...to protect...to protect... the guilty, I guess. I found this ad on Craigslist today.
So, when you fork over 4-5 hundred dollars to buy an ad in this magazine, your ad will likely be created by someone who is getting paid in gift certificates!
I have to explain something that not every small business owner understands: The most important part of your ad, isn't where it's seen or heard, or even how many people are exposed to it. The most important part of any ad is what you say and how you say it.
If your ad doesn't reach out and grab the buyer, you've wasted your money. Period.
Now take a look at the nearest piece of media. Go ahead, I'll wait.
Start on page one and turn until you find an ad where the logo is small and the headline is big. Then see if the headline says anything other than "Our store is best."
(Things like "Unbeatable Prices" and "No One Undersells Us" are just another way of saying "Our store is Best").
How many pages did you have to go?
The ads you passed violate the most important rule in effective advertising: "Talk about the buyers needs, not the sellers."
And, unless they were in the magazine above, there's a pretty good chance they were created by ad designers who get paid cash money. "Professionals."
Imagine the expertise of someone who is getting paid in bowling certificates and movie passes.
Media only deserve to exist if they can do an effective job of (1) getting an audience and (2) converting that audience into buyers for the sponsors. If the owners of media don't understand those two requirements, they need to join the buggy whip manufacturers in the history books. Which is what is happening to a lot of ineffective media these days. Need help making your marketing dollars work harder? Give us a call. McColley Marketing Media. 480-258-4135.
So, when you fork over 4-5 hundred dollars to buy an ad in this magazine, your ad will likely be created by someone who is getting paid in gift certificates!
I have to explain something that not every small business owner understands: The most important part of your ad, isn't where it's seen or heard, or even how many people are exposed to it. The most important part of any ad is what you say and how you say it.
If your ad doesn't reach out and grab the buyer, you've wasted your money. Period.
Now take a look at the nearest piece of media. Go ahead, I'll wait.
Start on page one and turn until you find an ad where the logo is small and the headline is big. Then see if the headline says anything other than "Our store is best."
(Things like "Unbeatable Prices" and "No One Undersells Us" are just another way of saying "Our store is Best").
How many pages did you have to go?
The ads you passed violate the most important rule in effective advertising: "Talk about the buyers needs, not the sellers."
And, unless they were in the magazine above, there's a pretty good chance they were created by ad designers who get paid cash money. "Professionals."
Imagine the expertise of someone who is getting paid in bowling certificates and movie passes.
Media only deserve to exist if they can do an effective job of (1) getting an audience and (2) converting that audience into buyers for the sponsors. If the owners of media don't understand those two requirements, they need to join the buggy whip manufacturers in the history books. Which is what is happening to a lot of ineffective media these days. Need help making your marketing dollars work harder? Give us a call. McColley Marketing Media. 480-258-4135.
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