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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. November / 21 / 2019

Google to Limit Who Can Be Targeted by Political Advertising - TIME
  1. Google to Limit Who Can Be Targeted by Political Advertising  TIME
  2. Google restricted ad targeting for political ads  Vox.com
  3. Google Restricts Political Advertising On Its Platform  Yahoo Finance
  4. Google is taking the middle ground between Facebook and Twitter on political advertising  CNBC
  5. View full coverage on Google News

Digital advertising is not the dot com bubble, improper attribution is - Marketing Land
Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

3 Auctions Rule Digital Advertising. Here's A Guide To Navigating Them - AdExchanger
3 Auctions Rule Digital Advertising. Here's A Guide To Navigating Them  AdExchanger

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

To help ward off Amazon, CPG advertisers are seeking data relationships with retailers - Digiday
To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

The Rundown: We've always hated advertising - Digiday
The Rundown: We've always hated advertising  Digiday

Mispadu: Advertisement for a discounted Unhappy Meal - We Live Security
Mispadu: Advertisement for a discounted Unhappy Meal  We Live Security

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

Millions Are Being Poured Into An Advertising Push For Propositions CC And DD Before The Election - Colorado Public Radio
Millions Are Being Poured Into An Advertising Push For Propositions CC And DD Before The Election  Colorado Public Radio

The SEC brings its adviser advertising rules into the internet age - InvestmentNews
The SEC brings its adviser advertising rules into the internet age  InvestmentNews

Quibi Sells Out $150M In Launch-Year Advertising Inventory - Deadline
Quibi Sells Out $150M In Launch-Year Advertising Inventory  Deadline

Advertisers emerge as buyers for ad tech - Digiday
Advertisers emerge as buyers for ad tech  Digiday

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Learn Digital Advertising Essentials and Stay Ahead of the Game - Entrepreneur
Learn Digital Advertising Essentials and Stay Ahead of the Game  Entrepreneur

Behind Apple's 'Slow-Roll' Marketing Push for Its New Streaming Service - The New York Times
Behind Apple's 'Slow-Roll' Marketing Push for Its New Streaming Service  The New York Times

I worked on political ads at Facebook. They profit by manipulating us. - The Washington Post
I worked on political ads at Facebook. They profit by manipulating us.  The Washington Post

General Election 2019: Facebook takes down 'political' advertising - BBC News
General Election 2019: Facebook takes down 'political' advertising  BBC News

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss - Business Insider
Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss  Business Insider

GroupM To Advertisers: The Next New Thing May Be Outdoor, Radio & Print 11/04/2019 - MediaPost Communications
GroupM To Advertisers: The Next New Thing May Be Outdoor, Radio & Print 11/04/2019  MediaPost Communications

Netflix 'n' spills: How the streaming wars could hurt advertisers, consumers and platforms - AdAge.com
Netflix 'n' spills: How the streaming wars could hurt advertisers, consumers and platforms  AdAge.com

The fight against discriminatory financial ads on Facebook - Quartz
The fight against discriminatory financial ads on Facebook  Quartz

Don’t abolish political ads on social media. Stop microtargeting. - The Washington Post
Don’t abolish political ads on social media. Stop microtargeting.  The Washington Post

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

Microsoft Advertising unveils interface redesign - Search Engine Land
Microsoft Advertising unveils interface redesign  Search Engine Land

Do advertisements on the side of vans and trucks violate Vermont billboard ban? - Burlington Free Press
Do advertisements on the side of vans and trucks violate Vermont billboard ban?  Burlington Free Press

Goodbye Halloween, Hello Christmas Advertising! - Inside Edition
Goodbye Halloween, Hello Christmas Advertising!  Inside Edition

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

TikTok's national security test could also test advertisers - AdAge.com
TikTok's national security test could also test advertisers  AdAge.com

Site ranks best, worst stores for Black Friday based off their advertisements - WFSB
Site ranks best, worst stores for Black Friday based off their advertisements  WFSB

How top health websites are sharing sensitive data with advertisers - Financial Times
How top health websites are sharing sensitive data with advertisers  Financial Times

If You're Still Advertising on Billboards, It's Time to Reevaluate - Business 2 Community
If You're Still Advertising on Billboards, It's Time to Reevaluate  Business 2 Community

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

‘Digital is the testbed’: Why the 2020 election is focused on online advertising - Digiday
‘Digital is the testbed’: Why the 2020 election is focused on online advertising  Digiday

Former VP of advertising for Rite Aid sentenced in vendor kick-back scheme - WPMT FOX 43
Former VP of advertising for Rite Aid sentenced in vendor kick-back scheme  WPMT FOX 43

Bravo Fans Get First Taste of Pepsi Champagne as NBCU Lures Madison Ave. to New Events - Variety
Bravo Fans Get First Taste of Pepsi Champagne as NBCU Lures Madison Ave. to New Events  Variety

Brave 1.0 browser review: Browse faster and safer while ticking off advertisers - CNET
Brave 1.0 browser review: Browse faster and safer while ticking off advertisers  CNET

Snapchat’s new ad format lets advertisers extend 6-second non-skippable ads - Marketing Land
Snapchat’s new ad format lets advertisers extend 6-second non-skippable ads  Marketing Land

Inside Facebook’s bid to woo TV advertisers - Digiday
Inside Facebook’s bid to woo TV advertisers  Digiday

Christian Dad Lashes Out After Kid Brings Home Flyer Advertising Free Condoms - Friendly Atheist - Patheos
Christian Dad Lashes Out After Kid Brings Home Flyer Advertising Free Condoms  Friendly Atheist - Patheos

Lawmaker Probes Facebook Advertisement Ban of Anti-China News Site - Washington Free Beacon
Lawmaker Probes Facebook Advertisement Ban of Anti-China News Site  Washington Free Beacon

Farmers Insurance Pulls Million-Dollar Ad Campaign With G/O Media After Editorial Staff Raises Hell - The Daily Beast
Farmers Insurance Pulls Million-Dollar Ad Campaign With G/O Media After Editorial Staff Raises Hell  The Daily Beast

Target reveals ‘biggest’ Black Friday advertisement ever, featuring thousands of deals - Boston News, Weather, Sports | WHDH 7News
Target reveals ‘biggest’ Black Friday advertisement ever, featuring thousands of deals  Boston News, Weather, Sports | WHDH 7News

A Reality Check On Advertising Relevancy And Personalization - Forbes
A Reality Check On Advertising Relevancy And Personalization  Forbes

Digital Advertising Trends To Watch In 2019 And Beyond - Forbes
Digital Advertising Trends To Watch In 2019 And Beyond  Forbes

Amazon is turning advertising into its next huge business — here's how - CNBC
Amazon is turning advertising into its next huge business — here's how  CNBC

When A Recession Comes, Don't Stop Advertising - Forbes
When A Recession Comes, Don't Stop Advertising  Forbes

The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider
The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products  Business Insider

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

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