My Top 3 Advertising Tips

The content of advertising is basically the same no matter what the media. It is good and it works, or it is stinks and doesn't work.

Here are the my 3 tips for better ads; newspaper, radio, billboards, cable, Yellow Pages. Anything with your name on it.

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

Stay Out of It
No matter how hard the ad rep pushes, don't cave in to the temptation to be in the ad. Your mug shot in the paper, or voice on the radio, or (YUK) you standing in front of the store in a cable commercial, does not sell anything but your ego. Stay out of it and use the extra time to sell benefits.

Be Consistent
Use the same look and feel in all your ads. Coordinate so the message is the same everywhere. Every ad builds on your business brand image, don't change the concept because YOU are getting tired of it. The exposure level with potential customers is much less than with you.

Mike, I just wonder if there are times when the person is part of the branding.

By the way, who are your clients? Who does an advertising expert work with or for?

Mike.... I created a directional media print advertisement for a client that had him shaking someones hand stating "where a handshake still means something"...... it was in a category where most of the competitors where using pricing Gimmicks and the industry as a whole is seen as a crooked business....... do you disagree with this idea. I assume so based off your opinion of putting the business owner in advertisements.

your feedback is appreciated.

Mike, I agree to a point on the appearance of the owner in an ad.

It can really go both ways, depending on the reputation and the occupation of the owner.

If the owner is known in the community, his or her appearance can generate trust in the product or company. I know an owner who has commercials done for his company, which has over 1500 stores. He leaked out that he sneaks in the background of every commercial - thus making the consumer pay more attention because they are trying to see when and where he will show up (usually a working in the background).

If Joe owns a pest control business and his slogan is "Call Joe, he will make them go away" - the appearance of Joe is vital because it provides to the consumer a person that will "make them go away"

Just a few thoughts.

"...don't cave in to the temptation to be in the ad." A very famous print ad, Maxwell Sackheim's Do You Make These Mistakes In English ran for 40 years. The picture didn't seem to hurt sales (knowing Max Sackheim, I'm sure he tested advertising without the picture - I'm aware of other notable print advertising that successfully ran with a picture).

In general, test.

I will start selling insurance in July and really don't know how to go about it. I would appreciate any advice on good ways to advertise and prospect.

Damien Clark

Quote:

Originally Posted by Damien Clark

I will start selling insurance in July and really don't know how to go about it. I would appreciate any advice on good ways to advertise and prospect.

Damien Clark

Damien, I would start a separate post so that others can readily find iy and advise you.

	#1
BIG Mike	My Top 3 Advertising Tips The content of advertising is basically the same no matter what the media. It is good and it works, or it is stinks and doesn't work. Here are the my 3 tips for better ads; newspaper, radio, billboards, cable, Yellow Pages. Anything with your name on it. Sell Benefits not Features Lure them to your business with a promise of a great benefit. "Brushless Car Wash" is a feature "Cleaner than new in two minutes" is a benefit. Once you get the customer in the door you can brag about the features of your product or company, Stay Out of It No matter how hard the ad rep pushes, don't cave in to the temptation to be in the ad. Your mug shot in the paper, or voice on the radio, or (YUK) you standing in front of the store in a cable commercial, does not sell anything but your ego. Stay out of it and use the extra time to sell benefits. Be Consistent Use the same look and feel in all your ads. Coordinate so the message is the same everywhere. Every ad builds on your business brand image, don't change the concept because YOU are getting tired of it. The exposure level with potential customers is much less than with you. __________________ BIG Mike McDaniel is the Small Business Advertising Expert. Get BIG Ideas for Small Business newsletter at http://bigideasgroup.com/html/sign_ups.html Find hundreds of small business articles at http://SmallBusinessAdvertisingArticles.com

	#2
rlabston	Mike, I just wonder if there are times when the person is part of the branding. By the way, who are your clients? Who does an advertising expert work with or for?

	#3
ilovesuperpages.com	Mike.... I created a directional media print advertisement for a client that had him shaking someones hand stating "where a handshake still means something"...... it was in a category where most of the competitors where using pricing Gimmicks and the industry as a whole is seen as a crooked business....... do you disagree with this idea. I assume so based off your opinion of putting the business owner in advertisements. your feedback is appreciated.

	#4
Ed Callais	Mike, I agree to a point on the appearance of the owner in an ad. It can really go both ways, depending on the reputation and the occupation of the owner. If the owner is known in the community, his or her appearance can generate trust in the product or company. I know an owner who has commercials done for his company, which has over 1500 stores. He leaked out that he sneaks in the background of every commercial - thus making the consumer pay more attention because they are trying to see when and where he will show up (usually a working in the background). If Joe owns a pest control business and his slogan is "Call Joe, he will make them go away" - the appearance of Joe is vital because it provides to the consumer a person that will "make them go away" Just a few thoughts.

	#5
Wonderboy	Print advertising "...don't cave in to the temptation to be in the ad." A very famous print ad, Maxwell Sackheim's Do You Make These Mistakes In English ran for 40 years. The picture didn't seem to hurt sales (knowing Max Sackheim, I'm sure he tested advertising without the picture - I'm aware of other notable print advertising that successfully ran with a picture). In general, test.

	#6
Damien Clark	What are some good advertising ideas for selling insurance I will start selling insurance in July and really don't know how to go about it. I would appreciate any advice on good ways to advertise and prospect. Damien Clark

My Top 3 Advertising Tips

Advertising and Branding