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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 Tue. November / 13 / 2018

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AdAge.com

Vice shakeup continues with departure of creative chief
AdAge.com
Punch said he wants to help Spring Studios evolve into a powerhouse in media, advertising, content and commerce, like a mix of Disney, Droga 5, WeWork and SoHo House, the exclusive worldwide membership club. "The through line of the work I've been ...

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Nicolas Mahut wants Tour Finals hoardings changed after injuring ... - Telegraph.co.uk

The Sun

Nicolas Mahut wants Tour Finals hoardings changed after injuring ...
Telegraph.co.uk
Blood was shed on the doubles court on Monday as Nicolas Mahut collided painfully with an advertising board at the back of the court.
Nicolas Mahut in spectacular fall after tumbling over advertising ...The Sun
ATP Finals: Mate Pavic accuses Nicolas Mahut of faking injury after ...Metro

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Top 5 out-of-home advertising trends - Marketing Dive

Top 5 out-of-home advertising trends
Marketing Dive
Delta Airlines and Equinox Fitness showcased how digital is changing billboard advertising with a campaign this summer that used real-time flight data to encourage international travelers arriving at Los Angeles International Airport to "sweat away ...


A Majority Of Apps For Kids Have Advertising, New Research Finds - WCCO | CBS Minnesota

WCCO | CBS Minnesota

A Majority Of Apps For Kids Have Advertising, New Research Finds
WCCO | CBS Minnesota
Kids are doing more than watching videos and playing games on phones and tablets. New research shows 95 percent of preschool apps contain some kind of advertising. Alise McGregor, owner of Little Newtons Early Education Centers, joins us with ...


Yankees said to be buying back YES network from Fox, Disney - AdAge.com

AdAge.com

Yankees said to be buying back YES network from Fox, Disney
AdAge.com
... even though it's unlikely to be included in any sale, according to people who have reviewed the material. RSNs are lucrative because the audience is made up of die-hard fans consuming a live event. That makes it easier to target viewers with ...

and more »

Stan Lee hated bad car ads, and appeared in some pretty good ones - AdAge.com

AdAge.com

Stan Lee hated bad car ads, and appeared in some pretty good ones
AdAge.com
Much like the characters he created, Lee appeared in commercials from time to time over the years. He also had a disdain for certain kinds of advertising--namely, bad car ads. In one of the "Stan's Rants" he delivered on YouTube, he complained about ...

and more »

The Pitch: Advertising and marketing news for 11.13.18 - RichmondBizSense

RichmondBizSense

The Pitch: Advertising and marketing news for 11.13.18
RichmondBizSense
Torx picked up new work for two clients. Virginia Lawyers Helping Lawyers, the state chapter of a nonprofit lawyer assistance program, hired the firm for a website redesign, branding refresh and to assist with marketing strategy development. Louisa ...


Google is advertising in print magazines and you can't tell - Quartz

Quartz

Google is advertising in print magazines and you can't tell
Quartz
The government body states that its guides “reflect the basic truth-in-advertising principle that endorsements must be honest and not misleading.” As such, if the endorser has been paid or given something of value to tout the product, disclosure is a ...


Yelp Plunges on "Short-Term" Advertising Weakness - Motley Fool

Motley Fool

Yelp Plunges on "Short-Term" Advertising Weakness
Motley Fool
While the shift to non-term advertising has opened our sales funnel, it has also made our results more sensitive to short-term operational issues. We have begun to address a number of the issues that impacted our third quarter results; however, we ...

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Inclusion In Advertising And Media Is Recognized In AdvancingDiversity.org's Hall Of Honors - Forbes

Forbes

Inclusion In Advertising And Media Is Recognized In AdvancingDiversity.org's Hall Of Honors
Forbes
The awards recognize and honor best practices for advancing diversity and inclusion, and were created last year by one of the advertising and media industry's best-known thought leaders, Jack Myers. They're produced by Myers' AdvancingDiversity.org ...


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