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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. July / 14 / 2020

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CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands  MarTech Series

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Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M  Medical Marketing and Media

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AcuityAds Provides Update on Advertising Automation Platform Development  PRNewswire

Biden is advertising in Texas. That’s ominous for Trump. - The Washington Post
Biden is advertising in Texas. That’s ominous for Trump.  The Washington Post

Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years - Adweek
Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years  Adweek

App Annie Ascend Unlocks Mobile Advertising and Monetization - PRNewswire
App Annie Ascend Unlocks Mobile Advertising and Monetization  PRNewswire

BYU advertising student promotes racial equality in Utah - Universe.byu.edu
BYU advertising student promotes racial equality in Utah  Universe.byu.edu

Amp spotlight: Straight talk on racism in advertising—and where to go from here - AdAge.com
Amp spotlight: Straight talk on racism in advertising—and where to go from here  AdAge.com

Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution - Business Wire
Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution  Business Wire

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

Weis Markets ups its digital advertising game - Supermarket News
Weis Markets ups its digital advertising game  Supermarket News

AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding - Food Dive
AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding  Food Dive

Advertising agency to give away $15K to women-owned businesses - LimaOhio.com
Advertising agency to give away $15K to women-owned businesses  LimaOhio.com

Alphabet's Non-Advertising Revenue Grows Fast - Seeking Alpha
Alphabet's Non-Advertising Revenue Grows Fast  Seeking Alpha

National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims - JD Supra
National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims  JD Supra

Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program - WFMZ Allentown
Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program  WFMZ Allentown

Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor - JD Supra
Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor  JD Supra

German court rules Tesla's 'Autopilot' is false advertising - Tech Xplore
German court rules Tesla's 'Autopilot' is false advertising  Tech Xplore

Tribune, business partners earn state advertising awards | Business - Walton Tribune
Tribune, business partners earn state advertising awards | Business  Walton Tribune

Google promises Fitbit data won’t be used for advertising - SlashGear
Google promises Fitbit data won’t be used for advertising  SlashGear

Lamar Advertising signs deal with Allegiant Stadium - Las Vegas Review-Journal
Lamar Advertising signs deal with Allegiant Stadium  Las Vegas Review-Journal

Mediaocean buys 4C Insights to form TV advertising giant - FierceVideo
Mediaocean buys 4C Insights to form TV advertising giant  FierceVideo

Taxing Digital Advertising Is a Bad Idea...So Is Taxing Traditional Advertising - RealClearMarkets
Taxing Digital Advertising Is a Bad Idea...So Is Taxing Traditional Advertising  RealClearMarkets

DealerSocket's DealerFire, Stream Companies partner to boost store advertising - Auto Remarketing
DealerSocket's DealerFire, Stream Companies partner to boost store advertising  Auto Remarketing

How Facebook keeps its biggest advertisers happy - Los Angeles Times
How Facebook keeps its biggest advertisers happy  Los Angeles Times

eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads? - eMarketer
eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads?  eMarketer

Three consumer trends impacting advertising in the reopening - MobileMarketing Magazine
Three consumer trends impacting advertising in the reopening  MobileMarketing Magazine

National advertising awards for Kapiolani CC students - UH System Current News
National advertising awards for Kapiolani CC students  UH System Current News

New president at American Advertising Federation Pittsburgh - Pittsburgh Business Times
New president at American Advertising Federation Pittsburgh  Pittsburgh Business Times

Is this advertising's best ever optical illusion? - Creative Bloq
Is this advertising's best ever optical illusion?  Creative Bloq

Apple disrupts digital advertising—again - AdAge.com
Apple disrupts digital advertising—again  AdAge.com

Provincetown strategically advertising to visitors during pandemic - News - Wicked Local Wellfleet
Provincetown strategically advertising to visitors during pandemic - News  Wicked Local Wellfleet

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‘It’s just one big family’: VCU grads, students bring virtual ‘summer camp’ to life for advertising students  8News

The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising - The Drive
The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising  The Drive

P&G advertising morphs into movie making - Cincinnati Business Courier
P&G advertising morphs into movie making  Cincinnati Business Courier

Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns - The New York Times
Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns  The New York Times

Social media advertising and gambling - how to prove draws and competitions are legal - Lexology
Social media advertising and gambling - how to prove draws and competitions are legal  Lexology

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

PepsiCo will return to social media advertising when they better manage hate speech: CFO - Yahoo Finance
PepsiCo will return to social media advertising when they better manage hate speech: CFO  Yahoo Finance

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

J.P. Morgan updates outdoor advertising firm estimates - Seeking Alpha
J.P. Morgan updates outdoor advertising firm estimates  Seeking Alpha

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Telco Digital Advertising Market Latest Trends, Share, Growth Industry Analysis and Forecast to 2027  Apsters News

Black Lives Matter: what have advertising's biggest agencies promised? - The Drum
Black Lives Matter: what have advertising's biggest agencies promised?  The Drum

Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026 - Cole of Duty
Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026  Cole of Duty

Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026 - Cole of Duty
Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026  Cole of Duty

Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP - Cole of Duty
Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP  Cole of Duty

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Global Digital Display Advertising Market to Witness Explosive Rise by 2027 - Cole of Duty
Global Digital Display Advertising Market to Witness Explosive Rise by 2027  Cole of Duty

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Insurance Advertising Market Competitive Landscape 2020 – 2027, COVID-19 Spread Analysis With Top Key Players – American Family Mutual, Hastings Insurance, The Progressive Corporation, Farmers Insurance Group, Allstate Corporation, etc.  Cole of Duty

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Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution  ETBrandEquity.com

First Week of August 21st Options Trading For Lamar Advertising (LAMR) - Nasdaq
First Week of August 21st Options Trading For Lamar Advertising (LAMR)  Nasdaq

Kroger boosts media presence with new advertising partnerships - Supermarket News
Kroger boosts media presence with new advertising partnerships  Supermarket News

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

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As games resume, sports media tries to rebound from advertising 'wasteland'  PitchBook News & Analysis

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Hell's Creative Defeats IBM Watson AI in The Drum Advertising Awards  PR Web

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Peacock spent 70% more on advertising in build up to launch than Disney+  Digital TV Europe

The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline  Forbes

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The Future of Advertising: New content delivery models bring opportunities for advertisers  AdNews

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Global Digital Video Advertising Market Growth Data Analysis 2020-2025  Cole of Duty

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As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

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Global Internet Advertising Market Forecast 2020-2026|• Facebook • Linkedin • Twitter • Soho • EBay • Alibaba  Cole of Duty

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Global Smart Advertising Market Data Statistics Analysis 2020-2025  Cole of Duty

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As Advertisers Leave Facebook, Disney Could Benefit  The Motley Fool

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Global Interactive Advertising Market Expected to Reach Highest CAGR by 2025 : Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather  Cole of Duty

How to Approve Website Advertising with Google AdSense - Women Love Tech
How to Approve Website Advertising with Google AdSense  Women Love Tech

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

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TV broadcasters see resurgence in advertisements, discounts and bonuses in process of being phased out  Economic Times

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

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Bill Belichick is doing his job filming a Subway advertisement  Arizona Sports

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The state of advertising has still never been better  Campaign US

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Facebook prepares to dig in as advertising boycott continues  NBC News

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EGBA - Black market looms on Spain if government proceeds with its advertising blackout  SBC News

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Advertising: Digital ad volumes dip in Q2 2020  ETBrandEquity.com

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Massive Report on Advertising Video Market 2020 COVID-19 Impact, Share, Trend, Segmentation and Forecast to 2025 |Tubi Inc, PopcornFlix, The Roku ChannelZype Inc , Muvi LLC  3rd Watch News

Digital Advertising Platforms Market 2020-Global Industry Trends, Share, Growth Insight, Size, Competitive Analysis, Statistics, Regional, And Global Forecast to 2026 - Cole of Duty
Digital Advertising Platforms Market 2020-Global Industry Trends, Share, Growth Insight, Size, Competitive Analysis, Statistics, Regional, And Global Forecast to 2026  Cole of Duty

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Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull  Forbes

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Global Programmatic Advertising Display Market-Industry Size, Shares, Growth, Outlook, Revenue, Status and Forecast 2026  Cole of Duty

A thank you to our advertisers, readers for COVID-19 support – The News Journal - The News Journal
A thank you to our advertisers, readers for COVID-19 support – The News Journal  The News Journal

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Online Advertising Market Future Outlook to 2027| Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn, Microsoft, Twitter, Yahoo  Cole of Duty

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Global Advertising Agency Billing Software Market 2020, Analysis by Growing Demand, Types, Application, Top Trends, User-Demand and Opportunities Assessment till 2025  Sports Skylark

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

Advertising budgets fall fastest in 20 years | Business - The Times
Advertising budgets fall fastest in 20 years | Business  The Times

How to set up for success in global TV advertising - Mediatel News
How to set up for success in global TV advertising  Mediatel News

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Advertisers reminded to take care as ABAC reports latest quarterly breaches  CMO

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Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

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The advertising business is becoming less cyclical—and more concentrated  The Economist

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

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What’s Digital Commerce Advertising and what tools can help?  MarTech Today

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Why digital OOH advertising is especially effective right now  Marketing Dive

Microsoft suspends advertising on Facebook, Instagram - Digital Trends
Microsoft suspends advertising on Facebook, Instagram  Digital Trends

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

CFOs, You Paid For What In Digital Advertising? - Forbes
CFOs, You Paid For What In Digital Advertising?  Forbes

The North Face is the biggest brand yet to join Facebook ad boycott - CNN
The North Face is the biggest brand yet to join Facebook ad boycott  CNN

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