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 15TipsYP@BigIdeasGroup.com
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ABOUT THE AUTHOR
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©2004 BIG Mike McDaniel, Professional Speaker and Former Major Market TV News Anchor.
The BIG Ideas Group helps small business grow with consulting, seminars, resource guides and sales training.
Visit http://BIGIdeasGroup.com
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