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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. March / 27 / 2023

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Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown  Digiday

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Advertising Agency 2023: Mischief @ No Fixed Address  Campaign US

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters.com
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters.com

Army pulls recruiting ads after Jonathan Majors' arrest - The Associated Press
Army pulls recruiting ads after Jonathan Majors' arrest  The Associated Press

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Major marijuana bill advances from committee, advertising restrictions fail  Independent Record

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

China updates online advertising rules to tame recommendation algorithms - South China Morning Post
China updates online advertising rules to tame recommendation algorithms  South China Morning Post

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A New Gold Standard for Digital Ad Measurement?  HBR.org Daily

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

B2B spend on TV advertising has doubled since 2018 - Marketing Week
B2B spend on TV advertising has doubled since 2018  Marketing Week

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How TikTok is responding to advertisers' concerns about potential ...  Campaign Asia

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - GlobeNewswire
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  GlobeNewswire

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans - Daily Record
Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans  Daily Record

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

Attorney claims Jonathan Majors innocent over alleged assault; US ... - Screen International
Attorney claims Jonathan Majors innocent over alleged assault; US ...  Screen International

Veterans, cannabis digital advertising and the lawsuits against the OCM - syracuse.com
Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

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Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Advertise with NOF - NewOrleans.Football
Advertise with NOF  NewOrleans.Football

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Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

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Coldstream Capital Management Inc. increases its stake in Lamar ...  Best Stocks

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Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

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Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ...  NPR

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Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

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SRU recognized in advertising and marketing awards  Slippery Rock University

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Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period - Yahoo Finance
The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

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In-game advertising: A marketer's guide  MarTech

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Global Head of Microsoft Advertising steps down  Search Engine Land

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FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

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Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

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LGBTQ+ Consumers Less Satisfied With Their Advertising ...  MediaPost Communications

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Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

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New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

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JUUL false advertising $255M class action settlement  Top Class Actions

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Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ...  Pure Xbox

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Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

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Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

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States Are Learning the Wrong Lesson From Maryland's Digital ...  RealClearMarkets

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Netflix May Change Its Advertising Approach  TheStreet

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Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

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Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

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AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

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Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

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SS+K Wins Agency of Record for Smartsheet's Brand Advertising ...  Little Black Book - LBBonline

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Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

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XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ...  OutKick

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Belgium bans gambling advertising from July 1  Reuters.com

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Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

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Belgium: Rules on crypto advertising tighten  Lexology

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Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

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Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

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German minister calls for ban on advertising junk food to children  The Guardian

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Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

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Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

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WT Students Triumph at American Advertising Awards Ceremony ...  West Texas A&M University

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FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

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Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

Meta's AI-driven advertising system splits marketers - Financial Times
Meta's AI-driven advertising system splits marketers  Financial Times

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Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

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Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ...  Pure Xbox

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Google and Digital Advertising - AAF  American Action Forum

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Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

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Why Dirty Data is Leading to Advertising Waste and How to Stop It  Spiceworks News and Insights

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System1 Wins Microsoft Advertising's Supply Partner of the Year ...  Business Wire

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Digital Advertising Continues to Steal TV's Thunder  Variety

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WMU advertising students win over Michigan dairy industry with ...  WMU News

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The Importance of Data in Outdoor Advertising  Entrepreneur

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Agency Report Card 2022: BBDO | Advertising  Campaign Asia

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Agency Report Card 2022: Wieden + Kennedy | Advertising  Campaign Asia

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Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

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Vector Capital-backed Mood Media acquires digital advertising firm ...  PE Hub

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Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ...  Expose Tobacco

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Ukraine updates: US says Russia hasn't moved nukes to Belarus  USA TODAY

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Marketers Prove Skeptical of Advertising In Chat-Based Search ...  Adweek

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Meta plans AR advertising: “A huge deal”  MIXED Reality News

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SF Giants use Bengie Molina to advertise Oracle Park's improved WiFi  Sports Illustrated

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Fake ChatGPT Chrome Extension Hijacking Facebook Accounts for ...  The Hacker News

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How social fragmentation is creating more opportunities for advertisers  Digiday

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