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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:[email protected]

©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 Tue. March / 02 / 2021

How to Start Creating the Change Advertising Needs - MarTech Series
How to Start Creating the Change Advertising Needs  MarTech Series

New Jersey Sues Smith & Wesson Over Its Gun Advertising - The New York Times
New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

Roku’s advertising ambitions just got even bigger with new Nielsen deal - The Verge
Roku’s advertising ambitions just got even bigger with new Nielsen deal  The Verge

Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium - Yahoo Finance
Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium  Yahoo Finance

What Maryland's Digital Advertising Tax Means for You - Lexology
What Maryland's Digital Advertising Tax Means for You  Lexology

Broadcasting tech swaps stadium ads for regional advertising - New Atlas
Broadcasting tech swaps stadium ads for regional advertising  New Atlas

ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans - ABA Banking Journal
ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

Maryland Passes Digital Advertising Tax, Now Being Challenged in Court - Lexology
Maryland Passes Digital Advertising Tax, Now Being Challenged in Court  Lexology

FTC asks five e-cigarette firms, including Juul, to turn over more sales and advertising data - CNBC
FTC asks five e-cigarette firms, including Juul, to turn over more sales and advertising data  CNBC

Carriers quarrel over 5G advertising - RCR Wireless News
Carriers quarrel over 5G advertising  RCR Wireless News

Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee - Milwaukee Business Journal
Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee  Milwaukee Business Journal

China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China - MarTech Series
China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China  MarTech Series

Targeted perimeter advertising for live TV broadcasts thanks to AI - Innovation Origins
Targeted perimeter advertising for live TV broadcasts thanks to AI  Innovation Origins

Texas sues power provider Griddy, alleging deceptive advertising and marketing | TheHill - The Hill
Texas sues power provider Griddy, alleging deceptive advertising and marketing | TheHill  The Hill

Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions - MarTech Series
Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions  MarTech Series

Aurora Mobile Partners with The Trade Desk to Provide Strong Support For Digital Advertising - MarTech Series
Aurora Mobile Partners with The Trade Desk to Provide Strong Support For Digital Advertising  MarTech Series

New age firms invest heavily in sports sponsorship, advertising - Mint
New age firms invest heavily in sports sponsorship, advertising  Mint

What is programmatic advertising and how does it work? - Kenosha News
What is programmatic advertising and how does it work?  Kenosha News

FTC issues orders to e-cigarette companies seeking sales, advertising data - KFGO News
FTC issues orders to e-cigarette companies seeking sales, advertising data  KFGO News

Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra - JD Supra
Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra  JD Supra

Cardlytics to Acquire Dosh to Bolster Digital Advertising Offering - GlobeNewswire
Cardlytics to Acquire Dosh to Bolster Digital Advertising Offering  GlobeNewswire

AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM - AiThority
AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM  AiThority

AC Students Earn American Advertising Awards — The Amarillo Pioneer - The Amarillo Pioneer
AC Students Earn American Advertising Awards — The Amarillo Pioneer  The Amarillo Pioneer

AC media students capture American Advertising Awards - KAMR - MyHighPlains.com
AC media students capture American Advertising Awards  KAMR - MyHighPlains.com

Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers - healthaffairs.org
Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers  healthaffairs.org

TV Advertising Is Usually Not Worth It - Kellogg Insight
TV Advertising Is Usually Not Worth It  Kellogg Insight

Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com - Business Wire
Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com  Business Wire

Advertising Inkjet Printers Market 2021 Precise Outlook – HP, Canon, Epson, Xerox, Ricoh – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Inkjet Printers Market 2021 Precise Outlook – HP, Canon, Epson, Xerox, Ricoh – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Infectious Advertising elevates Chirag Raheja to head of copy - ETBrandEquity.com
Infectious Advertising elevates Chirag Raheja to head of copy  ETBrandEquity.com

Digital Advertising Platforms Market 2021 Strategic Analysis, Growth Drivers, Industry Trends, Demand and Future Opportunities till 2026 |Amazon, Aol, Baidu, Facebook, Google, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Advertising Platforms Market 2021 Strategic Analysis, Growth Drivers, Industry Trends, Demand and Future Opportunities till 2026 |Amazon, Aol, Baidu, Facebook, Google, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cross Platform and Mobile Advertising Market 2021 New Innovations, Technology And Research – AOL, Apple, Facebook, Google, Microsoft, Flipkart – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Cross Platform and Mobile Advertising Market 2021 New Innovations, Technology And Research – AOL, Apple, Facebook, Google, Microsoft, Flipkart – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

CORRECTED-FTC issues orders to e-cigarette companies seeking sales, advertising data - Yahoo Finance
CORRECTED-FTC issues orders to e-cigarette companies seeking sales, advertising data  Yahoo Finance

Facebook Ad Campaign Promotes Personalized Advertising - The Wall Street Journal
Facebook Ad Campaign Promotes Personalized Advertising  The Wall Street Journal

Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters - Adweek
Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters  Adweek

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge - JD Supra
Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge  JD Supra

Klarna establishes Influencer Council after falling foul of advertising watchdog - Finextra
Klarna establishes Influencer Council after falling foul of advertising watchdog  Finextra

After Texas winter storm and outages, AG Ken Paxton sues Griddy for deceptive advertising - Fort Worth Star-Telegram
After Texas winter storm and outages, AG Ken Paxton sues Griddy for deceptive advertising  Fort Worth Star-Telegram

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

Walmart is looking for a new ad agency - Business Insider
Walmart is looking for a new ad agency  Business Insider

Does the advertising industry have a problem with modern slavery? - The Drum
Does the advertising industry have a problem with modern slavery?  The Drum

Fiscal Second Quarter 2021 Revenue Increases 90% and Includes Initial Advertising Contracts - Canada NewsWire
Fiscal Second Quarter 2021 Revenue Increases 90% and Includes Initial Advertising Contracts  Canada NewsWire

Women ad film makers: Is advertising unable to #ShareTheLoad? - ETBrandEquity.com
Women ad film makers: Is advertising unable to #ShareTheLoad?  ETBrandEquity.com

Navigating advertising landmines on the path to egg freezing - Genetic Literacy Project
Navigating advertising landmines on the path to egg freezing  Genetic Literacy Project

OVERNIGHT ENERGY: Texas sues power provider Griddy, alleging deceptive advertising and marketing | More states follow California's lead on vehicle emissions standards | Financial regulators home in on climate risks | TheHill - The Hill
OVERNIGHT ENERGY: Texas sues power provider Griddy, alleging deceptive advertising and marketing | More states follow California's lead on vehicle emissions standards | Financial regulators home in on climate risks | TheHill  The Hill

‘Insensitive and offensive’ Ryanair ad in breach of advertising standards - BreakingNews.ie
‘Insensitive and offensive’ Ryanair ad in breach of advertising standards  BreakingNews.ie

Black-owned Chicago advertising agency reflects on popular 70s TV commercials - WLS-TV
Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

Programmatic Display Advertising Market Forecast Revised in a New Market Research Store (MRS) Report as Coronavirus (COVID-19) Projected to Hold a Massive Impact on Sales in 2021 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Display Advertising Market Forecast Revised in a New Market Research Store (MRS) Report as Coronavirus (COVID-19) Projected to Hold a Massive Impact on Sales in 2021 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Search Engine Advertising to Hit $171.6B Worldwide in 2021 - Portada-online.com
Search Engine Advertising to Hit $171.6B Worldwide in 2021  Portada-online.com

Pinterest discusses advertising and why it's different - MobileMarketing Magazine
Pinterest discusses advertising and why it's different  MobileMarketing Magazine

Dissecting Daft Punk's influence on advertising 'Around the World': Opinion - AdAge.com
Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

DraftKings is reportedly eyeing sports betting acquisitions - Business Insider
DraftKings is reportedly eyeing sports betting acquisitions  Business Insider

Huskers take home 12 Nebraska advertising awards - Nebraska Today
Huskers take home 12 Nebraska advertising awards  Nebraska Today

Social Advertising Software Market Next Big Thing | Major Giants Marin Software, LinkedIn, Adobe - The Bisouv Network
Social Advertising Software Market Next Big Thing | Major Giants Marin Software, LinkedIn, Adobe  The Bisouv Network

Global Out-Of-Home Advertising Market Industry Share, Trends, Growth, Future Prospects, Forecast 2020 to 2026 - The Courier
Global Out-Of-Home Advertising Market Industry Share, Trends, Growth, Future Prospects, Forecast 2020 to 2026  The Courier

Cross-Channel Advertising Software Market Recent Development, Company Details, Business Overview, Analyst's Viewpoints & Forecast Study 2027 – The Bisouv Network - The Bisouv Network
Cross-Channel Advertising Software Market Recent Development, Company Details, Business Overview, Analyst's Viewpoints & Forecast Study 2027 – The Bisouv Network  The Bisouv Network

The Next Era of Digital Marketing: IBM Watson's Stipes on AI Advertising – Beet.TV - BeetTV
The Next Era of Digital Marketing: IBM Watson's Stipes on AI Advertising – Beet.TV  BeetTV

Out-of-Home (OOH) Advertising Market Expected to Deliver Dynamic Progression until 2027 – The Bisouv Network - The Bisouv Network
Out-of-Home (OOH) Advertising Market Expected to Deliver Dynamic Progression until 2027 – The Bisouv Network  The Bisouv Network

Advertising to Cardboard: COVID's Impact on Sponsorship Agreements in Sports - Sports Agent Blog
Advertising to Cardboard: COVID's Impact on Sponsorship Agreements in Sports  Sports Agent Blog

J. Scott Franks, charismatic advertising executive, dies at 68 - The Philadelphia Inquirer
J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

Native Advertising Market – Industry Analysis and Forecast (2019-2027) – by Type, Application, and Region – The Bisouv Network - The Bisouv Network
Native Advertising Market – Industry Analysis and Forecast (2019-2027) – by Type, Application, and Region – The Bisouv Network  The Bisouv Network

Aerial Advertising Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2021 – 2028 | Growth Strategies | Market Research Inc Report with Expert Review – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Aerial Advertising Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2021 – 2028 | Growth Strategies | Market Research Inc Report with Expert Review – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Social Networking Advertising Market (2021- 2027) – Facebook, LinkedIn, Google Edition, Twitter – The Bisouv Network - The Bisouv Network
Social Networking Advertising Market (2021- 2027) – Facebook, LinkedIn, Google Edition, Twitter – The Bisouv Network  The Bisouv Network

Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript - Motley Fool
Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

Cloud Advertising Market Growth Opportunities, Geographical Segmentation, By Top Companies – Hewlett-Packard Company, Dell Inc., Amazon Web Services, Cisco Systems Inc., Oracle Corporation, Adobe Corporation, Microsoft Corporation, IBM Corporation, Salesforce.com, Google Inc. - The Bisouv Network
Cloud Advertising Market Growth Opportunities, Geographical Segmentation, By Top Companies – Hewlett-Packard Company, Dell Inc., Amazon Web Services, Cisco Systems Inc., Oracle Corporation, Adobe Corporation, Microsoft Corporation, IBM Corporation, Salesforce.com, Google Inc.  The Bisouv Network

Diamond Balloon combines aerial digital advertising with high impact tourism attraction - InPark Magazine
Diamond Balloon combines aerial digital advertising with high impact tourism attraction  InPark Magazine

Spectacular Outdoor Advertising Market 2021 | Trends, Growth Demand, Opportunities & Forecast To 2027 – The Bisouv Network - The Bisouv Network
Spectacular Outdoor Advertising Market 2021 | Trends, Growth Demand, Opportunities & Forecast To 2027 – The Bisouv Network  The Bisouv Network

Walmart Connect Adds A Trio Of Partners With An Eye On Attracting Smaller Advertisers - AdExchanger
Walmart Connect Adds A Trio Of Partners With An Eye On Attracting Smaller Advertisers  AdExchanger

Reader wants Midland to do a better job of advertising Costco location - Midland Daily News
Reader wants Midland to do a better job of advertising Costco location  Midland Daily News

Motive trumps incentive advertising in persuading consumers - News - The University of Sydney
Motive trumps incentive advertising in persuading consumers  News - The University of Sydney

Case: False Advertising/Pleadings (5th Cir.) - Bloomberg Law
Case: False Advertising/Pleadings (5th Cir.)  Bloomberg Law

Experiential Advertising Agency Services Market Study Report (2021-2026), Competitive Analysis, Proposal Strategy, Potential Targets|Deutsch, Televerde, Ansira, Antianti, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Experiential Advertising Agency Services Market Study Report (2021-2026), Competitive Analysis, Proposal Strategy, Potential Targets|Deutsch, Televerde, Ansira, Antianti, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

'Orange Corn' company is showcased in GoDaddy advertising campaign - WISHTV.com
'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

Man Sentenced for Advertising Videos and Images of Children Being Sexually Abused - Department of Justice
Man Sentenced for Advertising Videos and Images of Children Being Sexually Abused  Department of Justice

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

Big Tech lobbying groups sue Maryland to stop country's first digital advertising tax - CNN
Big Tech lobbying groups sue Maryland to stop country's first digital advertising tax  CNN

What advertising's biggest industry events will look like in 2021 - AdAge.com
What advertising's biggest industry events will look like in 2021  AdAge.com

Walmart Buys Ad Tech to Chase Small-Business Advertisers - The Wall Street Journal
Walmart Buys Ad Tech to Chase Small-Business Advertisers  The Wall Street Journal

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Alphabet revenue up 23% as core advertising business shows strong growth - CNBC
Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost? - Bloomberg
Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

17 big advertisers that are looking for new agencies right now - Business Insider
17 big advertisers that are looking for new agencies right now  Business Insider

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

Public Schools Are the Best Advertisements for Homeschooling - Reason
Public Schools Are the Best Advertisements for Homeschooling  Reason

Which Brands Drove Super Bowl Advertising for Autos? - TVRev
Which Brands Drove Super Bowl Advertising for Autos?  TVRev

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times
Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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

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

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

What Big Tech’s scrutiny means for luxury advertising - Vogue Business
What Big Tech’s scrutiny means for luxury advertising  Vogue Business

The future of advertising: 9 things marketers should expect to see in a world of ad blockers - AdAge.com
The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads - NPR
Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic - Digiday
How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

2020: A Record Year for Political Advertising - Bowdoin News
2020: A Record Year for Political Advertising  Bowdoin News

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