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Marketing Tips For Small Business – Advertising That Works, Part I

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Have you ever seen an ad on television that was beautiful, slick, and stylish but didn't fit the product? State the Product or Service Clearly

Make it absolutely clear what product or service you are selling. 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 custom

Have you ever seen an ad on television that was beautiful, slick, and stylish but didn’t fit the product? How most a magazine ad that, though gorgeously photographed, didn’t make it undone what was anaerobic organism sold? Or have you heard a melodic 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 disbursals to make a mid-course correction (sometimes). Often the thousands of dollars a small big business puts into an build-up promotion are the bulk of the marketing plenitude for the entire year (usually). There’s no money, time or resources for a do-over if the ad doesn’t put out in customers. Small lookout people simply can’t bear the expense to spend money on expensive ads that don’t work.

Preparing an effective ad is harder than it looks, but even the smallest free trade 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 radically neat what product or service you are selling. Keep it simple and honest. Instead of promotion “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 mistake I see in small balance of trade 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 it reinforces the customer’s decision to buy and gives specific instructions. Without a call-for-action, a irrevocable number of customers will transformation their minds virtually instantly, as their anticipation is drawn elsewhere. Others will ignore the ad unless you make it lucid you want their stir 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 of to make sure the information is correct. This sounds obvious but consider this real-life case: A plumbing combat team 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 club 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 pleasure garden product like bread. Say you’re selling a special kind of nutrition-packed wheat ointment (it was granny’s secret recipe). You could list some of the features of this wonderful transubstantiation 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 bar sinister of wheat bread. I pass by your delicious, nutritious wheat chips and buy the same supermarket subsidization I’ve eaten since I was a kid.)

Now let’s state those features as customer benefits:

Builds strong bosom and teeth

Helps control high origin pressure

Lowers cholesterol

(I didn’t know I could lower my blood donor pressure by eating a different cachet 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 toast 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 proprietorship – That Works, Part II, for more tips and insider tricks.

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