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Marketing Tips For Small Business - Advertising That Works, Part I


Have you ever seen an ad on television that was beautiful, slick, and stylish but didn't fit the product? How about a magazine ad that, though gorgeously photographed, didn't make it clear what was being sold? Or have you heard a catchy radio ad that neglected to give contact information? If you pay attention, you'll notice these money-wasting advertisements in all types of media.

If a corporation puts out a bad advertisement, the marketing department will have the resources and budget to make a mid-course correction (sometimes). Often the thousands of dollars a small business puts into an advertising promotion are the bulk of the marketing budget for the entire year (usually). There's no money, time or resources for a do-over if the ad doesn't bring in customers. Small business people simply can't afford to spend money on expensive ads that don't work.

Preparing an effective ad is harder than it looks, but even the smallest business can produce an ad that works if some simple rules are followed. Following are four tips you can use to create a great ad for your business, regardless of your budget, marketing experience, or the media used:

1. State the Product or Service Clearly

Make it absolutely clear what product or service you are selling. Keep it simple and honest. Instead of advertising "meticulously crafted, threaded fastening accessories" just say, "best steel wing nuts." Don't make it hard for the customer to pinpoint what you're selling and don't overdo the flowery descriptions.

2. Use a Call-For-Action Phrase

Forgetting the call-for-action is the biggest mistake I see in small business advertising. A call-for-action is a short sentence telling the customer how to get the product or service, such as "call us for a free sample," "order online at www.mywebsite.com," "get Product X at these fine retailers." The call-for-action is important because it reinforces the customer's decision to buy and gives specific instructions. Without a call-for-action, a certain number of customers will change their minds almost instantly, as their attention is drawn elsewhere. Others will ignore the ad unless you make it clear you want their business by telling them exactly how to spend their money.

3. Check for Correct, Complete Contact Information

You must include a phone number, address, and/or website (preferably all three). Triple check to make sure the information is correct. This sounds obvious but consider this real-life case: A plumbing company in my hometown advertised 24-hour service but only put the number of the main office in their telephone directory ad. The office was only open 7:00 a.m. to 5:00 p.m. That was little use to someone with a leaking hot water heater at 2:00 a.m. The plumbing company also had a website where, with some digging, a desperate homeowner could ferret out the 24-hour service number?but what customer is going to spend time hunting the number down when he's up to his ankles in standing water?

4. Sell the Benefits

I often see ads that try to sell the customer on the features of a product or service rather than the benefits to the customer. What's the difference? Features describe the product or service; benefits tell the customer how those features will help him or her. Let's take a common product like bread. Say you're selling a special kind of nutrition-packed wheat bread (it was granny's secret recipe). You could list some of the features of this wonderful bread in your ads:

Contains 3 times the usual vitamin D and calcium

Extra potassium

Uses only rolled oats

(That all sounds very healthy, but I don't know how eating more of those things will do me any good. Besides, I like my usual brand of wheat bread. I pass by your delicious, nutritious wheat bread and buy the same supermarket bread I've eaten since I was a kid.)

Now let's state those features as customer benefits:

Builds strong bones and teeth

Helps control high blood pressure

Lowers cholesterol

(I didn't know I could lower my blood pressure by eating a different brand of bread. That's sure sounds easier and tastier than taking supplements. I pick up a loaf, and some of your whole-grain dinner rolls, too.)

Translating the features of wheat bread into benefits isn't that difficult. What if you have a very complicated product or service? Drilling down to the benefits can still be done quite easily. When I get stuck writing up a benefits sheet, I filter everything through this phrase: "What's in it for me?"

These four marketing tips are a great place to start when preparing your advertisement. See Marketing Tips For Small Business - Advertising That Works, Part II, for more tips and insider tricks.

Segarin Monk is a marketing specialist promoting social betterment programs for governments and non-profit organizations. He believes in high-integrity, pass-it-on, pay-it-forward marketing. See more articles from this author at: http://marketingyogi.blogspot.com/


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. September / 27 / 2020

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Social media deal earns advertisers’ ‘likes’, but not yet all their dollars  amNY

A beginner's guide to diversity, inclusion and representation in advertising - The Drum
A beginner's guide to diversity, inclusion and representation in advertising  The Drum

AdvaMed launches campaign against 'misleading' legal advertising - Mass Device
AdvaMed launches campaign against 'misleading' legal advertising  Mass Device

Reddit Announces Inventory Type Options for Advertising - Search Engine Journal
Reddit Announces Inventory Type Options for Advertising  Search Engine Journal

Facebook and YouTube accept hate speech audits to keep advertisers happy - CNN
Facebook and YouTube accept hate speech audits to keep advertisers happy  CNN

Report: Governor's advertising campaign was used to collect Alaskans' info - Anchorage Daily News
Report: Governor's advertising campaign was used to collect Alaskans' info  Anchorage Daily News

Google Antitrust Suit Looms Over Issues of Search Dominance, Advertising - The Wall Street Journal
Google Antitrust Suit Looms Over Issues of Search Dominance, Advertising  The Wall Street Journal

Brands Will Dedicate $58.6B To eCommerce Advertising - pymnts.com
Brands Will Dedicate $58.6B To eCommerce Advertising  pymnts.com

Latest Update 2020: Programmatic Advertising Display Market by COVID19 Impact Analysis And Top Manufacturers: AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul, etc. | InForGrowth - Crypto Daily
Latest Update 2020: Programmatic Advertising Display Market by COVID19 Impact Analysis And Top Manufacturers: AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul, etc. | InForGrowth  Crypto Daily

Local ad and PR pros share how the Covid-19 pandemic is changing their strategies - Nashville Business Journal
Local ad and PR pros share how the Covid-19 pandemic is changing their strategies  Nashville Business Journal

Tag: Global Online Video Advertising Market Growth - The Daily Chronicle
Tag: Global Online Video Advertising Market Growth  The Daily Chronicle

‘It’s like every red flag’: Trump-ordered HHS ad blitz raises alarms - POLITICO
‘It’s like every red flag’: Trump-ordered HHS ad blitz raises alarms  POLITICO

Comprehensive Report on Advertising Services Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG - Crypto Daily
Comprehensive Report on Advertising Services Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG  Crypto Daily

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Know How Native Advertising Market will help you to reinvent your marketing strategy in COVID-19| AdPushup Inc., IAB Playbook, Instinctive Inc, Nativo, Inc., Outbrain Inc., Revcontent, LLC, Sharethrough, Inc., StackAdapt Inc., Taboola, Inc, Triple Lift, Inc  The Daily Chronicle

Amazon reportedly prevents some device rivals from advertising competing products - CNBC
Amazon reportedly prevents some device rivals from advertising competing products  CNBC

Global Demand Side Platforms (DSP) For Programmatic Advertising Market Analysis by Key Players, End Users and CAGR Forecast to 2025 - The Daily Chronicle
Global Demand Side Platforms (DSP) For Programmatic Advertising Market Analysis by Key Players, End Users and CAGR Forecast to 2025  The Daily Chronicle

Global Internet Advertising Market 2020 Up-To-Date Analysis on New Advancements and Growth Opportunities till 2025: Top Companies Alphabet, eBay, Facebook, Yahoo! Inc, Microsoft, Baidu etc. - The Daily Chronicle
Global Internet Advertising Market 2020 Up-To-Date Analysis on New Advancements and Growth Opportunities till 2025: Top Companies Alphabet, eBay, Facebook, Yahoo! Inc, Microsoft, Baidu etc.  The Daily Chronicle

Trump Retreats From Advertising in Key Battleground States - Bloomberg
Trump Retreats From Advertising in Key Battleground States  Bloomberg

Google to prevent post-election political advertising - Euro Weekly News
Google to prevent post-election political advertising  Euro Weekly News

Advertising Video Production Market Growth by Top Companies, Region, Application, Driver, Trends and Forecasts by 2027 - Crypto Daily
Advertising Video Production Market Growth by Top Companies, Region, Application, Driver, Trends and Forecasts by 2027  Crypto Daily

Healthcare Advertising Market Scope and Price Analysis || Leading Players – Johnson & Johnson Services, Inc., Pfizer Inc., Merck & Co., Inc., GlaxoSmithKline plc - The Daily Chronicle
Healthcare Advertising Market Scope and Price Analysis || Leading Players – Johnson & Johnson Services, Inc., Pfizer Inc., Merck & Co., Inc., GlaxoSmithKline plc  The Daily Chronicle

Cable Provider In Canada Begins Advertising WWE Hell In A Cell PPV - Heel By Nature
Cable Provider In Canada Begins Advertising WWE Hell In A Cell PPV  Heel By Nature

Facebook Ads Limit – How Does It Affect Your Advertising Strategy? - Business 2 Community
Facebook Ads Limit – How Does It Affect Your Advertising Strategy?  Business 2 Community

Augmented Reality for Advertising Market Analysis by Size, Growth Rate ,Trends by 2027 | Top Leading Key Players – Wikitude, Augmented Pixels, Blippar, Aurasma, Catchoom, Bbdo, Mccann - The Daily Chronicle
Augmented Reality for Advertising Market Analysis by Size, Growth Rate ,Trends by 2027 | Top Leading Key Players – Wikitude, Augmented Pixels, Blippar, Aurasma, Catchoom, Bbdo, Mccann  The Daily Chronicle

SaTT Smart Advertising Token Raises USD 7.1M, Rare Feat in 2020 Lackluster ICO Landscape - GlobeNewswire
SaTT Smart Advertising Token Raises USD 7.1M, Rare Feat in 2020 Lackluster ICO Landscape  GlobeNewswire

Restaurant Sues DoorDash For Falsely Advertising Partnership, Redirecting Users - Law Street Media
Restaurant Sues DoorDash For Falsely Advertising Partnership, Redirecting Users  Law Street Media

Tag: Advertising Services Market is Emerging Industry in Developing Countries - Crypto Daily
Tag: Advertising Services Market is Emerging Industry in Developing Countries  Crypto Daily

Golden age of radio ends as advertising world tunes out - Telegraph.co.uk
Golden age of radio ends as advertising world tunes out  Telegraph.co.uk

The News Media And Advertising: Evolution Of A Zero-Sum Game - Worldcrunch
The News Media And Advertising: Evolution Of A Zero-Sum Game  Worldcrunch

How the Advertising Industry Makes Fossil Fuels Sexy - VICE
How the Advertising Industry Makes Fossil Fuels Sexy  VICE

The Daily Times earns five advertising awards from Tennessee Press Association - Maryville Daily Times
The Daily Times earns five advertising awards from Tennessee Press Association  Maryville Daily Times

EU operators cut advertising on IPR-infringing sites - iGaming Business
EU operators cut advertising on IPR-infringing sites  iGaming Business

Brands advertising strategies reflect how horrible 2020 has been - Business Insider - Business Insider
Brands advertising strategies reflect how horrible 2020 has been - Business Insider  Business Insider

Smart Advertising Token SaTT Reveals ProBit as Next Exchange Listing | Press release - Bitcoin News
Smart Advertising Token SaTT Reveals ProBit as Next Exchange Listing | Press release  Bitcoin News

Mobile Advertising System Market Next Big Thing | MediaMath, Sizmek, AdRoll - Crypto Daily
Mobile Advertising System Market Next Big Thing | MediaMath, Sizmek, AdRoll  Crypto Daily

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Blockchain in Media, Advertising, and Entertainment Market Scope, Growth Forecast, Comprehensive Analysis 2028 | Top Players: IBM, Microsoft, SAP, Accenture, AWS, Oracle, Digital Currency Group  The Daily Chronicle

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

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

Apple's IDFA Change Could Drive CTV Advertising, MMA's Greg Stuart - BeetTV
Apple's IDFA Change Could Drive CTV Advertising, MMA's Greg Stuart  BeetTV

In-Game Advertising Market Share, Industry Size, Latest Opportunities, Research & Development Analysis 2020-2027 - The Daily Chronicle
In-Game Advertising Market Share, Industry Size, Latest Opportunities, Research & Development Analysis 2020-2027  The Daily Chronicle

TikTok bans advertisements for fasting apps, weight loss products - Insider - INSIDER
TikTok bans advertisements for fasting apps, weight loss products - Insider  INSIDER

Growth Predicted for Indoor LCD Advertising Players Market, COVID-19 Pandemic puts Existing Projections in Jeopardy – KDMI Report - StreetInsider.com
Growth Predicted for Indoor LCD Advertising Players Market, COVID-19 Pandemic puts Existing Projections in Jeopardy – KDMI Report  StreetInsider.com

Amazon Advertising Bid Management Strategy - PR Web
Amazon Advertising Bid Management Strategy  PR Web

Aisle Rocket Launches Advanced Predictive Analytics for Facebook Advertisers - MarTech Series
Aisle Rocket Launches Advanced Predictive Analytics for Facebook Advertisers  MarTech Series

Wendy's to ramp up breakfast advertising - Seeking Alpha
Wendy's to ramp up breakfast advertising  Seeking Alpha

2027 Projections: Cross-Platform And Mobile Advertising Market Report By Type, Application And Regional Outlook - The Daily Chronicle
2027 Projections: Cross-Platform And Mobile Advertising Market Report By Type, Application And Regional Outlook  The Daily Chronicle

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Display Advertising System Market Size, Share & Trends, Competitor Dynamics and Trade Analysis Report, 2026  The Daily Chronicle

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Smart Advertising Market Size, Analytical Overview, Key Players, Growth Factors, Demand, Trends And Forecast to 2027  The Daily Chronicle

Latest Research Report: Inflight Advertising Market 2020 by Company, Regions, Type and Application, Forecast to 2026 - The Daily Chronicle
Latest Research Report: Inflight Advertising Market 2020 by Company, Regions, Type and Application, Forecast to 2026  The Daily Chronicle

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Spain will be at the forefront of gaming advertising regulations in Europe  Yogonet International

Online Advertising Market 2020 Key Enhancement, Share Analysis To 2028 | Amazon, AOL, Baidu, Microsoft, and Twitter, Google, Facebook. - The Daily Chronicle
Online Advertising Market 2020 Key Enhancement, Share Analysis To 2028 | Amazon, AOL, Baidu, Microsoft, and Twitter, Google, Facebook.  The Daily Chronicle

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Global Programmatic Marketing and Advertising Market 2020 – Industry Demand, Share, Size, Future Trends Plans, Growth Opportunities, Key Players, Application, Demand, Industry Research Report By Regional Forecast To 2026  The Daily Chronicle

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

2020 Is the Year of Tech Advertising - eMarketer
2020 Is the Year of Tech Advertising  eMarketer

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

No, Facebook hasn't banned Trump from advertising - PolitiFact
No, Facebook hasn't banned Trump from advertising  PolitiFact

Interactive Advertising Market is Booming Worldwide Latest Study Reveal - The Daily Chronicle
Interactive Advertising Market is Booming Worldwide Latest Study Reveal  The Daily Chronicle

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Thanks So Very Much To Our ATL Advertisers  Above the Law

Straus News awarded for hyperlocal journalism and innovative advertising - The West Milford Messenger
Straus News awarded for hyperlocal journalism and innovative advertising  The West Milford Messenger

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

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Social Advertising Social Media Market 2020 | Know the Latest COVID19 Impact Analysis And Strategies of Key Players: Facebook, LinkedIn, Google Edition, Twitter, Instagram, etc. | InForGrowth  The Daily Chronicle

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

Online Display Advertising Platforms Market Share, Growth Forecast- Global Industry Outlook - AlgosOnline
Online Display Advertising Platforms Market Share, Growth Forecast- Global Industry Outlook  AlgosOnline

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

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CAYIN Technology Presents Facial Detection Solution for Smarter Advertising  MarTech Series

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Hyland Graphic Design & Advertising Featured in Expertise.com's List of Top 19 Web Developers in Philadelphia  EIN News

Biden vs Trump advertising strategy in battleground states - CNN
Biden vs Trump advertising strategy in battleground states  CNN

Republican U.S. House campaign arm cancels $2 million in Houston-area advertising - KPRC Click2Houston
Republican U.S. House campaign arm cancels $2 million in Houston-area advertising  KPRC Click2Houston

Fashion Advertisers Rediscover Black Models - The New York Times
Fashion Advertisers Rediscover Black Models  The New York Times

Apple makes a privacy change, and Facebook and advertising companies cry foul - The Washington Post
Apple makes a privacy change, and Facebook and advertising companies cry foul  The Washington Post

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

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

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

Critiquing the campaigns’ ad nauseam advertisements - KTAR.com
Critiquing the campaigns’ ad nauseam advertisements  KTAR.com

SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release - Bitcoin News
SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release  Bitcoin News

INTEREST-BASED ADVERTISING NOTICE | Site | kctv5.com - KCTV Kansas City
INTEREST-BASED ADVERTISING NOTICE | Site | kctv5.com  KCTV Kansas City

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

Legal Advertisements: Friday, September 25, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: Friday, September 25, 2020 | Legal Advertisements  Imperial Valley Press

MidWeek Should Have Labeled Amemiya Story An Advertisement - Honolulu Civil Beat
MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

Ford Drags General Motors In New Environmental Focused Advertisement: Video - GM Authority
Ford Drags General Motors In New Environmental Focused Advertisement: Video  GM Authority

Legal Advertisements: Saturday, September 26, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: Saturday, September 26, 2020 | Legal Advertisements  Imperial Valley Press

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

TikTok can help Walmart take on Amazon, Facebook, and Google - Fast Company
TikTok can help Walmart take on Amazon, Facebook, and Google  Fast Company

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

Junk food advertisements appear on remote learning platforms - The Counter
Junk food advertisements appear on remote learning platforms  The Counter

Advertisers Must Take The Lead In The Next Privacy Sandbox - AdExchanger
Advertisers Must Take The Lead In The Next Privacy Sandbox  AdExchanger

Washington Township, Martinsville advertise 2021 budgets | MDT - Times-Mail
Washington Township, Martinsville advertise 2021 budgets | MDT  Times-Mail

Marketing Isn't Advertising - Business 2 Community
Marketing Isn't Advertising  Business 2 Community

An egregious error in advertisement - The Ukrainian Weekly
An egregious error in advertisement  The Ukrainian Weekly

Bill Murray slammed by Doobie Brothers over golf advertisements - Drew Reports News
Bill Murray slammed by Doobie Brothers over golf advertisements  Drew Reports News

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

Brands are hiring Animal Crossing players to help them sneak into the digital world, launch products, and create custom in-game experiences - Business Insider
Brands are hiring Animal Crossing players to help them sneak into the digital world, launch products, and create custom in-game experiences  Business Insider

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

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Global Digital Advertisement Spending Market Key Factor Analysis and Status Explored In A New Research Report 2020-2027  The Daily Chronicle

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BroadbandTV Corp Unveils Voices of Color Program For Socially Conscious Brands and Advertisers  MarTech Series

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Post-IDFA Advice For Pubs: Work Directly With Your Advertisers  AdExchanger

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National TV ad spend from back-to-school advertisers is down  Business Insider

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

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