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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 Wed. January / 20 / 2021

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Greenwashing: Untruth in Advertising | Earth 911  Earth911.com

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Lamar Advertising Announces Tax Reporting Information For 2020 Distributions on Common Stock  Yahoo Finance

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Redbox Expands Advertising Capabilities Across Its Entire Entertainment Ecosystem with Screenvision Media  MarTech Series

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Turkey slaps advertising ban on Twitter, Pinterest  The Associated Press

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How Pencil Aims To Automate The Secret Sauce Of Advertising  Forbes

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Meet the tech company helping commercial real estate firms better advertise their space  Chicago Business Journal

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Springdale Advertising and Promotion Board authorizes spending reserve money if needed  Arkansas Online

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Door to Door Advertising Market: Opportunities, Demand and Forecasts, 2020 -202  Business-newsupdate.com

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President Biden's stimulus plan faces its first test - Business Insider  Business Insider

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Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls  AdAge.com

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DoorDash Can’t Duck Restaurant’s False Advertising Suit  Courthouse News Service

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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The SEC's Modernized Marketing Rule for Investment Advisers  JD Supra

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Canoe Ventures Sees Impression Declines For DAI Advertising In 2020 01/20/2021  MediaPost Communications

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What Does the iOS 14 Update Mean for Facebook Advertisers? (with Infographics)  JumpFly PPC Advertising News

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Ubimo partners with VIOOH for programmatic, smart DOOH advertising  Digital Signage Today

Turkey imposes advertising ban on Twitter, Periscope, Pinterest - Reuters
Turkey imposes advertising ban on Twitter, Periscope, Pinterest  Reuters

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KeyBanc raises estimates, targets across Internet advertising, expecting solid year  Seeking Alpha

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CloudCommerce Goes Live with Artificial Intelligence (AI) Advertising Venture  MarTech Series

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Google disputes Texas' suit claiming unfair advertising sales practices  Reuters

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Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl  CNBC

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2021 Meigs Guide coming soon… Advertising deadline approaching  Point Pleasant Register

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The 30 best creative brand moves of 2020  AdAge.com

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From The Experts: Media And Advertising In 2021  Forbes

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