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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.

If your ads aren't generating the interest you want in your products and services they may be suffering from one of the five common mistakes small business owners and professional service providers make when developing and delivering their advertising.

Here is a list of five qualities common to successful small business advertising campaigns.

Zero in on Your Best Prospects

Many small business owners make the mistake of thinking bigger is better when they choose a medium in which to run their ads and opt to spend their advertising dollars to reach a larger but less focused market.

For example, if your company specializes in helping law firms reduce the cost of long, ongoing cases and you choose to run a series of full page ads in the New York Times instead of the New York Law Journal you will likely be disappointed by the response to your campaign. Despite reaching the considerably larger audience of the New York Times your would be missing the focused attention of the legal minded readership of the New York Law Journal.

Be sure to zero in on your market. You will increase the likelihood that the readers who see your ad will actually have a need for your service.

Set Yourself Apart from the Crowd

Unless your business sells a product or service that is completely unique and faces no competition your ads need to set your products or services apart from the crowd of your competitors.

If you are the owner of a pet supply company and your ads simply say, "We Sell Pet Supplies" they will be passed over along with every other bland advertisement for Fido's food.

On the other hand, your ads will stand out and attract much more attention to your shop if you state that you sell, "King Sized Bones and Bowls for the Royalty in Your Family."

By focusing your ads on the owners of large breed dogs you distinguish yourself from the crowd of pet shops that simply sell pet supplies and make it clear to the owners of large dogs that you sell what they need.

Be sure the copy of your ads has the effect of making what you offer unique. Your highly targeted prospects will reward you by noticing the difference in your ads and buying from you.

Demonstrate Value

Another property of a highly effective advertisement is that it demonstrates the value your products and services provide. By demonstrating value in your advertisements you give your prospects a clear idea of the benefits you provide and a clear reason to buy from you. Demonstrating value can also help you set yourself apart from you competitors.

How can you change your ads to demonstrate the value you provide? What special offers can you make to set yourself apart from the pack?

Focus on client problems

Consumers buy products and services because they fill a need or solve a problem. If your ad copy does not address your prospects' problems they will never know that you provide the solution they need.

If you are recovering from knee surgery and need to work with a physical therapist to regain your full range of motion, would you be more likely to choose a therapist who advertises his new and modern equipment or the one who advertises that she will have your knee working and feeling like new again in just three weeks?

Be sure to focus your ads on your clients' problems. You will win more business as more and more prospects come to see you as the solution to their problem.

Require Action

The final aspect of a highly effective ad is a call to action. If you've done your job up until this point, your prospect has read your ad. If your ad does not finish the job and inspire your prospect to contact you for more information or visit your store or your web site, it is not worth the money you spent to have it published.

Don't assume that your prospects know what they should do next. You need to tell them to be sure they know.

If you've gotten their attention, demonstrated your value and shown them that you are the solution to their problem, don't waste your good work by neglecting to instruct them to take the next step and contact you.

If all this seems like a lot to accomplish in one advertisement, you need not worry. A well-written marketing message will take care of most of the details of writing a highly effective ad.

Do you have a marketing message you can use to consistently deliver effective ads and position your business as the solution to your client's problems? You should.

The author, Jeremy Cohen, helps small business owners and professional service providers attract more clients, grow their business and be more successful with his marketing and web site enhancement coaching service and his marketing guides. Get his free guide: Jumpstart Marketing: More Profits, Clients and Success at: http://www.bettermarketingresults.com/marketing-services/asp


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. September / 22 / 2020

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SDNY Relies on “Simple Reading” of Label to Dismiss False Advertising Claim  Ad Law Access

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Adlucent's Lift Mentality Technology Measures Advertising ROI  PRNewswire

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ReverseAds Launches First True Alternative To Search Advertising  Martechcube

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Amazon's e-commerce advertising dominance is under threat from Walmart and Instacart - Business Insider  Business Insider

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Biden Campaign Expands Advertising in Georgia and Iowa  Courthouse News Service

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AANA releases new advertising code of ethics  CMO

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Kennedy Intelligent Data to Provide Superior Behavioral Driven Digital Advertising for the Automobile Industry  eNewsChannels

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Will Microsoft's ZeniMax Media, Bethesda Acquisition For $7.5 Billion Boost Advertising? 09/22/2020  MediaPost Communications

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Russian Avant Space plans to reach one billion people with advertising in space  SpaceWatch.Global

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Are the Rules regarding Prohibition of Advertising in Legal Profession Self-Contradictory, Discriminatory & Nocuous?  Lexology

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Arizona Beverages Sees False Advertising Claims Trimmed  Bloomberg Law

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NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets  MarTech Series

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Marketplace Clicks Selected for the Amazon Advertising Find-a-Partner Directory  MarTech Series

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Insurance Advertising Market Is Booming Worldwide : United Health, Liberty Mutual, GEICO, Allstate  Insurance News Net

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5 On Your Side: Part-time job involving advertising on car is a scam  WRAL.com

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Framingham Advertising For Assistant Library Director  framinghamsource.com

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Do you need to have advertisements on car wraps?  The Mountaineer

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Intelligencer advertising director wins top IPA honor  The Edwardsville Intelligencer

Federal appeals court strikes down SEPTA's ban on controversial ads - Reporters Committee for Freedom of the Press
Federal appeals court strikes down SEPTA's ban on controversial ads  Reporters Committee for Freedom of the Press

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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Rollstone Bank & Trust ad campaign wins Telly awards for advertising excellence  Harvard Press

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MOLOCO Launches MOLOCO Cloud to Enable Self-Serve Programmatic Advertising for Mobile Marketers  MarTech Series

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Native Advertising Market Size 2020 | Brief Analysis, Overview, Key Players, Regional Demand, Trends and Forecast to 2027  Crypto Daily

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2021 Advertising Calendar | Files | thedailynewsonline.com  The Daily News Online

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Plexus offers complimentary US$250000 airport advertising campaign at Virtual Travel Retail Expo - The Moodie Davitt Report  The Moodie Davitt Report

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The Top Advertising Agencies of 2020, According to DesignRush  Martechcube

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Global Cloud Advertising Market Research with COVID-19 After Effects  The Daily Chronicle

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NG sweeps editorial, advertising awards | People | news-gazette.com  Champaign/Urbana News-Gazette

Trump Has Lost His Edge In TV Advertising - FiveThirtyEight
Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

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Context Advertising Market to Witness Huge Growth by 2026 | Act-on Software, Adobe Systems, Amazon.com, etc.  The Daily Chronicle

IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI - Forbes
IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI  Forbes

FTC to Host Virtual Advertising and Data Security Workshop - Lexology
FTC to Host Virtual Advertising and Data Security Workshop  Lexology

NRCC cancels $2 million in Houston-area ads - The Texas Tribune
NRCC cancels $2 million in Houston-area ads  The Texas Tribune

Advertise With Us - UploadVR
Advertise With Us  UploadVR

(SPONSORED) Uplift Your Broadcast Advertising - Radio Ink
(SPONSORED) Uplift Your Broadcast Advertising  Radio Ink

Baltimore County to join other Maryland counties suing e-cigarette maker over advertising practices - Baltimore Sun
Baltimore County to join other Maryland counties suing e-cigarette maker over advertising practices  Baltimore Sun

Nike spent $3.59bn on advertising in 2020, closed 5.1% of its retail shops amid pandemic - Campaign Middle East
Nike spent $3.59bn on advertising in 2020, closed 5.1% of its retail shops amid pandemic  Campaign Middle East

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Outdoors Advertising Market 2020- Global Industry Analysis by Size, Share, Growth, Trends and Forecast To 2025  Verdant News

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Advertising Display Consumption Market Size to Witness Huge Growth by 2027 | By Top Leading Vendors – NEC Display Solutions, LG Display, Samsung Electronics, Sony Corporation, 3M, IBASE Technology, Keywest Technology  The Daily Chronicle

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Global Account-Based Advertising Software Market (COVID – 19 Updates) Overview With Detailed Analysis, Development, Trend, Segmentation, Overall Market Analysis And Forecast To 2026.  Verdant News

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Why Western Companies Can Look to Asia To Be Part of The World's Next Big Advertising Boom  PRNewswire

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Massive Growth in Outdoor Advertising Machine Market Set to Witness Huge Growth by 2026 | JCDecaux, LG Electronics, Barco NV, Panasonic, Lighthouse Technologies  The Daily Chronicle

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Global In-Game Advertising Market (2020-2026) | Latest COVID19 Impact Analysis | Know About Brand Players: Motive Interative, RapidFire, Double Fusion, Engage Advertising, Giftgaming, etc. | InForGrowth  Verdant News

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Video: How to Spend Your Jewelry-Business Advertising Budget the Right Way  INSTORE MAG

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Mobile Advertising Market | Global Industry Analysis By Trends, Size, Share, Company Overview, Growth And Forecast By 2026  The Daily Chronicle

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Video Advertising Software Market By Major key Players Sizmek, 4C, DoubleClick, MediaMath  Verdant News

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Digital OOH Market Insights Report 2020 – Clear Channel Outdoor, JCDecaux , Lamar Advertising , OUTFRONT Media  The Daily Chronicle

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NCDHHS launches new advertisements in community-based publications to urge North Carolinians to ‘Get Behind th  WBTV

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Book of Lists Newsmaker – Advertising: Carrita Tanner-Cloud  New Orleans CityBusiness

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Global Outdoor Advertising Machine Market Report Analysis By Various Services, Strategic Analysis, Platforms, Offering, Significant Growth and Forecast to 2027  The Daily Chronicle

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Big Data Pharmaceutical Advertising Market Statistics and Research Analysis Detailed in Latest Research Report 2020-2026  The Daily Chronicle

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Outdoors Advertising Market Competitive Analysis With Growth Forecast Till 2026  The Daily Chronicle

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Are people under 30 really better at digital advertising?  AdNews

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Online Advertisement Market Share, Revenue, And Average Price By Manufacturers Shared In A Latest Research Report  The Daily Chronicle

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AT&T plan for advertising subsidized cellphones hits Senate roadblock  Fox Business

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The top five platforms for virtual events in 2020  ETBrandEquity.com

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ReverseAds Announces The Launch Of The World's First True Alternative To Search Advertising  MarTech Series

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AI, Advertising & The Identity Era: IBM's Bachstein – Beet.TV  BeetTV

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COVID-19 Impact on 2015-2025 Cloud Advertising Market Research, Size, Growth And Trends 2020 to 2025 (Five Years Forecast)| Amazon Web Services, Inc., Oracle Corporation, Google Inc.  The Daily Chronicle

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Tag: Lamar Advertising  Crypto Daily

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The pandemic has been disastrous for advertising but political spending will bail it out  Poynter

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Payoff of Micro-targeted Advertising Market May Set New Growth Story | Five Channels, Apple, Visa, Enveritas  The Daily Chronicle

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Trump ramps up advertising in Maine, shifts focus to the economy  NewsCenterMaine.com WCSH-WLBZ

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Global Online Advertising Market Expeted To Reach xx.xx mn USD With growth Rate of xx by 2025| Pandamic Impact Analysis: Amazon, Aol, Baidu, Facebook, Google, IAC  The Daily Chronicle

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SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap  Business Wire

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Insight on the Growth of Cross Platform And Mobile Advertising Market Growth with Challenges, Standardization, Competitive Market Share,COVID-19 Analysis and Top Players 2028  The Daily Chronicle

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Sponsorship of Political Advertising On-Air and On-Line - A Video Presentation and a Congressional Research Service Study  Lexology

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Oracle's thorny advertising problem - Business Insider  Business Insider

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The Bixby Network LLC, Founded by Chirag Goswami, Offers Audience Targeted Advertising Services for All Businesses - Press Release  Digital Journal

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Pacvue Brings its eCommerce Advertising Platform to Instacart  Martechcube

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AT&T considers cellphone plans subsidized by advertising  Fox Business

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For the advertising industry, the pandemic means opportunity.  The New York Times

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Instagram is working to open up messaging to third parties - Business Insider  Business Insider

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Adventure Advertising purchases Crowning Touch Embroidery  PenBayPilot.com

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Native Advertising: Market with Covid-19 Impact Analysis | also Industry is Booming Worldwide with Key Players | StackAdapt, Glispa, EvaDav, TONIC, Taboola, Outbrain  The Daily Chronicle

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Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

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Biden vs Trump advertising strategy in battleground states  CNN

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Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising  The Wall Street Journal

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MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

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Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

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Fashion Advertisers Rediscover Black Models  The New York Times

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Advertising Guidelines  NBCSports.com

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Trump goes mostly dark in TV advertising fight with Biden  The Associated Press

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Google's advertisers will take the hit from UK digital service tax  The Guardian

Digital Advertising Seeing Growth Despite Covid, While Traditional Media Suffers - Forbes
Digital Advertising Seeing Growth Despite Covid, While Traditional Media Suffers  Forbes

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Homegrown Ad Agency Wins YouTube Advertising Award  Coronado Times Newspaper

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Free Ways to Advertise for Increased Visibility  Business.com

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Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season  The Wall Street Journal

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How Trump’s Billion-Dollar Campaign Lost Its Cash Advantage  The New York Times

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Biden and Trump Unveil Dueling Law-and-Order Ads  The New York Times

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