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

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? -rlabston

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. thmbp2; -ilovesuperpages.com

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. -Ed Callais

"...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. -Wonderboy

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 Clark

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

I have sold television advertising for a long time and I totally disagree with the "My Top 3 Advertising Tips". I have seen many, many TV ads work and work well with the owner on the commercial and do you want to know why? People know the owner is not a hired actor. They know he is the real deal and yes he is part of the branding his business. -MPrince

That actually makes a lot of sense... we had a cars salesman here Dave Ford, Cutter and others who were part of there ad's... same for real estate... same for a guy here lex brodie tires... who also "branded" a saying "Thank you very much" so much so that there is now an award for civic service in his honor of the same... "Thank You Very Much Award".

Aloha... Tom :cool: -rattus58

Damien

I appologize for not having replied to your post and I appologize for some others giving you the brush off. This forum was created for sales training first no matter what thread you are on. So, here is what I would do if I were in your position; the first thing you have to do of course is get as much product knowledge as possible so that you are comfortable talking about your product with anyone and then talk to everyone; if you go into a convenience store leave a business card. When you have lunch leave a business card. Get involved with your local Chambers of Commerce and go to their luncheons and business after hours or anything else they may have going on. Get involved iwth your community!

As for your advertising; I need to know what kind of budget you will have, what kind of insurance you will be offering, what demographic you are going to be selling to, etc. Then I can give you advice on how best to advertise. -MPrince

Thanks for the advice. I think the picture in the ad has been overused, e.g. the real estate market, well at least out here in California. -cstjuste

I absolutely agree with this. Personalizing ads with the owner's presence, particularly for small businesses, can be highly effective. -Gary A Boye

[quote=Ed Callais;20352]Mike, I agree to a point on the appearance of the owner in an ad.

I think with todays technological advances and advertising capabilities, people are aware that any Tom, Dick or Harry could put together an attractive ad. The question people ask themselves is whether the person/company behind the ad can be trusted? Perhaps a picture could help with those suspicions? -RyanC

Whether an commercial is done in a professional studio, or done in Tom, Dick or Harry's basement, as long as it is a good Ad, with a call to action it doesn't matter. All a commercial is suppose to do is raise awareness with a "Call to Action". It is suppose to get folks in the door. It is then up to the business to create trust with their business dealings. at least that is my opinion. -MPrince

I would agree to have the owner in a small business in their advertisement is very beneficial to the company and branding that company. Here is the issue I have with the local advertising on TV, radio they are cheesy and corny and not natural. I am not sure if the owner is choosing the ad due to it being cute or funny in their mind. We were involved in one such advertisement where the ad sales person fed on the ego instead of what should have been good for the company.

Therein lays the problem of discovering a good advertising specialist that will put the company’s interest ahead of the greed to gain the advertisement monies. What would you suggest as criteria to choose the right advertising person?
-rich34232

Ask them to put away their rate sheets and demographic statistics momentarily and discuss the ad person's credentials and core beliefs about advertising. And ask the history about how the core beliefs developed. -Gary A Boye

It is up to the sales person to be the liaison between the client and the creative department. It is often necessary for the sales person to be part of the creative process. Having worked for a local Fox affiliate I realized early on it was up to me to make sure my clients commercials were creative and professional. The creative team will only give you what you expect from them. -MPrince

Not to ditch on advertising however giving the client what they expect when they are not the professional sounds kind of hocus pocus. I may want cute and funny to thank our current clients for doing business and spark interest in new clients and if cute and funny rarely delivers this I must be informed and a new call to action discovered. I find my clients expectations are limited due to not understanding or knowing what is available to him or her. This is the responsibility of the sales rep and is not industry specific.

Gary I am not sure if the owner asked him about core beliefs and that is a terrific question to ask. I do however know he asked about his experience with television and advertising. That was the reason we did the TV advertisement. We listened to his suggestions and now in hindsight we would never make the same mistake.

With what Martha has stated I think we would definitely take more time and do more research when we are approached again to do television.

Thanks for responding and that is a major reason I like posting here. It produces results. Thanks.
　
　
-rich34232

Again...I am the professional. It is up to me to make sure my client knows what options are available to him/her, help them come to a decision on what they want. Then, it is my job to make sure that happens. If I can't do that then why am I being paid? Putting together an advertising campaign is more than just taking your clients money. -MPrince

Know your competitors. Knowing everything about your competitors including ad strategies is just as important as knowing everything about your own business. Be consistant in your ad message and style including business cards, letterhead, envelopes, invoices, signs and banners. -amuthanjrv