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Ads Don't Sell - People Do !


More about advertising by BIG Mike McDaniel

Advertising is not a substitute for good sales technique and superb customer service. Inserting an ad in a handy newspaper to call attention to a line of goods will not sell those goods unless you can back it up with intelligent, well directed sales efforts in the store. Sales technique and service must follow advertising and unless it does advertising is a failure.

The function of advertising is to bring prospective buyers into the store; nothing more. How you advertise, how much you advertise and where you advertise, can all contribute to advertising's success or failure. Assuming you do an adequate job of promoting your products through advertising, the visitors will come. Your job, then, is to convert them to customers.

When the visitors arrive, everyone in your employ must be ready for the task. Any enthusiasm created by your marketing efforts will cool quickly if greeted by sour faces and dour attitudes within the store, or worse, expecting the customer to crawl under the counter or up a ladder to get what was advertised.

Some merchants believe a "test" of advertising is to hide the item promoted and make the customer ask. If no one inquires, advertising obviously doesn't work. People are basically shy and will not ask, fearing they didn't hear or read the ad correctly, since the item is not prominently displayed. Rather than risk the embarrassment of hearing "no, Stupid, we didn't advertise anything like that", they will leave the store, perhaps never to return. The first step to back up your advertising is to display the advertised products in a conspicuous location with signage supporting the ads. "Ah hah!.. this must be what we read about. Here it is!".

But NOT in the front window. For advertising to work, your visitors must be converted by your salespeople. If the advertised product is in the window, the visitor can make a decision not to explore further based on a quick first impression. At least give your salespeople a fighting chance to "one on one" with a prospective customer.

Don't blame the advertising if you can not convert visitors into customers. Or worse, if you run them off before anyone has a chance to convert them.

Everyone in the store should know the items being advertised and be able to explain or demonstrate them.

Question your advertising if there are no (or few) visitors. Question your sales efforts if there are visitors but no (or few) conversions into customers.

Advertising will pay handsome dividends when the service within the store is directed intelligently. Advertised goods should be displayed prominently and demonstrated easily by willing workers. Unless you can render such service, on a consistent basis, don't advertise. Sell out.

For more about advertising, get my article "Do Your Radio Ads Work?" [email protected] http://BIGIdeasGroup.com

©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 Wed. May / 12 / 2021

Beauty Brands Must Confront Colorism in Advertising - WWD
Beauty Brands Must Confront Colorism in Advertising  WWD

ADVERTISING: Advertorial — How to support liver and gallbladder health naturally - Coeur d'Alene Press
ADVERTISING: Advertorial — How to support liver and gallbladder health naturally  Coeur d'Alene Press

Here’s what Freakonomics gets wrong about advertising - The Next Web
Here’s what Freakonomics gets wrong about advertising  The Next Web

Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton - The Wall Street Journal
Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

Amazon files lawsuit to dismantle illegal advertising scheme targeting customers - Fox Business
Amazon files lawsuit to dismantle illegal advertising scheme targeting customers  Fox Business

Asia-Pacific Roundup: TGA consults on advertising code revamp - Regulatory Focus
Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

UPDATE 1-Domestic advertising sales lift Mediaset's Q1 operating profit - Reuters
UPDATE 1-Domestic advertising sales lift Mediaset's Q1 operating profit  Reuters

Apple's privacy change is already crushing advertisers - Business Insider
Apple's privacy change is already crushing advertisers  Business Insider

The bull case for advertising is back on | Advertising - Campaign Asia
The bull case for advertising is back on | Advertising  Campaign Asia

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising - ABA Banking Journal
Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising  ABA Banking Journal

How to Advertise in Newsletters: A Beginner's Guide (with Examples) - Search Engine Journal
How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

A century of all-American toy advertising in pictures - Wallpaper*
A century of all-American toy advertising in pictures  Wallpaper*

CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI) Advertising Solution - StreetInsider.com
CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI) Advertising Solution  StreetInsider.com

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

The Top 5 Questions Marketers Ask About CTV Advertising - AdExchanger
The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today - InteractiveTV Today [itvt]
TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today  InteractiveTV Today [itvt]

Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months - CBS Dallas / Fort Worth
Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months  CBS Dallas / Fort Worth

Invibes Advertising : 2021/2022 financial agenda. - GlobeNewswire
Invibes Advertising : 2021/2022 financial agenda.  GlobeNewswire

City of Framingham Advertising For Chief Assessor - framinghamsource.com
City of Framingham Advertising For Chief Assessor  framinghamsource.com

The evolution of advertising truth - The Gazette
The evolution of advertising truth  The Gazette

HFSS advertising ban looms despite industry opposition - More About Advertising
HFSS advertising ban looms despite industry opposition  More About Advertising

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

Truthify Receives Patent for Emotion-Optimized Advertising - Destination CRM
Truthify Receives Patent for Emotion-Optimized Advertising  Destination CRM

Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot - Genetic Literacy Project
Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot  Genetic Literacy Project

Healthcare Advertising Market Analysis, Company Profiles, Competitive Landscape and Key Regions Analysis Available Forecast to 2027 | Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi – The Manomet Current - The Manomet Current
Healthcare Advertising Market Analysis, Company Profiles, Competitive Landscape and Key Regions Analysis Available Forecast to 2027 | Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi – The Manomet Current  The Manomet Current

ADVERTISING: Advertorial — ENERGY DRINKS: Are they worth the risk - Coeur d'Alene Press
ADVERTISING: Advertorial — ENERGY DRINKS: Are they worth the risk  Coeur d'Alene Press

Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA) - PRNewswire
Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA)  PRNewswire

The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media - PRNewswire
SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

Best Stocks To Buy In May? 4 Advertising Stocks To Watch - Nasdaq
Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Nasdaq

Bret Perkins Discusses Southwind's Dealer Strategy and Consumer Advertising Plans - Floor Focus
Bret Perkins Discusses Southwind's Dealer Strategy and Consumer Advertising Plans  Floor Focus

BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising - Adweek
BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising  Adweek

Global In-App Advertising Market 2021 Industry Key Players, Trends, Sales, Supply, Demand, Analysis & Forecast to 2026 – The Manomet Current - The Manomet Current
Global In-App Advertising Market 2021 Industry Key Players, Trends, Sales, Supply, Demand, Analysis & Forecast to 2026 – The Manomet Current  The Manomet Current

Pinterest Launches New Overview of Its Advertising Process to Help - MarTech Series
Pinterest Launches New Overview of Its Advertising Process to Help  MarTech Series

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

Judge Recommends Lanham Act Litigant “Shake it Off” - JD Supra
Judge Recommends Lanham Act Litigant “Shake it Off”  JD Supra

Connected TV Advertising 2021: Prospects And Promises - Forbes
Connected TV Advertising 2021: Prospects And Promises  Forbes

The Pitch: Advertising and marketing news for 5.11.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

5 Working Mothers on Their Lives in Advertising During Covid - Muse by Clio
5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

Camp seeking new location after advertising entry only to unvaccinated children, staffers - News 12 Bronx
Camp seeking new location after advertising entry only to unvaccinated children, staffers  News 12 Bronx

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

PadSquad’s New CTO Offering for Engaging Video Advertising - Martechcube
PadSquad’s New CTO Offering for Engaging Video Advertising  Martechcube

Former executive of Facebook has been hired by Apple to build up its own advertising system - Digital Information World
Former executive of Facebook has been hired by Apple to build up its own advertising system  Digital Information World

Sleep Number Trademark, False Advertising Rulings Overturned (1) - Bloomberg Law
Sleep Number Trademark, False Advertising Rulings Overturned (1)  Bloomberg Law

For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners - KPVI News 6
For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners  KPVI News 6

Idaho Advances Bill to Ban Cannabis Advertising - Ganjapreneur
Idaho Advances Bill to Ban Cannabis Advertising  Ganjapreneur

DOJ Hiring Practices Investigation: Taboola Online Advertising - The National Law Review
DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising - ExchangeWire
VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising  ExchangeWire

Must-watch TV to fuel £1bn summer advertising bonanza - The Guardian
Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

Advertise Coin: A Token For The Content Artist & Advertisers Achieves The Soft-Cap! - MarTech Series
Advertise Coin: A Token For The Content Artist & Advertisers Achieves The Soft-Cap!  MarTech Series

Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts - PRNewswire
Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts  PRNewswire

More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS - OPEN MINDS
More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS  OPEN MINDS

IP : Mirriad Advertising plc - Results for the year ended 31 December 2020 - Marketscreener.com
IP : Mirriad Advertising plc - Results for the year ended 31 December 2020  Marketscreener.com

Global Blockchain in Media, Advertising, and Entertainment Market Expected To Reach Highest CAGR by 2026 : IBM, Microsoft, SAP, Accenture, AWS, etc. – Test & Measurement - Test & Measurement
Global Blockchain in Media, Advertising, and Entertainment Market Expected To Reach Highest CAGR by 2026 : IBM, Microsoft, SAP, Accenture, AWS, etc. – Test & Measurement  Test & Measurement

Fox News leans on 'uplifting content' to woo skeptical news advertisers - AdAge.com
Fox News leans on 'uplifting content' to woo skeptical news advertisers  AdAge.com

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

ADVERTISING: Advertorial — Spring arrivals II: The reds - Coeur d'Alene Press
ADVERTISING: Advertorial — Spring arrivals II: The reds  Coeur d'Alene Press

News, advertising earn 26 statewide awards for staff - Woodstock Independent
News, advertising earn 26 statewide awards for staff  Woodstock Independent

Sir John Hegarty on advertising's automated future - Creative Review
Sir John Hegarty on advertising's automated future  Creative Review

Potential bets start advertising on Facebook as 2022 campaign shifts to social media - ABS-CBN News
Potential bets start advertising on Facebook as 2022 campaign shifts to social media  ABS-CBN News

Linear TV has changed and editorial as advertising works, says Ticker’s Ahron Young - Mumbrella
Linear TV has changed and editorial as advertising works, says Ticker’s Ahron Young  Mumbrella

Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Native Advertising Explained—With Examples! - Business 2 Community
Native Advertising Explained—With Examples!  Business 2 Community

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

Model B has a new president heading its AI-based digital advertising efforts - Technical.ly DC
Model B has a new president heading its AI-based digital advertising efforts  Technical.ly DC

Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort - Yahoo Finance
Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort  Yahoo Finance

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

Ford Patents Tech to Annoy Drivers With In-Car Advertisements - Futurism
Ford Patents Tech to Annoy Drivers With In-Car Advertisements  Futurism

Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com - Business Wire
Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com  Business Wire

Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller - The Shotcaller
Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller  The Shotcaller

Experiential Advertising Agency Services Market growth, market size, share with top Major Key Player like Deutsch, Televerde, Ansira, Antianti, MDC Partners, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Experiential Advertising Agency Services Market growth, market size, share with top Major Key Player like Deutsch, Televerde, Ansira, Antianti, MDC Partners, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Affise Launches Attribution Chain Technology to Measure Advertising Results - MarTech Series
Affise Launches Attribution Chain Technology to Measure Advertising Results  MarTech Series

Apple users reject app tracking for advertising en masse - The Drum
Apple users reject app tracking for advertising en masse  The Drum

Xandr and TiVo announce CTV advertising partnership – Digital TV Europe - Digital TV Europe
Xandr and TiVo announce CTV advertising partnership – Digital TV Europe  Digital TV Europe

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

LevLane Advertising Appoints Nicole Landau as Chief Financial Officer - AiThority
LevLane Advertising Appoints Nicole Landau as Chief Financial Officer  AiThority

Three Major Digital Advertising Organizations Unite as SXM Media - Martechcube
Three Major Digital Advertising Organizations Unite as SXM Media  Martechcube

People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn? - Money
People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn?  Money

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

Advertising Agency Billing Software Market Global Production, Growth, Share, De - News By ReportsGO
Advertising Agency Billing Software Market Global Production, Growth, Share, De  News By ReportsGO

SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising - Sports Video Group
SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising  Sports Video Group

Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising - Barron's
Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising  Barron's

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

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

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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

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

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

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

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

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

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

AB InBev On Why Advertisers Are Starting To Act More Like Publishers - AdExchanger
AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

In-Vehicle Advertising to Fall Flat - Commerce Is The New Revenue Stream For Car Makers - PRNewswire
In-Vehicle Advertising to Fall Flat - Commerce Is The New Revenue Stream For Car Makers  PRNewswire

Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts - PRNewswire
Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans - HuffPost
CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans  HuffPost

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe - PRNewswire
Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

Facebook v Apple: The ad tracking row heats up - BBC News
Facebook v Apple: The ad tracking row heats up  BBC News

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