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What Do Your Ads Say?


Make a list of everything you think should be included at one time or another, in one of your ad, be it radio, newspaper or Little Jimmie's class play program.

Everything. Experience, staff, facility, product. The list will be quite long. Take the time to do it now, before you read the rest of this article.

Next, take a hard look at your list, pencil in hand, and cross off all items that are about YOU (including YOUR staff, YOUR building, YOUR ranking, awards etc). Now, x-out all the FEATURES of your products or service.

The number one rule, the only rule, for great advertising is "Sell the Benefits".

Take a poll, people don't care if you have the largest selection in town. It means nothing that "New Stuff is arriving daily". They want to know what you or your product can do for them. WIIFM or "What's In It For Me?" Ease pain and you gain.

You see and hear ads everyday that miss the point entirely. Giant billboards with pictures of the medical clinic staff standing in front of a wall of awards. Picture of a guy with a wrench and the words "See me for all your plumbing needs." Three little girls on TV yelling an unintelligible slogan about their daddy's store. It's all about them. It should be all about the customer.

Did you see the one on TV where a guy gets the water cooler dumped on him because he bought the good software? What picture does that tell? It would have been better if the guy told me (from a sunny beach location) the boss gave him another week of vacation because the new software saved the company 40 million bucks. Benefits.

How about the newspaper ad with the picture of the funeral home building and how they have been around for 85 years? Benefit?

Ads about "you you you" can look and sound really great, to you, you, you. We all love to talk about ourselves. Where are the benefits? What hook does your face on a billboard use to bring customers through the door? Your face is NOT a benefit.

We all grew up thinking "me me me". Remember how excited you got when you first saw your name or picture in the newspaper? Even the school paper. It was a BIG deal. "Me me me." Great for your ego, but take that thinking to your advertising and it flops.

The first time you make the list and cross out the me me mees and all the features, you may have only one or two points left to promote. Make a new list and think "them them them". Think benefits.

The ads that stick in your head are the ones that promise to make your life easier. The appliance store promising to deliver at the appointed time. You don't have to stay home all day waiting for the truck. A real benefit. It makes no difference if the TV is made by Acme or Zenith? They will deliver on time. Let's go there. Benefits.

The company that says their plumber will show up clean, on time, and not smell. Another benefit!

Who cares what a financial advisor looks like, but tell people they can retire and not eat dog food and you get their attention. Benefit.

Funny thing, the ads about benefits are the ones we make the mental note to remember. Hmmm.

Sell the benefits and you don't have to sell yourself.

For more about advertising, get my article "What's Your Selling Sentence?" Send a blank eMail to MailTo:SellingSentence@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. October / 19 / 2017

Lawmakers Introduce 'Honest Ads Act' to Govern Online Political Advertising - Gizmodo

Gizmodo

Lawmakers Introduce 'Honest Ads Act' to Govern Online Political Advertising
Gizmodo
Senate lawmakers on Thursday unveiled their first major legislative effort to increase transparency in online political advertising, called the Honest Ads Act. Sponsored by Senators Mark Warner, Amy Klobuchar, and John McCain, the bill attempts to ...
Democrats now have a plan to regulate Facebook advertisingVICE News
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Pinterest opens up search advertising in its Ads Manager ... - TechCrunch

TechCrunch

Pinterest opens up search advertising in its Ads Manager ...
TechCrunch
Pinterest began rolling out targeted ads based on searches for its partners earlier this year, giving it another moment in time to catch potential customers..

and more »

Five Keys To Achieving Positive Return On Advertising Spend With Facebook - Forbes

Forbes

Five Keys To Achieving Positive Return On Advertising Spend With Facebook
Forbes
Achieving positive return on advertising spend (ROAS) is a key objective for many Facebook and direct response advertisers. Sustaining positive ROAS with a large media spend is not an easy feat to accomplish, but it is possible with the right approach.


Advertising startup gives college students gigs as human billboards - Phys.Org

Advertising startup gives college students gigs as human billboards
Phys.Org
The iPads display advertising from a client like YouTube, Zipcar or Limebike - three of the company's 30 current clients - and the nomads answer any questions from onlookers about ads they have on their backs. Friedl linked up with angel investor Dave ...

and more »

US Local Advertising Spend To Increase 7.6% In 2018 - MediaPost Communications

US Local Advertising Spend To Increase 7.6% In 2018
MediaPost Communications
Local advertising in the U.S. will increase 7.6% in 2018, up from 0.4% in 2017, according to new data from Borrell Associates. Estimates for 2018 U.S. local ad expenditures highlight billboards as one of the only traditional media to show growth in the ...


Using Blockchain Technology to Achieve Balance in Digital Advertising - HuffPost

HuffPost

Using Blockchain Technology to Achieve Balance in Digital Advertising
HuffPost
The imbalance in the digital advertising industry is causing a multi-faceted disability, where all parties involved are exposed to the possibility of being short-changed in one way or the other according to their specific expectations.


Pay-TV Group Sky Launches Advertising Review - New York Times

Pay-TV Group Sky Launches Advertising Review
New York Times
LONDON — European pay-TV group Sky has launched a review of how it places and plans advertising, its first review in 13 years that could shake up which agencies it employs. Sky, one of the biggest ad spenders in the industry, currently works with ...

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Retail blues worsen, hitting newspaper print advertising hard - Poynter (blog)

Retail blues worsen, hitting newspaper print advertising hard
Poynter (blog)
The situation has only worsened as 2017 has gone on, leading to a 23 percent year-to-year decline in print advertising at McClatchy Co,. the first of the publicly traded newspaper companies to report third quarter results. McClatchy's total ad revenues ...


Konica Minolta, Cohber and Rochester Advertising Federation Kick Off First-Ever AD Week 2017 - Printing Impressions

Konica Minolta, Cohber and Rochester Advertising Federation Kick Off First-Ever AD Week 2017
Printing Impressions
Rochester AD Week (RAD) making its debut thanks to the local Rochester Advertising Federation, which keeps the Rochester creative community thriving through educational programs and connection opportunities to inspire great work! RAF President, Bob ...

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Amazon Patent Hangs Advertising On Real-Time Updates To Recommendations - MediaPost Communications

Amazon Patent Hangs Advertising On Real-Time Updates To Recommendations
MediaPost Communications
Amazon is pushing into real-time recommendations and advertising, but a recently granted patent describes how the company uses "matrix factorization," which fills in missing values in algorithms using averages. This method becomes more exact in time as ...


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