tell? Itwould have been better if the guy told me (from asunny beach location) the boss gave him anotherweek of vacation because the new software savedthe company 40 million bucks. Benefits.

How about the newspaper ad with the picture ofthe funeral home building and how they have beenaround for 85 years? Benefit?

Ads about "you you you" can look and sound reallygreat, to you, you, you. We all love to talk aboutourselves. Where are the benefits? What hook doesyour face on a billboard use to bring customersthrough the door? Your face is NOT a benefit.

We all grew up thinking "me me me". Remember howexcited you got when you first saw your name orpicture in the newspaper? Even the school paper.It was a BIG deal. "Me me me." Great for your ego,but take that thinking to your advertising and itflops.

The first time you make the list and cross out theme me mees and all the features, you may have onlyone or two points left to promote. Make a new listand think "them them them". Think benefits.

The ads that stick in your head are the ones thatpromise to make your life easier. The appliancestore promising to deliver at the appointed time.You don't have to stay home all day waiting forthe truck. A real benefit. It makes no differenceif the TV is made by Acme or Zenith? They willdeliver on time. Let's go there. Benefits.

The company that says their plumber will show upclean, on time, and not smell. Another benefit!

Who cares what a financial advisor looks like, buttell people they can retire and not eat dog foodand you get their attention. Benefit.

Funny thing, the ads about benefits are the oneswe make the mental note to remember. Hmmm.

Sell the benefits and you don't have to sellyourself.

For more about advertising, get my article "What'sYour Selling Sentence?" Send a blank eMail toMailTo:SellingSentence@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved. BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net.

More Resources

Does Post Card Advertising Really Work?
You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses.
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One
The decision on whether or not someone will read your brochure is usually decided in the first 5 seconds they look at it. What kind of message are you communicating in that five seconds? Will you make a favorable impression with your prospect? Will you move your prospect closer to the sale?There are really only two key elements that will determine how well your brochure is received by prospects.
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
Add More Pizzazz To Your Ad For More Profits
I recently completed a Marketing Makeover for an Adthat wasn't generating results for the owner of a Piano Tuning Business.Here is the original ad: A BETTER PIANOA well tuned and adjusted piano is a beautiful instrument.
Electronic Score Boards
Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out.Different type of sports including athletics, track cycling, running events, street cycling and mountain bike, swimming, synchronized swimming, diving as well as inline skating, water polo, ball spots, motor sports, alpine skiing, cross country and biathlon are some of the areas where Electronic score boards perfect fits solutions for.
Predictions for 2010
2005 puts us at the mid-point of the first decade of the new millenium. What will things look like at the end of the 1st decade of the new millenium in the world of advertising? I thought I'd project where the ad industry is headed and what 2010 (or sooner) might look like.
Why I Like The Ads I Hate!
It's been said that the antidote to liking/loving is not hating,but indifference. So, when an ad makes you angry or disgusted orevokes any other strong emotion, it has done it's job.
A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!
FACT: Most people don't spend anywhere near enough time on creating a strong, compelling headline.Which is why many copywriting experts.
Five Characteristics of Highly Successful Advertising
Have you ever spent a small fortune on advertising that generated disappointment rather than sales?Many small business owners have been down the road of flat advertising results and are at a loss when it comes to developing new ideas to improve the response to their ads.Whether you run ads in your local newspaper, your industry's top periodical or on-line, you need your investment in advertising to pay for itself, and then some, in order to justify its cost.
What Happened? Troubleshooting Poor Response from Ad Campaigns
Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.
Business Cards: Why Waste Valuable Space?
So many business people neglect this valuable asset that may be used for a multitude of messages.Don't fall for the trap of supplying a "scribbler" for others that virtually guarantees your card will be in the "round file" sooner rather than later.
Boost Headline Believability With Specifics
Don't use vague generalities in your headlines. Be as specific as possible.
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears.
Secrets to Get Free Advertising
The opportunities to get free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your objectives without cost that it literally boggles the mind just to think of listing them.
Advertising on a Budget -- Part 2: Thinking Small
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.
Raising Funds For Your Nonprofit Using An Annual Direct Mail Program
A good annual direct mail solicitation program can produce unrestrictive operating funds for your nonprofit organization year after year. And such an annual direct mail program, if done right, should produce more funding for your organization each year.
5 Newspaper Advertising Myths Revealed
What I'm about to reveal are myths that most people thinkare 'true.'They seem set in stone yet they are deadly to theadvertiser.
Fax Broadcast Services Get Your Message to Millions
If your company is one of those innovative businesses that has taken advantage of new fax broadcasting technologies to get your message out, you've probably come to realize that the fax broadcasting services industry is ever-changing and new developments are coming out all the time.It's pretty much a full-time job just to manage a fax broadcast database of any size, not to mention keeping the related fax broadcasting software updated and operational.
Hit Them With Benefits
More about advertising from BIG Mike McDanielIt makes no difference what media you use toadvertise, the rules are the same. Benefits,benefits, benefits.
Advertising - Does it Matter?
When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen.

More Advertising Information:

Related Articles

Advertising Through Moms
Moms have a very powerful influence on what their families eat, drink, wear, do, and buy. Moms are not only the driving force behind their families, but also the economy.
Custom T-shirts -- Put Your Company Logo on Cotton!
An effective way to gain company recognition is to order custom t-shirts with your company name, logo, phone number, and other important information on them. You can use customized apparel to outfit your employees as well as to contribute a sense of professionalism and reliability to your company.
When Advertising Wears Out
One of the challenges facing marketers is determining the most effective level of advertising exposure for a brand, while maintaining a given budget. Conceptually, the media planner could choose continuous advertising (even exposures spread over a period of time) or follow a strategy of pulsing ("on" for some months and "off" for others).
Predictions for 2010
2005 puts us at the mid-point of the first decade of the new millenium. What will things look like at the end of the 1st decade of the new millenium in the world of advertising? I thought I'd project where the ad industry is headed and what 2010 (or sooner) might look like.
Just What Are Consumers Thinking?
Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.
Brochures - The Ultimate Sales Tool
"How brochures can help you stand out from the competition, close the deal, and even build repeat business."Most brochures are nothing more than a collection of a few pictures and a few details about a business.
Targeting with Newspaper Inserts
Most people don't realize that you can target deliver newspaper inserts to just about any homes that you want. And, yes that includes non-subscribers. Grocery stores, who like to hit every home in the area, deliver to all subscribers and non-subscribers every week.
Can I Write and Print My Own Business Brochures and Business Cards?
If you have a computer and a printer, preferably one that can print in color, then you can make your own brochures and business cards that are very professional-looking! Be sure to use good quality paper (that is available at any office supplies store like Office Depot or Staples) for anything that you are going to hand out or send to potential customers and clients.Writing Text for Your Brochure and Business CardThe very best thing to do is to get a few examples of business brochures and business cards, preferably from the same type of business as the business you are starting.
Pros and Cons of Establishing an In-House Ad Agency
There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO 17% ON ALL YOUR ADVERTISING" It's legitimate, practical and effective, but like so many otherpromises, there are pros and cons involved. The pros are fairlyobvious.
How To Make A Fortune With FREE Advertising!
How To Gain FREE Advertising That Will Make You Rich!Okay-Just What Exactly Is "Free Advertising"???Before I get into the specifics of actually HOW to get free advertising - it's important for you to completely understand exactly what free advertising is."Free Advertising" is any mention, listing or "blurb" about your product in a magazine, newsletter, book, manual, directory etc.
What Happened? Troubleshooting Poor Response from Ad Campaigns
Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.
Testimonials Convert Prospects Into Buyers
Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
6 Ways To Get More Sales From Your Advertisement
To bring great sales success, a great advertising technique is not the only parameter. You must know what it is that your customers are actually buying.
10 Simple Techniques To Make Your Ad Get Powerful Attention
1. Make your ad's keywords and phrases standoutby enlarging the text.
Imaging Isnt Everything
Many home improvement contractors attempt to use advertising to expand their client base and increase profits. Whether it be yellow pages, mailers, ads, or valpak; for many it's a total waste of time and money.
The Principle Of Advertising Online
Advertising online is very similar to advertising in any environment. You really are trying to get your message or your product out there by the most cost effective means possible.
8 Low Cost Ways To Advertise, Promote and Market Your Business
We all are looking for ways to market our businesses cost effectively. I have come up with 8 ways to do just that all low cost to free.
What Makes A Winning Online Ad?
Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need".
Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?
Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question.
Successful Print Advertising Designs
Do you often see print advertisements outdoors, as much as you see Web advertisements when you surf through the Web? I'm pretty sure that you have entirely different views and reactions upon seeing and actually taking notice to these two different kinds of advertising. The differences may vary in their use of color, typefaces, and space.