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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:[email protected]

©2005 BIG Mike McDaniel All Rights Reserved [email protected] 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:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. February / 29 / 2024

Google faces $2.27 billion lawsuit over advertising practices - Search Engine Land
Google faces $2.27 billion lawsuit over advertising practices  Search Engine Land

World Creative Rankings 2024: advertising's top companies, campaigns & people announced - The Drum
World Creative Rankings 2024: advertising's top companies, campaigns & people announced  The Drum

Why did the Supreme Court ban Baba Ramdev’s Patanjali from advertising its products? - The Indian Express
Why did the Supreme Court ban Baba Ramdev’s Patanjali from advertising its products?  The Indian Express

Russian Lawmakers Pass Advertising Ban for 'Foreign Agents' - The Moscow Times
Russian Lawmakers Pass Advertising Ban for 'Foreign Agents'  The Moscow Times

The Advertising Research Foundation Unveils a New Resource for Using AI in Advertising Research - Yahoo Finance
The Advertising Research Foundation Unveils a New Resource for Using AI in Advertising Research  Yahoo Finance

News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society - CNN
News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society  CNN

Hulu advertising resolves conflict over 'religious indoctrination' - Deseret News
Hulu advertising resolves conflict over 'religious indoctrination'  Deseret News

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

Amazon hints at post-cookie ad tech project called ID++ - Ad Age
Amazon hints at post-cookie ad tech project called ID++  Ad Age

Google 'predatory' advertising practices probe expanded by Canada antitrust watchdog - New York Post
Google 'predatory' advertising practices probe expanded by Canada antitrust watchdog  New York Post

Canada Antitrust Watchdog to Expand Probe Into Google's Advertising Practices - The Wall Street Journal
Canada Antitrust Watchdog to Expand Probe Into Google's Advertising Practices  The Wall Street Journal

Magnite Earnings: Recovering Advertising Demand Lifts Revenue and Cash Flow - Morningstar
Magnite Earnings: Recovering Advertising Demand Lifts Revenue and Cash Flow  Morningstar

AG files false advertising lawsuit against JBS USA - MEAT+POULTRY
AG files false advertising lawsuit against JBS USA  MEAT+POULTRY

Inside Quaker's 'iterative' approach to make its advertising work globally and locally - Digiday
Inside Quaker's 'iterative' approach to make its advertising work globally and locally  Digiday

FTC Announces $16.5 Million Settlement Against UK Service Provider and Ban from Selling Browsing Data for ... - Privacy & Information Security Law Blog
FTC Announces $16.5 Million Settlement Against UK Service Provider and Ban from Selling Browsing Data for ...  Privacy & Information Security Law Blog

Sinclair Q4 Revenues Down 14%, Core Advertising Inches 2% Higher 03/01/2024 - MediaPost Communications
Sinclair Q4 Revenues Down 14%, Core Advertising Inches 2% Higher 03/01/2024  MediaPost Communications

Appellate court upholds $21 million judgment against for-profit college regarding unfair competition and false ... - Consumer Finance Monitor
Appellate court upholds $21 million judgment against for-profit college regarding unfair competition and false ...  Consumer Finance Monitor

IAB PlayFronts Returns for Third Year, Reinforcing Gaming Advertising's Effectiveness - Longview News-Journal
IAB PlayFronts Returns for Third Year, Reinforcing Gaming Advertising's Effectiveness  Longview News-Journal

B2B PR and Content Creativity vs. Advertising - MarketingProfs.com
B2B PR and Content Creativity vs. Advertising  MarketingProfs.com

New CCPC Guidelines for Social Media Influencer Advertising - Lexology
New CCPC Guidelines for Social Media Influencer Advertising  Lexology

Microsoft advertising business could be $50B asset, says Barclays - TipRanks.com - TipRanks
Microsoft advertising business could be $50B asset, says Barclays - TipRanks.com  TipRanks

Atlantic School Board Approves Advertising and Hiring a Director of Student Services - KSOM
Atlantic School Board Approves Advertising and Hiring a Director of Student Services  KSOM

Navigating the Regulatory Maze: Understanding the ASA Ruling re. Supreme CBD - The National Law Review
Navigating the Regulatory Maze: Understanding the ASA Ruling re. Supreme CBD  The National Law Review

Black artists and creatives to watch, according to a Black designer in advertising - Campaign US
Black artists and creatives to watch, according to a Black designer in advertising  Campaign US

New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ... - Yahoo Finance
New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ...  Yahoo Finance

The Newly Appointed Advertising CEO With The Mighty Mouse Heart 02/29/2024 - MediaPost Communications
The Newly Appointed Advertising CEO With The Mighty Mouse Heart 02/29/2024  MediaPost Communications

Boston man accused of stealing money, falsely advertising room on Facebook Marketplace - Yahoo News
Boston man accused of stealing money, falsely advertising room on Facebook Marketplace  Yahoo News

Viant Achieved Carbon Neutrality for Calendar Year 2023 - Yahoo Finance
Viant Achieved Carbon Neutrality for Calendar Year 2023  Yahoo Finance

Where do candidates stand as ND political advertising season begins? - KFYR
Where do candidates stand as ND political advertising season begins?  KFYR

AGCO's ban on athletes advertising igaming products now in effect - EGR Global
AGCO's ban on athletes advertising igaming products now in effect  EGR Global

Advertising the Fight Against Antisemitism - Jewish Journal
Advertising the Fight Against Antisemitism  Jewish Journal

Lindenwood's Advertising Students travel to Kansas City to compete in the National Student Advertising Competition - Lindenlink
Lindenwood's Advertising Students travel to Kansas City to compete in the National Student Advertising Competition  Lindenlink

HOAX: These Facebook posts advertising jobs at Naivas Supermarket chain are fraudulent - PesaCheck
HOAX: These Facebook posts advertising jobs at Naivas Supermarket chain are fraudulent  PesaCheck

Owning Your Crown: The Importance of Celebrating Black Hair in Advertising - Adweek
Owning Your Crown: The Importance of Celebrating Black Hair in Advertising  Adweek

Intuit Violates FTC Act with Deceptive TurboTax Advertising - JD Supra
Intuit Violates FTC Act with Deceptive TurboTax Advertising  JD Supra

Anstrex Unveils Revolutionary TikTok Ad Intelligence Product for E-commerce and Mobile App Advertisers - News Channel Nebraska
Anstrex Unveils Revolutionary TikTok Ad Intelligence Product for E-commerce and Mobile App Advertisers  News Channel Nebraska

PGA TOUR joins Coalition for Responsible Sports Betting Advertising - PGA TOUR
PGA TOUR joins Coalition for Responsible Sports Betting Advertising  PGA TOUR

NEW COUNTY AUDIT SAYS TDC INCREASED ADVERTISING BUDGET TO $36M WITH NO EXPLANATION - Florida Keys Weekly
NEW COUNTY AUDIT SAYS TDC INCREASED ADVERTISING BUDGET TO $36M WITH NO EXPLANATION  Florida Keys Weekly

Advertising & Public Relations Database - DeSmog
Advertising & Public Relations Database  DeSmog

Wieden+Kennedy axes 20% in Portland - More About Advertising
Wieden+Kennedy axes 20% in Portland  More About Advertising

OUR LOCAL TEAM: It's been an honour to help businesses grow through advertising - NotlLocal.com
OUR LOCAL TEAM: It's been an honour to help businesses grow through advertising  NotlLocal.com

Federal Court orders Google to surrender records to government investigation of advertising dominance 'harm' - National Post
Federal Court orders Google to surrender records to government investigation of advertising dominance 'harm'  National Post

Briefing: Publishers Allege Google Advertising Tools Deprived Them of Income - The Information
Briefing: Publishers Allege Google Advertising Tools Deprived Them of Income  The Information

Locafy Announces Partnership Agreement with diDNA to Enhance Digital Property Portfolio with Leading Advertising ... - GlobeNewswire
Locafy Announces Partnership Agreement with diDNA to Enhance Digital Property Portfolio with Leading Advertising ...  GlobeNewswire

How much do Georgian politicians spend on social media advertising? A study by ISFED - JAMnews
How much do Georgian politicians spend on social media advertising? A study by ISFED  JAMnews

Telegram to Launch Advertising Platform Using TON Blockchain - Cryptonews
Telegram to Launch Advertising Platform Using TON Blockchain  Cryptonews

New Study Looks at Travelers' Perceptions of Airport Advertising - Branding in Asia Magazine
New Study Looks at Travelers' Perceptions of Airport Advertising  Branding in Asia Magazine

Advertisers Are On Edge, But IAS Is In Fine Fettle - AdExchanger
Advertisers Are On Edge, But IAS Is In Fine Fettle  AdExchanger

Techint Labs Achieves B Corp Certification, Pioneering Sustainable Digital Advertising - BNN Breaking
Techint Labs Achieves B Corp Certification, Pioneering Sustainable Digital Advertising  BNN Breaking

The 2024 Connected TV report - The Trade Desk
The 2024 Connected TV report  The Trade Desk

American Advertising Federation's 2024 Class of Most Promising Multicultural Students | LBBOnline - Little Black Book - LBBonline
American Advertising Federation's 2024 Class of Most Promising Multicultural Students | LBBOnline  Little Black Book - LBBonline

Digital Advertising & Publishing Industries' Annual Crossover Event: Launch Ceremony of The 6th "HK Digital ... - Macau Business
Digital Advertising & Publishing Industries' Annual Crossover Event: Launch Ceremony of The 6th "HK Digital ...  Macau Business

Downtown Perham business owner starts guerilla advertising campaign to grow customer base for town - Perham Focus
Downtown Perham business owner starts guerilla advertising campaign to grow customer base for town  Perham Focus

Russia's parliament approves bill banning advertising on websites of 'foreign agents' - Reuters
Russia's parliament approves bill banning advertising on websites of 'foreign agents'  Reuters

AI Replaces Keywords, Gives Advertising Insight Into Black Box Data 02/28/2024 - MediaPost Communications
AI Replaces Keywords, Gives Advertising Insight Into Black Box Data 02/28/2024  MediaPost Communications

American Advertising Federation's Most Promising Multicultural Student Program | LBBOnline - Little Black Book - LBBonline
American Advertising Federation's Most Promising Multicultural Student Program | LBBOnline  Little Black Book - LBBonline

Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video) - MediaVillage
Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video)  MediaVillage

Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience - PR Newswire
Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience  PR Newswire

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

In-Game Advertising Market Size, Revenue, Growth Statistics, Trends Analysis, Forecast 2024-2032 - EIN News
In-Game Advertising Market Size, Revenue, Growth Statistics, Trends Analysis, Forecast 2024-2032  EIN News

‘We’re being set up to fail’: New York cannabis advertising restrictions pummeling dispensaries - syracuse.com
‘We’re being set up to fail’: New York cannabis advertising restrictions pummeling dispensaries  syracuse.com

KMP invests in AI computer vision and consumer engagement advertising platform SmartRetail - TNGlobal - TechNode Global
KMP invests in AI computer vision and consumer engagement advertising platform SmartRetail - TNGlobal  TechNode Global

Don't fear the new: Taking calculated risks in advertising - Fast Company
Don't fear the new: Taking calculated risks in advertising  Fast Company

Sky reviews giant media account at WPP’s EssenceMediacom - More About Advertising
Sky reviews giant media account at WPP’s EssenceMediacom  More About Advertising

HP says cyber criminals use advertising tools for hacking - The Jerusalem Post
HP says cyber criminals use advertising tools for hacking  The Jerusalem Post

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

Price Transparency Bill passes CO Committee - KKCO
Price Transparency Bill passes CO Committee  KKCO

Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month - Digiday
Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month  Digiday

Revolutionizing Advertising: Dr. Aaron Andalman Unveils AI-Driven Inclusivity at Cognitiv - BNN Breaking
Revolutionizing Advertising: Dr. Aaron Andalman Unveils AI-Driven Inclusivity at Cognitiv  BNN Breaking

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

Digital advertising: key updates for businesses (February 2024) - Lexology
Digital advertising: key updates for businesses (February 2024)  Lexology

Things are about to get weird – why advertisers should embrace humour and surrealism - Creativebrief
Things are about to get weird – why advertisers should embrace humour and surrealism  Creativebrief

Campaign Chemistry: The New York Times Advertising global chief advertising officer Joy Robins - Campaign US
Campaign Chemistry: The New York Times Advertising global chief advertising officer Joy Robins  Campaign US

DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability - MarTech Series
DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability  MarTech Series

New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ... - Chronicle-Tribune
New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ...  Chronicle-Tribune

Amazon Prime incluirá publicidad limitada en series y películas - ELSATE.com (English)
Amazon Prime incluirá publicidad limitada en series y películas  ELSATE.com (English)

Etherscan's $26m revenue is all from advertising - Tech in Asia
Etherscan's $26m revenue is all from advertising  Tech in Asia

How advertising can accelerate a sustainable economy - PoliticsHome
How advertising can accelerate a sustainable economy  PoliticsHome

ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines - Coeur d'Alene Press
ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines  Coeur d'Alene Press

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Madhive Launches Local CTV Market For Political Advertising - Next TV
Madhive Launches Local CTV Market For Political Advertising  Next TV

Kentucky Statewide Classified Advertising - The Falmouth Outlook
Kentucky Statewide Classified Advertising  The Falmouth Outlook

Committee of Advertising Practice to crack down on vape advertising - Convenience Store
Committee of Advertising Practice to crack down on vape advertising  Convenience Store

PGA Tour signs up to Coalition for Responsible Sports Betting Advertising - EGR Global
PGA Tour signs up to Coalition for Responsible Sports Betting Advertising  EGR Global

DoubleVerify Unmasks CTV Ad Fraud Scheme, CycloneBot - MarTech Series
DoubleVerify Unmasks CTV Ad Fraud Scheme, CycloneBot  MarTech Series

EU consumers challenge Meta paid service as privacy 'smokescreen' - RFI English
EU consumers challenge Meta paid service as privacy 'smokescreen'  RFI English

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin - WIRED
How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin  WIRED

My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing - Digiday
My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing  Digiday

Ritz Is Facing A Lawsuit Over False Advertising Of ‘Real Cheese’ Filling Of Their Crackers: It’s ‘Not Cheese’ - SheFinds
Ritz Is Facing A Lawsuit Over False Advertising Of ‘Real Cheese’ Filling Of Their Crackers: It’s ‘Not Cheese’  SheFinds

Eastpak dresses new global campaign in cosplay - More About Advertising
Eastpak dresses new global campaign in cosplay  More About Advertising

Alkimi Revolutionizes Digital Advertising with Decentralized Exchange, Slashing Fees to 3-5% - BNN Breaking
Alkimi Revolutionizes Digital Advertising with Decentralized Exchange, Slashing Fees to 3-5%  BNN Breaking

AGCO introduces ban on athletes in Ontario igaming advertising - Focus Gaming News
AGCO introduces ban on athletes in Ontario igaming advertising  Focus Gaming News

Atturo Tires launches national advertising TV campaign - Tire Business
Atturo Tires launches national advertising TV campaign  Tire Business

Inuvo Now Provides Advertisers the Ability to Measure Performance of Netflix Ad Campaigns Across Programmatic ... - Yahoo Finance
Inuvo Now Provides Advertisers the Ability to Measure Performance of Netflix Ad Campaigns Across Programmatic ...  Yahoo Finance

Fox employs Madhive's new local CTV political ad marketplace - StreamTV Insider
Fox employs Madhive's new local CTV political ad marketplace  StreamTV Insider

Podcast 66: Online advertising - how publishers can survive a tsunami of change - Press Gazette
Podcast 66: Online advertising - how publishers can survive a tsunami of change  Press Gazette

2024 is a huge year for political advertising. What does that mean for other advertisers? - Insider Intelligence
2024 is a huge year for political advertising. What does that mean for other advertisers?  Insider Intelligence

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

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