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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 Mon. November / 11 / 2019

eMarketer Podcast: Amazon Advertising, Attitudes on Political Ads, a Retail Jobs Crisis - eMarketer
eMarketer Podcast: Amazon Advertising, Attitudes on Political Ads, a Retail Jobs Crisis  eMarketer

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

Senior Amazon Advertising Executive Joins Teikametrics - MarTech Series
Senior Amazon Advertising Executive Joins Teikametrics  MarTech Series

Forecast: US local advertising to top $161 billion | Dateline - Newspapers and Technology
Forecast: US local advertising to top $161 billion | Dateline  Newspapers and Technology

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Amazon Advertising: 3 Unique Ways to Sell Your Product - G2
Amazon Advertising: 3 Unique Ways to Sell Your Product  G2

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth - Business Wire
PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth  Business Wire

A bizarre Kansas law prohibited advertising raw milk. So this farm couple fought back - Kansas City Star
A bizarre Kansas law prohibited advertising raw milk. So this farm couple fought back  Kansas City Star

Online Advertising Market Increasing Demand with Leading key players:Amazon.Com, Inc., Aol, Inc. & More. - Eastlake Times
Online Advertising Market Increasing Demand with Leading key players:Amazon.Com, Inc., Aol, Inc. & More.  Eastlake Times

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

Comcast rebrands its ad sales division - Atlanta Business Chronicle
Comcast rebrands its ad sales division  Atlanta Business Chronicle

Fairbanks Daily News-Miner Goes Live with Brainworks New Stratica Advertising and CRM Solution - Editor And Publisher Magazine
Fairbanks Daily News-Miner Goes Live with Brainworks New Stratica Advertising and CRM Solution  Editor And Publisher Magazine

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Turkish media censors find ice cream advertisements immoral - Ahval
Turkish media censors find ice cream advertisements immoral  Ahval

Opinion: Twitter beats Facebook on political advertising, but work is still needed - UI The Daily Iowan
Opinion: Twitter beats Facebook on political advertising, but work is still needed  UI The Daily Iowan

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

MFM’s November Lunch and Learn to Highlight “Legalities of Controversial Advertising” - Multichannel News
MFM’s November Lunch and Learn to Highlight “Legalities of Controversial Advertising”  Multichannel News

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

Restaurant apologises for 'cashing in' on Remembrance Day by advertising 'Lest We Forget' burger - Yahoo Sports
Restaurant apologises for 'cashing in' on Remembrance Day by advertising 'Lest We Forget' burger  Yahoo Sports

Maryland must walk fine line with election advertising law - Frederick News Post
Maryland must walk fine line with election advertising law  Frederick News Post

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

Billionaire Alastair Mactaggart on his plans to regulate advertising. - Business Insider
Billionaire Alastair Mactaggart on his plans to regulate advertising.  Business Insider

New Squarespace Advertising Campaign Misses By A Click - Forbes
New Squarespace Advertising Campaign Misses By A Click  Forbes

An Hour of Advertising with… Storythings' Anjali Ramachandran - The Drum
An Hour of Advertising with… Storythings' Anjali Ramachandran  The Drum

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

CSPI report: We're not making progress on junk food advertising to kids - FoodNavigator-USA.com
CSPI report: We're not making progress on junk food advertising to kids  FoodNavigator-USA.com

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

As the wedding industry goes DTC, ring company Manly Bands is rethinking its advertising strategy - Digiday
As the wedding industry goes DTC, ring company Manly Bands is rethinking its advertising strategy  Digiday

SEC: Changes to Investment Advertising and Cash Solicitation Proposed - The National Law Review
SEC: Changes to Investment Advertising and Cash Solicitation Proposed  The National Law Review

How digital media has revolutionised advertising | Leadership - Business Chief Canada
How digital media has revolutionised advertising | Leadership  Business Chief Canada

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Cryptocurrency advertising is rising, and Coinzilla is at the forefront - EconoTimes
Cryptocurrency advertising is rising, and Coinzilla is at the forefront  EconoTimes

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Reddit: Here’s How to Change Your Advertising Personalization Preferences - Adweek
Reddit: Here’s How to Change Your Advertising Personalization Preferences  Adweek

New TripAdvisor China Venture Eyes Digital Advertising Revenues - Skift
New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

Advertising or art? Bristol restaurant asked to remove window signs - Turn to 10
Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

Old is new again as traditional advertising channels make strides - Econsultancy
Old is new again as traditional advertising channels make strides  Econsultancy

Why Don't Truth In Advertising Laws Apply To Political Ads? - wgbh.org
Why Don't Truth In Advertising Laws Apply To Political Ads?  wgbh.org

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3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

The big problem with political advertising on social media - City A.M.
The big problem with political advertising on social media  City A.M.

Advanced TV Solutions Are Changing Local Market Advertising, According to New FreeWheel Survey - MarTech Series
Advanced TV Solutions Are Changing Local Market Advertising, According to New FreeWheel Survey  MarTech Series

Nine reports 'softness' in advertising dragging on earnings - AdNews
Nine reports 'softness' in advertising dragging on earnings  AdNews

General Election 2019: Facebook takes down 'political' advertising - BBC News
General Election 2019: Facebook takes down 'political' advertising  BBC News

The 2020 election ignites a new debate: Does political advertising belong on platforms? - Digiday
The 2020 election ignites a new debate: Does political advertising belong on platforms?  Digiday

Latino Business Leadership Awards: Hector Velazquez, Nexo Advertising - North Bay Business Journal
Latino Business Leadership Awards: Hector Velazquez, Nexo Advertising  North Bay Business Journal

Elizabeth Warren criticizes Twitter's political advertising ban - Axios
Elizabeth Warren criticizes Twitter's political advertising ban  Axios

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Homeopaths advertising autism 'cures' despite crackdown by advertising watchdog, Telegraph investigation finds  Telegraph.co.uk

Advertisers emerge as buyers for ad tech - Digiday
Advertisers emerge as buyers for ad tech  Digiday

Parimatch launches new advertising campaign featuring Conor McGregor - CalvinAyre.com
Parimatch launches new advertising campaign featuring Conor McGregor  CalvinAyre.com

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Vermont environmental advocate sues Ben & Jerry’s for false advertising - Local 22/44 News
Vermont environmental advocate sues Ben & Jerry’s for false advertising  Local 22/44 News

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Newspaper Advertising Market Procurement Intelligence Report | Newspaper Advertising Price Trends, Newspaper Advertising Suppliers and Procurement Insights Now Available from SpendEdge  Business Wire

Emotion: The Super Weapon Of Marketing And Advertising - Forbes
Emotion: The Super Weapon Of Marketing And Advertising  Forbes

Publicis Wins Global Nivea Advertising Account 11/11/2019 - MediaPost Communications
Publicis Wins Global Nivea Advertising Account 11/11/2019  MediaPost Communications

Cresco Labs Launches California Advertising Campaign for Namesake Cannabis Brand, Cresco, Marking its Most Significant Marketing Push to Date - Business Wire
Cresco Labs Launches California Advertising Campaign for Namesake Cannabis Brand, Cresco, Marking its Most Significant Marketing Push to Date  Business Wire

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Google to Lift US Ban on Online Casino Advertising - HighstakesDB
Google to Lift US Ban on Online Casino Advertising  HighstakesDB

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Programmatic Advertising Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US  News Obtain

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Advertisers Finally Get Involved in Shaping Audience Measurement  MediaVillage

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

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Location-based Search and Advertising Market : Overview By Share, Trends, Growth Factors, Opportunities and Industry Segments Poised for Rapid Growth by 2029  5Gigs News

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Art or advertising? Bristol board rules Chinese calligraphy will have to go  The Providence Journal

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Smaller Social Media Audiences Are What Advertisers Are Focusing On  WGN Radio - Chicago

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The unequal aplication of advertising transparency  StopFake.org

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Nine lowers earnings forecasts as soft advertising market hits home - Sydney Morning Herald
Nine lowers earnings forecasts as soft advertising market hits home  Sydney Morning Herald

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Arlington students pushing back against vaping use, advertising - Poughkeepsie Journal
Arlington students pushing back against vaping use, advertising  Poughkeepsie Journal

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

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Black Crowes Announce 2020 Reunion Tour Via… Subway Advertisement?  Variety

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OPINION: Industry trend shows readership is rising as advertising falls  Paris News

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Virgin latest advertising ditches young air hostesses for a flying toupee called 'Wiggy'  Daily Mail

SEC Proposes Changes in Advertising Rules - National Association of Plan Advisors
SEC Proposes Changes in Advertising Rules  National Association of Plan Advisors

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

'Influence' A Podcast About Advertising From WeTransfer - CULTR
'Influence' A Podcast About Advertising From WeTransfer  CULTR

Reconciling Reach And Brand Safety In B2B Advertising - AdExchanger
Reconciling Reach And Brand Safety In B2B Advertising  AdExchanger

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Interactive Advertising Market Global Opportunity Analysis and Industry Forecast, 2019 – 2025  Market Expert

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

False Advertising: "We were hungry to evolve and do more" - Dork Magazine
False Advertising: "We were hungry to evolve and do more"  Dork Magazine

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

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