Hit Them With Benefits

More about advertising from BIG Mike McDaniel

It makes no difference what media you use to advertise, the rules are the same. Benefits, benefits, benefits.

Advertise benefits and your advertising will be a success. Take a poll, they don't care about car dealers, banks or tire stores. All they care about is "What's in it for me?".

The fact that your dealership has been number one in the mid-region for 3 straight years is not advertising - it is bragging!

Explain what you have done for others. Tell what you can do for them. Remember the rule - it is always about them - not about you! Look at the advertising around you. Egads! Most of it is about the advertiser. Especially that 20 foot mug shot of the car dealer on the billboard.

Think benefits and you have a leg up on advertising that works, rather than advertising that gets the neighbors to say "Hey, I saw you on the billboard", or "..saw your picture in the paper again." Trust me, strangers won't mention your picture. And that giant billboard pic won't bring a sole through the door or get them to buy your product.

The reason you see so much bad advertising is that "ego" sells and the newspapers and billboard people know it. You even hear people who can't read stumbling through their own radio commercials. Three friends mention it and they think the advertising was a success and sign up for more.

You don't need a picture of your building, you need a description of what is inside and what it can do for me. Don't tell me you have the largest selection, or latest styles and colors. Tell me if you don't have it in stock you can get it overnight. Don't tell me you have 20 years' experience. Tell me you'll show up on time, smell good and fix my toilet, or I don't pay.

For more about advertising, get my article "What The Newspaper Ad Person Won't Tell You" Send blank email to my article-robot. [email protected]

Let the other guys flush their ad money with giant pictures of the staff, or TV commercials with the grand kids shouting a slogan. You concentrate on WIIFM, What's In It For Me, and your advertising will work harder for you.

©2005 BIG Mike McDaniel All Rights Reserved [email protected] BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]

In The News:

Tanya Dubash tops IMPACT's 50 Most Influential Women in Media, Marketing, Advertising list  Exchange4MediaFaye D'Souza, Shereen Bhan, Priya Nair and Sonali Dhawan among other toppers this year in the list of the industry's top women achievers.
Why Tech Companies Are at Fault for Poor-Quality Digital Advertising  AdweekAs low-quality ads clog the web and our feeds, brands have come under fire. The expectation is that they need to create better and more meaningful work, and ...
BE Exclusive: Creativity at test as FSSAI pushes new advertising norms  ETBrandEquity.comUnder the new proposed framework, food brands are prohibited to advertise or make claim undermining the products of other manufacturers.
Meet 5 Recruiters Shaking Up the Advertising Industry  AdweekRecruiters spend their time hunched over resumes and pouring over portfolios to make sure they find the perfect candidate for the company or the client they're ...
When It Comes to Advertising, Online Users Get It; Just Let Them Stay in the Driver's Seat  Business Wire80 percent of British online users recognize the role advertising plays in keeping the internet free, says new research from eyeo.
Two Top Medical Groups Call for Soda Taxes and Advertising Curbs on Sugary Drinks  The New York TimesTwo of the country's leading medical groups on Monday issued a call to arms against the soda industry, urging legislators and policymakers to embrace taxes, ...
Shilpa Kamath joins Network Advertising  afaqsShilpa Kamath joins Network Advertising as Senior Vice-President, Client Services. Shilpa comes with an experience of over 18 years of leading the ...
Top Digital Advertising Trends For 2019-Alex Khan  BW BusinessworldAlex Khan - This year will see exponential growth in advertising revenues from augmented reality apps as immersive computing continues to transform online ...
How Mexican advertising featuring rich white people perpetuates racism and classism  The Conversation - UKMexican advertising often portrays that to be white is to be rich, while to be dark is to be poor.
'TV and online advertising to converge'  BusinessCloudCEO of company which handles majority of the UK's TV ads outlines plans for London firm following rebrand.
Advertising stereotypes of women just won't cut it anymore  gulfnews.comIn fact, the entire industry could do with a welcome dose of realism.
On the Adweek Podcast: Being a Woman in Advertising and Media  AdweekIn honor of Women's History Month, we brought together a group of Adweek ladies to talk about what it's really like to be a woman in the media industry. On this ...
No Advertising, As Apple Announces New Video Subscription Service  AdExchangerApple entered the streaming and original *content* space with a flourish at a special upfront-like event in Cupertino on Monday. But while Oprah was there, ...
Advertising for Japan's casinos to be limited to international arrival areas at travel hubs  The Japan TimesThe government decided Tuesday it will allow casino advertisements to be displayed only in international arrival areas of air and sea terminals that are used by ...
Advanced Advertising: Great Content Means Advertisers Have to Up Their Game  Broadcasting & CableJust as the *content* side of the business enjoys the peak TV era, marketers aim for the same level of performance with their ads. Julie Sterling, director of ...
Advertising Technology Leader Adam Heimlich Named President of Parsec Media  MarTech SeriesParsec Media, the mobile ad network with advanced ad formats and cost-per-second metrics, is expanding its leadership team by adding media trailblazer Adam ...
Online now nearly half of global advertising spend: Zenith  Which-50Online advertising spend is creeping slowly but surely towards the 50 per cent mark of total global ad spend, according to the latest forecasts by Zenith. It is now ...
Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices Course (Boston , United States - May 29-30, 2019)  BenzingaDUBLIN, March 26, 2019 /PRNewswire/ -- The "Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices" training ...
Market View: Can You Prove Advertising Sells Anything?  Food ProcessingAdvertising: Is it an expense or an investment? Marketing expert John Stanton talks about advertising and its importance toward brand equity.
APL Apollo sponsors team Delhi Capitals, hires Crayons Network for advertising  afaqsAPL Apollo Tubes, producer of ERW steel pipes and sections in India has announced sponsoring team Delhi Capitals this IPL season. As a part of team ...
Top Accenture Interactive exec reveals strategy to disrupt advertising  Business InsiderAnatoly Roytman said he planned to create full-*service* capabilities with each acquisition, from technology and marketing to design and creative.
Upper Funnel Advertising: How to Use Display & Video Ads to Boost Awareness  Search Engine JournalLearn the common advertising tactics used to target customers at the top of the purchase funnel and build awareness of your brand, product, or *service* .
Adobe: 5 big predictions for digital advertising  Business InsiderA new report from Adobe outlines the past 25 years of digital advertising and predicts future change in programmatic TV and more ad-tech consolidation.
The Pitch: Advertising and marketing news for 3.26.19  RichmondBizSenseRocket Pop Media is handling branding and marketing for two of SNP Properties' holdings: a block of buildings between 5 and 27 W. Broad St. branded as The ...
Head of Advertising job, Johannesburg  Bizcommunity.comMakro is searching for a Head Advertising that is HUNGRY, HUMBLE, ENGAGED, AND SMART AND FOLLOWS THROUGH.
‘With evolving consumer demand, role of advertising has altered dynamically’  BusinessLineChanging consumer patterns have advertisers worried. With consumers being in control of the media they consume and how they consume it, advertisers are ...
United States Healthcare Advertising Market Report 2019: Trends, Share, Size, Growth, Opportunity and Forecasts 2018-2024  GlobeNewswireDublin, March 25, 2019 (GLOBE NEWSWIRE) -- The "US Healthcare Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast ...
Major Australian Telco Taps Marketing Evolution to Drive World-Class Advertising Capabilities  Business WireOptus, the second largest telecommunications company in Australia and wholly owned subsidiary of Singtel, one of the leading telecommunications compan.
Milan fashion houses are hitting the wrong advertising note | Opinion  McClatchy Washington BureauMilan fashion houses are finding that their dramatic styles and remarkable statements are looking threadbare. A recent Gucci advertisement for a blackface tunic ...
In 2020, Native Advertising will be More Programmatic and Mobile - but Less Social  Social Media TodayA report, recently published by eMarketer, presents its predictions by juxtaposing 2018 numbers with 2020 estimates. It concludes that in 2020, native ...
Amazon's Next Move to Boost Its Advertising Business  Motley FoolThe e-commerce giant will ride the biggest trend in advertising in 2019.
Is In-App Advertising Safer For Brands? 03/26/2019  MediaPost CommunicationsAs the meaning of brand safety becomes more unclear with the onset of emerging technologies, industry experts like Scott Silverman, vice president and general ...
UK advertising powers ahead as exports hit £6.9bn  The DrumBritain's stature in international advertising has been given a boost following the publication of new figures indicating that total exports rose to £6.9bn in 2017.
Asia’s AnyMind pulls in another $8M and expands into outdoor advertising  TechCrunchAsia-focused marketing startup AnyMind Group has landed a further $8 million in funding to close out its Series B round and expand into new verticals.
WWE Is Advertising A Major WrestleMania Match That Hasn’t Yet Been Announced  UPROXXWWE sponsored an Instagram commercial for WrestleMania that may have spoiled a major match for the card.
JC Decaux and the City Melbourne in fight over Telstra payphone advertising  mUmBRELLA*The City of Melbourne is in a fight with JC Decaux and Telstra after the council claimed the companies' large format payphone ad displays could cost the.
Google fined €1.49bn by EU for advertising violations  The GuardianGoogle has been fined €1.5bn (£1.3bn) by the EU for abusing its monopoly in online advertising, bringing the total cost of punishments imposed on the search ...
Why Pinterest Is The Future Of Advertising 03/25/2019  MediaPost CommunicationsToday, while Google tries to discern your interest with all kinds of powerful and sneaky algorithms, Pinterest has a much more honest and transparent equation: ...
Addressable TV Is Creating New Advertising Capabilities...And They Are Not Going Away  ForbesFor anyone interested in the future of advertising, the capabilities of connected television (CTV) cannot be ignored. CTV is defined by ad software provider ...
Will advertisers ever learn from YouTube advertising scandals?  EconsultancyContinued YouTube scandals beg the question whether greater introspection on the part of advertisers is warranted when their ads appear next to problematic ...
Air New Zealand will go back to advertising on Facebook despite call for ban from ANZA  New Zealand HeraldAir New Zealand will continue to advertise on Facebook in spite of growing pressure from big advertisers to boycott the platform if changes to livestream policies ...
Pinterest seeks to woo advertisers and international users as IPO looms - PR Daily  PR DailyPinterest is aiming attract future stockholders by convincing marketing partners it can help them pin big profits with consumers. The visual social media platform ...
Amazon doubles down on TV advertising  Marketing WeekAmazon is now TV's third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
Purpose advertising: The best an ad can be?  Aljazeera.comAn insight into the world of advertising and the challenge of striking a balance between purpose and profit.
A Few Pioneering Women Every Advertising Industry Pro Should Know  ForbesAs we celebrate Women's History Month and continue to work toward a more equal playing field for women behind the scenes and depicted on-screen, here's a ...
Teikametrics adds hourly bidding optimization for Amazon advertising  Search Engine LandBoston-based Teikametrics announced the addition of an hourly bidding solution for Amazon advertisers using Teikametrics Flywheel campaign optimization ...
Advertising Week Europe Briefing: Audio’s coming of age  DigidayBoth the proliferation of smart speakers and the popularity of podcasts are pushing advertisers to think harder about audio. Advertisers are now seeing voice as ...
SheSays celebrates mums in advertising with card collection  CampaignLiveMother's Day cards were created by women from a variety of backgrounds.
How is Snapchat's Advertising Business Doing?  eMarketerSnapchat has been busy lately trying to woo marketers. While we predict that Snapchat will cross $1 billion in US net ad revenues in 2020, reaching this ...
Advertisements Disparaging Another Product As Bad And Unhealthy Not Permitted : Delhi HC [Read Order]  Live Law'The settled position in law is clear i.e. while puffery is permitted, disparagement and denigration is not'.
3 ways to lower your Amazon advertising ACoS  Search Engine LandAmazon's advertising revenue topped $10B in 2018, creeping up right behind Facebook and Google, as the third largest ad platform in the U.S. The analysts ...
Ad Fraud - the Biggest Setback in the Growth of Digital Advertising According to Mobvista  Outlook India(Eds: Disclaimer: The following press release comes to you under an arrangement with PR Newswire. takes no editorial responsibility for the same.) New Delhi ...
YouTube is targeting TV advertisers with this year’s upfront pitch  DigidayYouTube is focusing this year's upfront pitch on its most TV-like *content* in an effort to convince advertisers that it can compete with traditional TV.
ANALYSIS: The advertising strategy during the NSW election  AdNewsDr Andrew Hughes dives into the ads of the NSW election, explaining what worked and what didn't.
Swedish gambling associations slam “impossible” advertising curbs  EGR GlobalSweden's two largest gambling trade associations, the Swedish Gambling Association (SPER) and Swedish Trade Association for Online Gambling (BOS), have ...
Hardware Stores Find "True Value" In Hyper-Local Advertising  ForbesTrue Value Company is embracing a “marketing-as-a-*service*” model, offering hyper-local and highly targeted marketing to stores as part of a larger program to ...
Ad Fraud Biggest Setback in Growth of Digital Advertising: Mobvista  DATAQUESTMobvista is trying to produce the best practices for identifying and reporting ad fraud and leveraging technology like machine learning to fight fraud.
The show goes on for in-cinema advertising: Brands use power of big screen  Business StandardThe siren call of digital media had led many to believe that the era of in-cinema advertising was well and truly over. However, two reports launched in the course ...
Entercom faces FCC inquiry over political advertising  Philadelphia Business JournalA woman said Entercom stations overcharged her for ad buys when she ran for Congress last year. While no one can find someone with her name who actually ...
Govt indulging in surrogate advertising through Khadi India: CPI to EC  Business StandardThe CPI wrote to the Election Commission on Tuesday alleging that the government is indulging in "surrogate advertising" through institutions like Khadi India.
DuckDuckGo CEO testifies: Privacy legislation isn’t ‘anti-advertising’  Search Engine LandDuckDuckGo Founder and CEO Gabriel Weinberg testified Tuesday morning before the Senate Judiciary Committee on online privacy. The committee was ...
Beerbower Advertising & Marketing (BAM) Has Launched a Social Mission to Support Kiva - a Microfinance Nonprofit  PRNewswireAUSTIN, Texas, March 26, 2019 /PRNewswire/ -- Beerbower Advertising & Marketing (BAM), a women-led company founded by Kaci Beerbower and based in ...
Why Social Commerce Is Becoming ‘The Ultimate Form Of Advertising’ For CMOs—And What’s On The Horizon  ForbesThe blur between *content* and commerce intensifies, and social-media platforms are working overtime to create opportunities for brands to turn consumers' ...
The future of native advertising is mobile  The DrumNative advertising's ability to blend in with an end-user's *content* experience has made it extremely popular with brands. In fact, it's so popular that native made ...
Facebook Announces 'Facebook Showcase' Premium Video Advertising Option  Social Media TodayWhile Facebook's Watch platform hasn't yet become the traditional TV rival Facebook hoped it might, that hasn't slowed The Social Network's monetization plans ...
British advertising guru calls for Google and Facebook to be broken up  Daily MailSir John Hegarty – the man behind the famous 1980s Levi's laundrette advert said companies such as Google and Facebook must be strictly regulated as they ...
Seen and heard: Geo-tagging, elections boost out of home advertising  Business StandardOut of home (OOH) advertising may well count as a relic in the age of digital media. And yet, innovative repackaging coupled with data-driven usage and an ...
Is Content Marketing Advertising?  Social Media TodayThis seems like a simple question to answer, right? But the answer boils down to who you ask and how you define *content* marketing. Zara Curtis, Director of ...
Digital out-of-home advertising is fracturing into many channels  MarTech TodayDigital out-of-home advertising is evolving so far beyond just being video billboards that, like mobile, the channel category may soon split into multiple channels.
Government spending big on merchandise and advertising in lead up to federal election  Daily TelegraphThe Morrison government is spending 74000 a day on a taxpayer-funded advertising blitz to sell its spending on infrastructure projects around the country.
Facebook agrees to advertising overhaul to settle U.S. discrimination suits  Reuters(Reuters) - Facebook Inc has agreed to change its paid advertising platform as part of a wide-ranging settlement to prevent discriminatory and “harmful” ...
POSSIBLE SPOILER: WWE is advertising big match for Survivor Series  Wrestling NewsWith WrestleMania 35 less than two weeks away, WWE is wasting no time promoting another big event. WWE is set to release tickets for sale this Friday for the ...
Big Companies Freezing Their Advertising On YouTube Because Of Controversial Comments  ForbesThere's a large number of videos on YouTube available to literary everyone, featuring the likes of children, mostly girls under the age of 13, practising ...
Apple started its Special Event with a trippy ode to Apple ads  Fast CompanyHow do you introduce an event that you explicitly call a “Special Event”? It needs to be pretty damned special, right? For Monday's corporate mass *service* ...
Facebook political advertisements pick-up as elections draw near  Business StandardThe world's largest social media network's most recent disclosures show that the number of Facebook advertisements related to political issues or those of ...
Advertising Week Europe briefing: Broadcasters slowly unite against platform threats  DigidayAt Advertising Week Europe, it seems broadcasters may be showing a more collective front against platform threats.
You're being used to steal $50 billion in digital advertising  Fast CompanyA new report says digital ad fraud is bigger–and more sophisticated–than the industry is prepared to deal with.
New Zealand's biggest advertisers make global call for Facebook boycott  New Zealand HeraldNew Zealand's biggest advertisers have written a joint letter calling on the international advertising community to join its boycott of Facebook advertising.
Podcast advertising: how you can make the most of it  RaconteurIs this the future of influencer marketing? The best way to target millennials? Podcast advertising is a goldmine - if you get it right.
The definitive guide to what’s in and out at Advertising Week Europe 2019  DigidayAdvertising Week Europe is here and with it comes four days of panels, parties and networking. To preview all the comings and goings, Digiday has compiled a ...
TAM Media Research, Israeli firm develop digital advertising measurement tools  Economic TimesTAM Media Research, along with Israel-based business intelligence solution provider BI Science, has unveiled Digital AdEx, a *service* to monitor and provide ...
New Zealand shooting: Facebook faces advertising boycott over live-stream  CBS NewsTwo business associations in New Zealand say companies should stop advertising on Facebook after an anti-Islam terrorist used the platform to livestream his ...
Avengers: Endgame - AMC Theatres Advertising an Epic Runtime  CBRAMC Theatres and Fandango are reporting a runtime for Avengers: Endgame that's epically long.
Carphone Warehouse thwacked by UK Advertising watchdog for a Cyber Monday wobble  The RegisterUK phone-slinger The Carphone Warehouse has received a slap on the wrist from the Brit advertising watchdog after an offer proved a tad too popular.
Casino news | Denmark clamps down on gambling advertising  InterGameThe Danish Gambling Authority is to amend the Danish Gambling Act to limit the amount of marketing for gambling games, particularly toward children.
NBCUniversal, Sky team up to expand global advertising product  Reuters(Reuters) - Comcast Corp is pooling the advertising power of its NBCUniversal and British-based Sky units to better target viewers worldwide, it said on Monday, ...
MannKind - Afrezza Scripts Still Flat Despite Advertising  Seeking AlphaAfrezza scripts essentially flat week over week. MannKind 2019 advertising campaign has been active for 10 weeks. A request for more authorized shares at the ...
Snap to drug advertisers: We're the friendlier social network  CNBCTo win big pharmaceutical advertisers, Snap is positioning itself as a friendlier social network than Facebook and Twitter.
Facebook is going to stop letting advertisers target by race, gender, or age  MIT Technology ReviewThe firm spent $5 million yesterday settling three cases that claimed Facebook's practices allowed employers to illegally exclude women from being served ads ...
Re: No more infant formula advertising in The BMJ  The BMJThis comes across as an arbitrary, irrational and knee-jerk action. Why exactly have these adverts been banned? I agree that the use of formula milk should be ...
Advertising rules not broken as signs of spring election start popping up  CBC.caSigns of a spring election are popping up, literally, around the province. Big wooden billboards with nothing on them yet have been put up on many street ...
Tech Firm Plans to Transform Advertising on Facebook, YouTube and Twitter Via Blockchain  CointelegraphSponsored. Paying for the ultimate result of an advertising campaign, and not just impressions or clicks, has always been the dream of advertisers. There have ...
The Kraft Heinz Mess Is A Warning To Advertisers: You Can't Cost-Cut Your Way To Growth  ForbesThere's a limit to how much a company can cut, but top-line growth (driven by investment in advertising) is infinite, at least until a brand reaches 100% market ...
Advertising effectiveness vs. efficiency: what is important?  RaconteurFocusing on short-term wins has led to a growing efficiency bubble, leaving long-term advertising effectiveness by the wayside.
Digital advertising fraud ecosystem stirs up a $1.63-billion scam  Business StandardRead more about Digital advertising fraud ecosystem stirs up a $1.63-billion scam on Business Standard. Online deception threatens to jeopardise the digital ...
Airline apologises for 'inappropriate' advertisement on Brisbane buses  Sydney Morning HeraldAirline advertisements accused of “making light” of sexual exploitation in Thailand have been removed from all Brisbane City Council buses. A recent AirAsia ...
Advertisers say Facebook outage led to 'chaos' in buying  AdAge.comFacebook advertisers say the outage at the social network caused "chaos" in the market and cost them a whole day's work as they were frozen out of ads ...
Has the Native Advertising Market Matured?  eMarketerThe typical native display ad is mobile, social and purchased programmatically—and that's not expected to change over the next couple years, as the native ad ...
YouTube Facing Lawsuit That Alleges Toy Unboxing Videos Are “Abusive Advertising Practices” Aimed At Children  TubefilterA Brazilian lawsuit filed against YouTube's owner Google is raising questions about whether toy unboxing videos are manipulating kids — and whether similar ...

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More

Free Publicity With Dogs, Cats, and Rats

Here's a fascinating idea.. Having noticed that there always seemed... Read More

Advertising In The Local Press

There are three main reasons why I would hesitate when... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

Marketing Tips - Advertising

Typical methods of advertising-newspapers, radio and television are effective if... Read More

Tips On Writing a Successful Ad

When knowledge is based on truth it is powerful!When it... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

2005 Super Bowl Ads... Winners and Losers

Well, Super Bowl XXXIX is history. Too bad for the... Read More

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products... Read More

Is Advertising Art?

Oh Grand and Glorious Southern Guru, I am perplexed. What... Read More

Boost Headline Believability With Specifics

Don't use vague generalities in your headlines. Be as specific... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the... Read More

6 Ways To Get More Sales From Your Advertisement

To bring great sales success, a great advertising technique is... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

Create A Killer Brochure: 9 Steps to the Perfect Piece

If you are creating a brochure, make sure you follow... Read More

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs... Read More

Make Your Business Cards Work

What's the cheapest, most under-used marketing tool you have?The answer's... Read More

The SKINNY on Newspaper Advertising

The SKINNY on NewspapersUsing the paper is considered gospel by... Read More

5 Tips for Hot Yellow Pages Ads

Yellow Pages advertising is one of the most popular forms... Read More

Humor in Advertising

Many of the most memorable ad campaigns around tend to... Read More

5 Reasons Why Headlines Are Crucial To Your Website?s Success

Without a powerful headline, your message stands little chance of... Read More

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

Organizing Business Cards for Effective Contact Management

Now that you've had colorful new business cards printed, and... Read More