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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 Thu. May / 06 / 2021

Bill banning marijuana advertising in Idaho passes Senate - KJZZ
Bill banning marijuana advertising in Idaho passes Senate  KJZZ

ViacomCBS beats quarterly revenue estimates on streaming, advertising boost - Reuters
ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters

The Future of Digital Out of Home Advertising - MarketScale
The Future of Digital Out of Home Advertising  MarketScale

Legislation would prohibit marijuana advertising in Idaho - Westport News
Legislation would prohibit marijuana advertising in Idaho  Westport News

Facebook pushes back advertising meetings after Oversight Board ruling - Business Insider
Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

Introducing Programmatic Job Advertising - Staffing Industry Analysts
Introducing Programmatic Job Advertising  Staffing Industry Analysts

Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat - vegconomist - the vegan business magazine - vegconomist - the vegan business magazine
Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat - vegconomist - the vegan business magazine  vegconomist - the vegan business magazine

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

Senate advances bill banning deceptive advertising by faith-based pregnancy centers - The CT Mirror
Senate advances bill banning deceptive advertising by faith-based pregnancy centers  The CT Mirror

Top Advantages of Digital Advertising for Small Businesses - CIOReview
Top Advantages of Digital Advertising for Small Businesses  CIOReview

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

Amazon Joins New Advertisers On The Q India - PRNewswire
Amazon Joins New Advertisers On The Q India  PRNewswire

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

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

Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars - PRNewswire
Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement - Lexology
Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement  Lexology

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

7 Advertising & Marketing Trends in Banking for 2021 - The Financial Brand
7 Advertising & Marketing Trends in Banking for 2021  The Financial Brand

How Artificial Intelligence Is Revolutionizing the Advertising Industry - BBN Times
How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - PRNewswire
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media - WFMZ Allentown
Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  WFMZ Allentown

Ad Campaign Duration: How Long Does Advertising Take to Work? - Business 2 Community
Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

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

Advertising Amid Chip Shortage-Induced Inventory Changes - Ward's Auto
Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising - Lexology
No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising  Lexology

BrandTotal CMO Survey Evaluates Advertising Creative Performance, Impact 05/04/2021 - MediaPost Communications
BrandTotal CMO Survey Evaluates Advertising Creative Performance, Impact 05/04/2021  MediaPost Communications

Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief - Search Engine Land
Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor - EHS Daily Advisor
Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

World Changing Ideas Awards 2021: Advertising Finalists and Honorable - Fast Company
World Changing Ideas Awards 2021: Advertising Finalists and Honorable  Fast Company

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

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

Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels | NewsChannel 3-12 - KEYT
Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels | NewsChannel 3-12  KEYT

TVB Statement on Advertising to Mother's Day Shoppers - GlobeNewswire
TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

UM School of Journalism and New Media IMC team wins second place in student advertising competition - Ole Miss News
UM School of Journalism and New Media IMC team wins second place in student advertising competition  Ole Miss News

YouTube's linked TV advertising will be more shoppable thanks to a new update - Digital Information World
YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC - AdExchanger
Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

ICYMI: Maryland's Digital Advertising Tax | Fox Rothschild LLP - JDSupra - JD Supra
ICYMI: Maryland's Digital Advertising Tax | Fox Rothschild LLP - JDSupra  JD Supra

The Future Of Advertising In Video Games With Adverty’s Niklas Bakos - AList
The Future Of Advertising In Video Games With Adverty’s Niklas Bakos  AList

Teachers honored in new billboard campaign from Lamar Advertising - 13WHAM-TV
Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

Is Brand Relevant for Businesses That Don't Advertise? - BBN Times
Is Brand Relevant for Businesses That Don't Advertise?  BBN Times

How to Make Money with Scoreboard Advertising - Campus Rec Magazine
How to Make Money with Scoreboard Advertising  Campus Rec Magazine

3 advantages of printed signage and advertising for driving traffic back to the store - Marketing Dive
3 advantages of printed signage and advertising for driving traffic back to the store  Marketing Dive

Admix In-Play Advertising Verified for the First Time by IAS - PRNewswire
Admix In-Play Advertising Verified for the First Time by IAS  PRNewswire

Ogilvy names advertising president for China | Advertising - Campaign Asia
Ogilvy names advertising president for China | Advertising  Campaign Asia

Facebook Postpones Meetings With Advertisers on Trump Ban Decision - Business Insider
Facebook Postpones Meetings With Advertisers on Trump Ban Decision  Business Insider

Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising - Yahoo Finance
Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued - Yahoo Finance
Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued  Yahoo Finance

Morgan Stanley Raises Lamar Advertising (NASDAQ:LAMR) Price Target to $115.00 - MarketBeat
Morgan Stanley Raises Lamar Advertising (NASDAQ:LAMR) Price Target to $115.00  MarketBeat

Hot Topics In Advertising – Pricing And Environmental Claims (Video) - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Hot Topics In Advertising – Pricing And Environmental Claims (Video) - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Andi Foster joins newspaper staff as advertising consultant - The Light and Champion
Andi Foster joins newspaper staff as advertising consultant  The Light and Champion

After Advertising Error, PA Legislature Moves To Bring Amendment Process In-House - LevittownNow.com
After Advertising Error, PA Legislature Moves To Bring Amendment Process In-House  LevittownNow.com

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

Frequent CTV Ad Scams Risk Spooking Advertisers - Variety
Frequent CTV Ad Scams Risk Spooking Advertisers  Variety

The Pitch: Advertising and marketing news for 4.27.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.27.21  RichmondBizSense

With advertising spending back, here’s why WPP is an economic-recovery play - MarketWatch
With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

ITV confident advertising will get a kick out of summer hits - The Times
ITV confident advertising will get a kick out of summer hits  The Times

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

Pa. House forms panel to investigate botched effort to advertise constitutional amendment - Pittsburgh Post-Gazette
Pa. House forms panel to investigate botched effort to advertise constitutional amendment  Pittsburgh Post-Gazette

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

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

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

What Are The Two Most Powerful Words In Advertising? “Call Now” - MarTech Series
What Are The Two Most Powerful Words In Advertising? “Call Now”  MarTech Series

Advertisement For Bids | Legal Announcements | dothaneagle.com - Dothan Eagle
Advertisement For Bids | Legal Announcements | dothaneagle.com  Dothan Eagle

WarnerMedia Advertising Sales Leadership: Turner, Warner Bros, HBO Max - Business Insider
WarnerMedia Advertising Sales Leadership: Turner, Warner Bros, HBO Max  Business Insider

With ads like these, does Tucker Carlson benefit Fox News? - Los Angeles Times
With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

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

2020/2021 IAB Internet Advertising Revenue Report - IAB
2020/2021 IAB Internet Advertising Revenue Report  IAB

3 Reasons Netflix Should Get Into Advertising - Motley Fool
3 Reasons Netflix Should Get Into Advertising  Motley Fool

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Garcia Lopez graduates with experience as an advertising and branding creative - WKU News
Garcia Lopez graduates with experience as an advertising and branding creative  WKU News

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

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

Job Opening - Apply Now | The Spinal Column - Spinal Column Online
Job Opening - Apply Now | The Spinal Column  Spinal Column Online

MOBIUS INTERACTIVE TO ADVERTISE ON NATIONAL TV IN BRAZIL FOR ALL SOUTH AMERICAN FIFA WORLD CUP SOCCER QUALIFIERS - Yahoo Finance
MOBIUS INTERACTIVE TO ADVERTISE ON NATIONAL TV IN BRAZIL FOR ALL SOUTH AMERICAN FIFA WORLD CUP SOCCER QUALIFIERS  Yahoo Finance

Disney and ad-tech firms agree to privacy changes for children’s apps. - The New York Times
Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging - S&P Global
Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

Leaked Facebook memo reveals how advertisers will be impacted following iOS 14.5 release - 9to5Mac
Leaked Facebook memo reveals how advertisers will be impacted following iOS 14.5 release  9to5Mac

Media and Advertising Community to Host "Advancing Diversity Week" September 20-23 - PRNewswire
Media and Advertising Community to Host "Advancing Diversity Week" September 20-23  PRNewswire

Amazon's Share Of Digital Advertising Grows; Roku To Debut Brand-Sponsored Vids - AdExchanger
Amazon's Share Of Digital Advertising Grows; Roku To Debut Brand-Sponsored Vids  AdExchanger

Apple to boost ads business as iPhone changes hurt Facebook - Financial Times
Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

Opinion: Don't ban 'surveillance' advertising. Fix it. - AdAge.com
Opinion: Don't ban 'surveillance' advertising. Fix it.  AdAge.com

Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest - CNBC
Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

3 Ways to Earn Money with Advertising - BBN Times
3 Ways to Earn Money with Advertising  BBN Times

In-Game Advertising Went Mainstream in 2020 as Pandemic Powered - MarTech Series
In-Game Advertising Went Mainstream in 2020 as Pandemic Powered  MarTech Series

Advertima and Posterscope Partner to Create Data- and Audience-Driven Advertising - MarTech Series
Advertima and Posterscope Partner to Create Data- and Audience-Driven Advertising  MarTech Series

Amazon Surpasses 10% of U.S. Digital Ad Market Share - The Wall Street Journal
Amazon Surpasses 10% of U.S. Digital Ad Market Share  The Wall Street Journal

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

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