We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
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:email@example.com
Stop Burying Digital Advertising
Inside Higher Ed (blog)
There is power in closely aligning digital (as well as social) advertising with traditional marketing efforts. To me, there is an obvious place for digital advertising in the marketing mix, but do we need to scrape the bottom of the supply-side barrel ...
Obamacare: Death By A Thousand Advertising Cuts
Obamacare is still the law of the land, but the Trump administration and Republicans in Congress are determined to undermine the law in the hope it will cease to function. One of the strategies is to cut advertising funding for ACA insurance plans. If ...
Apple Could Become a Multibillion-Dollar Ad Business - Barron's
Apple could repeat the success Amazon.com has recently seen, though perhaps on a smaller scale.
SEC FORM 4 - SEC.gov
SEC FORM 4 - SEC.gov
Apple Advertising: Their Next Multi-Billion Dollar Business?
Senior Analyst at Berstein, Toni Sacconaghi, released a note today predicting that Apple's advertising business will be worth billions by 2020. Similar to Amazon, Apple is incrementally focusing on expanding adverting opportunities, especially within ...
Lisbon Tech International Advertising Festival Now Open for Entries
Branding in Asia Magazine
... the Lisbon Tech International Advertising Festival, a spin-off of the Lisbon International Advertising Festival. This new festival is exclusively focused on Digital, Innovation, and Technology. “This new spin-off of the Lisbon Advertising Festival ...
InMobi Acquires US Based Advertising and Data Company, Pinsight Media
InMobi, a global provider of enterprise platforms for marketers, announced the acquisition of Pinsight Media, the mobile data and advertising company formerly wholly owned by Sprint. This all-stock deal is part of a broader strategic partnership ...
14 Ways Print Advertising Can Provide New Audience Potential For Your Company
Print advertising is not dead. In fact, some people prefer print to digital. According to a study by MarketingSherpa, when asked which advertising channels they trust most when making a purchasing decision, 82% of respondents said they trusted print ...
Advertising Litigator Holly Melton Joins Crowell & Moring as Partner in New York
PR Newswire (press release)
NEW YORK, Oct. 22, 2018 /PRNewswire/ -- Crowell & Moring LLP is pleased to announce the addition of advertising lawyer Holly A. Melton to its New York office as a partner. A seasoned litigator with nearly 20 years of experience, Melton will be a key ...
The Fashion Law (blog)
Netflix Is Being Accused of "False Advertising," Racism Over its Personalized Imagery
The Fashion Law (blog)
“With a catalog spanning thousands of titles and a diverse member base spanning over 137 million accounts [in over 190 countries], recommending the titles that are just right for each member is crucial,” according to Netflix. In order to not only ...
We are Social Media (press release) (blog)
Facebook Is Testing Multi-Brands Advertising Units
We are Social Media (press release) (blog)
Facebook has started testing a new ad product that showcases multiple brands in one single advertising unit. Facebook is running out of ad space in the News Feed and it seems the company is currently testing a solution to this problem by allowing ...
ADVERTISING RELATED ARTICLES:
What Colors Make Your Services Most Attractive?
This information is based on the principles of Laws of Attraction, Law of Allowing and Law of Deliberate Creation. And the Universal Laws of Energy (like attract likes) proven by Quantum Physics.
Successful Print Advertising Designs
Do you often see print advertisements outdoors, as much as you see Web advertisements when you surf through the Web? I'm pretty sure that you have entirely different views and reactions upon seeing and actually taking notice to these two different kinds of advertising. The differences may vary in their use of color, typefaces, and space.
How To Write Kick-Ass, Profit Pulling Adverts For Your Business?
Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'..
Placemat Ad Advertising
Starting a placemat ad business can create more business for you; free advertising and income all while helping other local small businesses advertise their business all at a reasonable price. This is an idea not new by any means, but it can prove to be very profitable to you if done right.
Advertising on a Budget -- Part 2: Thinking Small
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.
Electronic Score Boards
Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out. Different type of sports including athletics, track cycling, running events, street cycling and mountain bike, swimming, synchronized swimming, diving as well as inline skating, water polo, ball spots, motor sports, alpine skiing, cross country and biathlon are some of the areas where Electronic score boards perfect fits solutions for.
Fax Advertising : Hitting Your Target Immediately
In the business of marketing and advertising, it used to be that companies that wanted to get the word out quickly to key customers on a new development would rely on email with follow-up phone calls. But with the new technologies available in fax broadcasting, fax advertising has taken over as the advertising medium of choice when it comes to contacting your customers at the speed of light.
The Importance of Your Business Card
What are you trying to say with you business card?We have talked about collecting other people's business cards and also about how they are often tough to differentiate from one another. These are things you should avoid for your own business card.
Business Plan Appeal - Five Rules For Writing Attention Grabbing Headlines
The success of a business plan stands or falls on its ability to get potential investors to take a moment to read it. Nothing works better for doing this than well-written headlines designed to interrupt and engage investors.
Imprinted Promotional Items - Their Many Marketing Applications
There are many uses for promotional items. This means that they are just not used as freebies for a grand opening special.
Why People Fail in Mail Order
Mail order is a very complicated business. Every phase must beplanned, analyzed and tested.
Using Flyers to Advertise Your Online Business
Using flyers is one commonly overlooked method of advertising offline. Flyers are extremely easy to create.
7 Tips for Better Ads
The content of advertising is basically the same no matter what the media. It is good and it works, or it is bad.
What Makes A Winning Online Ad?
Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need".
Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?
Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question.
Science of Advertising and How to Benefit From It
It is very important to realize that persons buy from you. It is the mind at other end of the internet who will decide a sale from you.
Boost Headline Believability With Specifics
Don't use vague generalities in your headlines. Be as specific as possible.
The Motivational Triggers That Make People Buy
In order to sell more products and service, you need master customers' mind. Put youself into customers' shoes and think what customers want.
A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!
FACT: Most people don't spend anywhere near enough time on creating a strong, compelling headline.Which is why many copywriting experts.
10 Tips to Use Giveaways Effectively
Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market