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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 Mon. May / 10 / 2021

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Big advertisers are threatening to yank TV dollars  Business Insider

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BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

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The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

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Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

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Amazon Advertising Is Unstoppable  hackernoon.com

T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush - The Jerusalem Post
T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush  The Jerusalem Post

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Trampoline Advertising and Design Co. names two to new positions  Glens Falls Post-Star

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

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Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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Local TV broadcasters are the early winners of legalized sports betting advertising  Awful Announcing

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What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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Reddit Ads: Your Guide to Successful Reddit Advertising  Business 2 Community

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Advertising paper in Munising officially launches  UpperMichigansSource.com

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The Difference Between Content Marketing And Advertising | Caldwells, NJ Patch  Patch.com

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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CTV is one of the fastest-growing channels in digital advertising  Business Insider

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Senate advances bill banning deceptive advertising by faith-based pregnancy centers  The CT Mirror

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CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

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Payoff of Micro-targeted Advertising Market Unidentified Segments – The Biggest Opportunity Of 2021 | – The Shotcaller  The Shotcaller

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Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

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10 Best Advertising Stocks to Buy Now  Yahoo Finance

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

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The Evolved Value Exchange of Advertising in 2021  AiThority

Advertising revenue rebounds strongly for British broadcaster ITV - Reuters UK
Advertising revenue rebounds strongly for British broadcaster ITV  Reuters UK

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EXCLUSIVE - Analysts turn upbeat on the advertising industry  AdNews

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'Laundrette': BBH's CMO on the ad that built the agency | Advertising  Campaign Asia

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Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

BA Returns to Advertising as It Takes to the Skies Once Again - Adweek
BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

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Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

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FY 2020 Digital Video Advertising Spend Report  IAB

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

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Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

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Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

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Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

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ROKU Q1 Earnings Top Estimates, Revenues Ride on Advertising  Nasdaq

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With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

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Tesla Rival Lucid To Advertise Electric Air Sedan On NBC As Elon Musk Hosts SNL  Forbes

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Neil Christie to leave Wieden+Kennedy | Advertising  Campaign Asia

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Which are the best cryptocurrency and bitcoin advertising networks in 2021? -  VENTS Magazine

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Yelp beats expectations as diners, advertisers return  MarketWatch

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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Why WPP wants to be the LVMH of post-COVID-19 advertising WPP CEO Mark Read  Fast Company

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Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

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Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Apple How to stop apps from tracking you for advertising in iOS 14.5  KnowTechie

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Admix In-Play Advertising Verified for the First Time by IAS  MarTech Series

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Sports Betting and Gambling Advertising Bans In America? Not Bloody Likely  Sports Handle

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Facebook Postpones Meetings With Advertisers on Trump Ban Decision  Business Insider

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Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards  Adweek

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Software giant SAS launches biggest brand campaign in 20 years | Advertising  Campaign Asia

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Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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Apple Privacy Update And Advertisers | Avast  Security Boulevard

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Legal Advertisement May 8, 2021 | Legal Advertisements | ivpressonline.com  Imperial Valley Press

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ADVERTISEMENT FOR BIDS | Legal Announcements | pressofatlanticcity.com  Press of Atlantic City

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