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. Some TV ads are so clever people tend to remember the cleverness and forget the product.

Here are seven tips to help you create better ads. Better ads for Newspaper, Radio, Billboards, Cable, Yellow Pages, anything with your name on it.

1 It's Not About YOU.Sell the benefits. The benefits of coming toyourstore or doing business with you is whatthecustomer wants, They say "What's In It ForMe?"Your mug shot on a 40 foot billboardcan't answer that question.

2 Be ConsistentPick a theme and stick with it, in all yourprint, radio and TV ads. Pick a look and stickwith it. Every ad builds on your brand, don'tchange the concept because YOU are getting tiredof it. The exposure level with potentialcustomers is much less than with you.

3 Sell Benefits not Features. Once you get the customer in the door you can brag about the features of your product or company, but lure them there with a promise of a great benefit. "Brushless Car Wash" is a feature "Cleaner than new in two minutes" is a benefit.

4 Be Different.Check your Sunday paper to see how many ads lookalike. In the supermarket, most mustard is in ayellow package, most Ginger Ale has a greenlabel. In advertising sameness is suicide. Don'tlook like or sound like your competition.

5 Use a Great Headline"Jim's Locksmith Shop" at the top of an ad isNOT a powerful headline, or a good opening for aradio ad. "We can Pick ANY lock!" or "Lockedout? We Can Get You Back IN" are powerful andanswer WIIFM ("What's In It For Me?")

6 Make it Easy to Find YouThe best ads, in print and in the air aredirections, NOT address. Pay attention to adsyou see this week. "809 Main" doesn't say much,but "On Main Street Downtown across from thefirehouse" is a good as a map. Note: If youradvertising will cover several communities (mostdo) be sure to include your city or community.No need to use state. "On Main Street inDowntown Smallville across from the firehouse"

7 Avoid Phone NumbersWith the exception of Yellow Pages Advertising,where people are looking for telephone numbers,most folks don't carry a pad in the car or keeponenext to the TV to jot down numbers.Remember howhard it was to find something towrite with whenyou saw something on a TV newsshow that you really wanted to call about? Bythe time you found the pencil, it was gone.Same with advertising. Focus on getting themtoremember your benefits and your name. Phonenumbers are a big NoNo.

To have the best advertising, YOU must become the advertising expert. Advice from the person selling advertising is usually best only for the media being pitched and does not help you with the others. Become an astute observer of others who advertise and use the best elements you see.

For more about advertising from get my article "15 Tips for Better Yellow Pages Ads" Send a blank eMail to the MailTo:15TipsYP@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

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