Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that wasn't generating results for the owner of a Piano Tuning Business.

Here is the original ad:


A well tuned and adjusted piano is a beautiful instrument.
It is a joy to play and listen to.
Each string is raised slightly and then lowered
to the true pitch for the most stable tuning.
Yes, it is a better piano:
because it is well maintained, it will last longer, and
its value will actually increase.

For a better tuning please call:
Ray Meinhardt, Piano Technician

Although the heading was centered and bold, it wasn't an effective headline because it didn't catch the attention of the target market.

Regardless of how small your Ad is, it still must answer "What's In It For Me?" for your target market. In order to answer that question you must know how your service can solve their problem.

For our Piano Tuner, his target market is dealing with the following problems:

1. They have invested a lot of money into their piano and they want to keep it well maintained.

2. They use their piano for entertaining guests, and if it isn't properly tuned the resulting music will be embarrassing to them.

3. They want to get the most out of their investment, and feel that properly tuned pianos play better music. This also satisfies their need to have the best.

4. They want to increase the value of their investment.

Since the goal of the Ad is to generate response from prospects currently in need of a Piano Tuner, the Marketing Makeover is focused on catching their attention and getting them to call.

Here is the Ad Marketing Makeover:

"My Friends All Laughed When I Sat Down At My
Piano - Expecting To Hear Embarrassing Off Key Sounds...
But When I Began To Play, They Were Mesmerized
By The Beautiful Music"

Tune your embarrassing off keys into beautiful music
today by calling Ray Meinhardt, Piano Technician
at (218) 631-3451

Mention this Ad and receive our
FREE Perfect Melody Piano Package!
(includes a Precision Tune Piano Analysis)

The headline in the new Ad will still be bold and centered, but it now answers "What's In It For Me?" for prospects suffering from the embarrassment of an off key piano.

The new Ad now features an offer designed to generate greater response from prospects.

The Perfect Melody Piano Package will consist of marketing materials designed to position our Piano Tuner as an expert, and the only solution to the problems faced by his target market.

The Piano Analysis is the most important component of the package because it will get him in front of his prospects who have raised their hands and indicated a need for his services.

To convert more leads into sales, he can offer a special limited time introductory offer to prospects after completing the Piano Analysis.

Now that the Ad has a compelling headline and offer, it needs to be placed in publications read by piano owners. If placed in several publications at the same time, the results can be tracked by placing a special code at the bottom of the Ad for each publication.

Then the Ad can be removed from publications that are not producing results, and ran more frequently in publications that are producing results.

Once you have a winning Ad, get more mileage from it by using the marketing message in Flyers and Postcards, and other marketing materials.

When your Ad is on a winning streak it will not only pay for itself many times over, but it will also produce more profits so you can grow your business.

Copyright 2005 Black Unicorn Communications, Inc.
All Rights Reserved

Black Unicorn Communications helps Service Businesses attract more clients in less time.

Visit to receive our free Business Success Toolkit including the free course: 7 Steps To More Clients.

In The News:

A symphony of art and advertising  The New Indian ExpressArt director Jaison Antony's foray into the big world of advertising began quite early, to be precise when he was in class 9.
No TRP and no advertising is bigger than national interest: Kalli Purie  Exchange4MediaIndia Today Group bagged 19 awards in various categories at enba 2019.
Agency leaders in India on how the advertising landscape will evolve for them and their clients in 2019  The DrumIndia has become one of the most enticing consumer markets in the world in recent years and advertising agencies in the country have monetized on the market ...
Advertising with paramotor scares Civil Lines residents  The TribuneTribune News *Service*. Ludhiana, February 17. Around 3 pm, residents of Civil Lines, Ghumar Mandi, Ferozepur Road, were scared to hear loud chopper-like ...
No wine. No code. No playlist. Is Spotify's alcohol advertising tone deaf?  SBS NewsThere's been a long term push to ban alcohol advertising in Australian sport. Should the same scrutiny be applied to streaming platforms like Spotify?
Mediacorp 'radically restructures' advertising rate  Marketing InteractiveMediacorp said the restructured TV rate card has also been optimised for parity with digital media, resulting in potential savings of up to 80%.
Advertising is facing a historic shift. Can Australian media keep up?  CrikeyJust as Mad Men documented the historic shift in advertising from print to television, more prosaic figures released by ACMA late on Friday show the speed and ...
Advertising spend to grow by 14% to Rs 80,678 crore this year  Economic TimesThe advertising market is likely to grow at 14 percent to Rs 80,678 crore this year, the fastest growing market globally, driven by strong macroeconomic factors, ...
Coca-Cola takes lead in advertising by signing deals for IPL & World cup  Economic TimesCoca-Cola has taken a big lead over arch rival PepsiCo in advertising, having signed sponsorship deals for the upcoming IPL and World Cup.
How Paid Search Can Become a Top Advertising Strategy for Brands and Retailers  AdweekEven though retailers already spend the majority of their advertising budget in digital, 80 percent of their co-op funds have traditionally gone into non-digital ...
How to Get Millenials to Trust and Respond to Your Advertising  ForbesOne in six millennials have $100000 in savings. And if you want to attract the attention of this rather affluent, very large group of young consumers, you need to ...
Row over retrospective plans for sign advertising new housing development  Northumberland GazetteResidents and parish councillors are opposed to an advertisement for a new housing development in a north Northumberland village.
Princess Launches First International Advertising Campaign for Asia  Cruise Industry NewsPrincess Cruises has launched its first international advertising campaign developed and produced specifically for Asian markets, titled "Princessa.".
18000+ Android Apps Caught Violating Google’s Advertising ID Policies  Fossbytesn a recent report, it has been revealed that devices of millions of Android users around the world might have been compromised owing to popular apps sharing ...
Big brands like Unilever and Marriott are taking more of their advertising in-house than ever before, and a whole new cottage industry of companies is trying to cash in on the opportunity  Business InsiderAs more big brands take their advertising in-house, a new crop of companies is emerging to help them pull this off.
3 Ways Content Creators and Advertisers Can Build More Sustainable Relationships on Social  AdweekIt's no secret, the economics of online *content* has many publishers and creators relying solely on digital advertising as their single source of revenue. But digital ...
Big Drop In Advertising Giants Shares  ForbesWPP, Interpublic, Omnicom and Publicis Groupe are in a bit of a trouble. Their stocks have been affected and there is a significant drop in their share value.
MannKind - Scripts, Advertising, And Cash  Seeking AlphaAdvertising has slowed again. Afrezza scripts came in at less than 600. Cash sits at about $55 million.
Unified measurement system will help drive advertising growth: Madhusudan Gopalan, P&G  Exchange4MediaAt the unveiling of the Pitch Madison Advertising Report 2019, Gopalan, MD & CEO, P&G India listed out three important steps for the industry to ensure growth ...
Grocers aim to capture more advertising dollars from CPGs  Grocery DiveAmazon has one of the biggest advertising businesses in the retail sector and several retailers — including Kroger, Ahold Delhaize and Target — as well as ...
RAF advert that challenges sexist advertising to debut on Channel 4  The IndependentA Royal Air Force advert that challenges stereotypes about women is set to make its television debut, as new research reveals how sexism is rife in commercials.
UK broadcasters face advertising tipping point, new study finds  The GuardianBroadcasters are facing a tipping point in the next five years where a faster decline in traditional viewing will make TV campaigns too expensive to be ...
Tips to Help Advertisers Survive and Thrive in the Gig Economy  AdweekWe've all heard it: The rise of the gig economy is putting an end to the traditional job market. While there's no universally accepted definition of what a gig worker ...
18,000 Android Apps Track Users by Violating Advertising ID Policies  BleepingComputer18,000 Android apps with tens or hundreds of millions of installs on the Google Play Store have been found to violate Google's Play Store Advertising ID policy ...
'India Size' garments may hit the shelves soon  ETBrandEquity.comIn March, the government will launch an exercise to measure a group of people to prepare a comprehensive 'India Size' chart, which can be adopted by t..
Amazon Has a Big Advertising Business. Walmart Wants One Too  Gadgets 360Having watched build a massive advertising business, brick and mortar stores are looking to do the same.
Retailers, fashion brands struggle with racial insensitivity  ETBrandEquity.comRetailers and top fashion brands like Gucci and Prada keep apologizing for products that smack of racial insensitivity.
5 Facebook Advertising Hacks for your Health and Fitness Brand -- or Any Brand  EntrepreneurWe're now two months into the new year, and as a health and fitness ecommerce brand, we see continuing evidence that there's never been a better time to use ...
Comedian Helen Lederer reveals she cleaned up by advertising dishwasher tablets on TV  Daily MailComedian Helen Lederer says the best money decision she ever made was buying a property in North London when she was young. Lederer, author of comedy ...
The country advertising for 'moral' executioners  New Zealand HeraldA small island nation has made global headlines after advertising vacant positions for hangmen. The controversial job ads were featured in local papers in Sri ...
TV networks push for review of 'outdated' election blackout ad rules  Sydney Morning HeraldTelevision networks are pushing for an overhaul of contradictory rules that stop them from broadcasting political advertising days before an election, but don't ...
Google shows Pakistan flag when searched for 'toilet paper'  ETBrandEquity.comThe glitch on Google Search results was noticed a couple of days after the February 14 terror attack in Pulwama district.
Next on Netflix: Advertising?  eMarketerNetflix is still the king of streaming, but will its subscription-based model be able to sustain the business as cheaper, ad-supported platforms enter the streaming ...
Smart Advertising Transaction Token is the future of Advertising Transactions  TechBullionFor any business in the modern world, online advertisement is a crucial part. With a huge population of the world now using internet, they can be effectively ...
Coconut juice maker's advertising sparks breast size kerfuffle  Chinadaily USAThe market watchdog in Haikou, Hainan province, has launched an investigation into Coconut Palm Group, a beverage maker, for allegedly publishing illegal ...
Michael Cullen: 'Activist advertising must practice what it preaches or risk damage'  Independent.ieControversy can boost revenue but brand activism isn't for everyone and must be handled with care. Nike ads captured the zeitgeist with American footballer ...
Burger King’s Week of Being Misunderstood Just Ended With Advertising’s Best Reunion in Years  AdweekIf you thought Burger King's Super Bowl ad featuring Andy Warhol was “advertising for people who work in advertising,” then wait until you see this one. In a new ...
Why addressable TV advertising hasn't taken off: Analysis  Business InsiderAd buyers, sellers and measurement wonks agree TV advertising needs to modernize, but aren't sure how to do it.
Google: Still ‘early days’ for performance advertising on YouTube  Marketing LandDeveloping the advertising business on YouTube continues to be a huge focus for Google. On its fourth-quarter earnings call Monday, company executives said ...
CBS Shows Advertising Gains From OTT Platforms 02/18/2019  MediaPost CommunicationsCBS is currently showing stronger traditional TV advertising results, and says it has also gained in ad revenue from its OTT platforms CBS All Access and ...
Broward judge violated rules by advertising Democratic endorsement, commission says  Miami HeraldA Broward County Circuit Court judge violated Florida's Code of Judicial Conduct by revealing his party affiliation and advertising a Democratic group's ...
Amazon's Promising Advertising Growth Story  Seeking Inc. is making serious inroads in the global digital advertising business. Covering the expected growth of this lucrative market on a macro level. Ho.
In-game Advertising Market Revenue || Global Forecast to 2029  Financial StrategyThe report aims to provide an overview of Global In-game Advertising Market with detailed market segmentation by product/application and geography.
Taranaki Rugby advertising for forwards coach after Paul Tito's departure Rugby are looking for a new forwards coach after the departure of Paul Tito, who has taken up a role with Pau in France. An advert for his role was ...
Content marketing is 'not advertising', says IAG marketer  AdNews*Content* marketing is still massively misunderstood, including by people in senior roles, and could fill a gap left by dwindling community newspapers, says IAG ...
Idyllic ad-free world highly improbable  The AustralianI would say that the days of advertising as we know it today are numbered. We need to start thinking about a world with no ads.
Amazon Knows What You Buy. And It’s Building a Big Ad Business From It.  The New York TimesThe online retail giant is taking advantage of what it knows better than anyone: consumers' online shopping habits.
Jeff Bezos used to hate spending money on ads, but told employees in November he 'changed his mind'  CNBCAmazon used to reject the need for ad spending, but Jeff Bezos has changed his view and turned the company into a major advertiser.
Big brands are taking more of their advertising in-house than ever before, and a whole new cottage industry of  Business Insider IndiaChristian Alminana/Getty Images for Cannes LionsUnilever CMO Keith WeedAs more brands take their advertising in-house, a new wave of companies is ...
The case against behavioral advertising is stacking up  TechCrunchNo one likes being stalked around the Internet by adverts. It's the uneasy joke you can't enjoy laughing at. Yet vast people-profiling ad businesses have made ...
'Gingers deal with enough': The best complaints rubbished by the Advertising Standards Authority  NewshubFrom 'mangling' of the anthem to use of the word 'Techmas', here's what got our goat.
Marketers are Shifting Advertising Budgets to LinkedIn  Search Engine JournalMarketers are reportedly shifting advertising budgets away from platforms like Facebook and Twitter, and spending more on LinkedIn ads. According to a ...
Apple and Google waged an advertising duel at the Grammys: Monday Wake-Up Call  AdAge.comChildish Gambino starred in a Google ad that aired on CBS during the Grammys, while Ariana Grande was in an Apple ad.
CAP rolls out new rules to stop advertisers targeting gambling ads at children  The DrumThe Committees of Advertising Practice (CAP), which is responsible for writing the UK advertising codes administered by the Advertising Standards Authority ...
PICTURES: 'Ndinyengeiwo' Girl Attracts Advertising Appearances With Steward Bank, JanJam ⋆ Pindula News EcoCash to buy NetOne & Telecel airtime online. Tap here · WhatsApp · Tweet · Share94. Lorraine Guyo, popular for her Ndinyengeiwo video that went viral ...
Roundup: Equity in business workshop / Top advertising student / Chicken recall  Greater Baton Rouge Business ReportMovEBR business: Mayor Sharon Weston Broome will host a MoveEBR-focused Equity in Business seminar on Tuesday, from 5:30 to 7:30 p.m., at the Main ...
NHS England to ban GPs from advertising private services  The GuardianGPs are being banned from advertising private healthcare services in their surgeries and from allowing for-profit family doctor firms to offer care there, amid ...
Amazon, Spotify and the Financial Times to judge The Drum Digital Advertising Awards 2019  The DrumAmazon, Spotify, and the Financial Times are among the judges for The Drum Digital Advertising Awards 2019.
Telstra introducing 140 oversized payphones in Adelaide with LCD advertising screens  The AdvertiserUp to 140 oversized payphones with 75-inch LCD advertising screens are set to call Adelaides footpaths home without council approval.
Job advertisement specifies that applicants must be willing to provide abortion services  Independent.ieThe National Maternity Hospital has advertised posts for consultants in anaesthesia, obstetrics and gynaecology for those "willing to contribute to the provision of ...
Advertising for 3 new trash trucks up for Monroe council approval  Monroe News StarMonroe's Public Works department will ask the city council to approve advertising for bids for three new trash knuckle boom loader trucks.
For retail advertisers, Shopping ads continue to overshadow text ads  Search Engine LandShopping ads show no sign of softening, according to two reports on fourth-quarter search spending trends. The findings. Marin Software, which aggregates ...
Pittsburgh, Lamar Advertising bicker in court over Mt. Washington billboard  Tribune-ReviewLegal arguments reignited Thursday over the large Lamar Advertising sign looming over Pittsburgh from atop Mt. Washington. A Pittsburgh attorney argued that ...
Japan announces casino advertising restrictions  CalvinAyre.comJapan is making progress toward introducing the first steps of its newly approved integrated resort (IR) industry. While it has yet to launch the official bidding ...
ADVERTISING CHINA'S THUGGISH 'SOCIALISM'  Herald SunPromoting China's communist regime to Australia's 1.2 million ethnic Chinese:
‘Lady Tank’ guilty of forcing teen into prostitution in Lexington, DOJ says  The StateIndia Cuyler, aka “Lady Tank,” pleaded guilty in federal court to using a cell phone to advertise and force a teen into sex. The incident happened at a Lexington ...
Online job advertisements increase throughout New Zealand | 1 NEWS NOW  TVNZThe number of job advertisements rose by two per cent in the December 2018 quarter.
Man duped of Rs 90,000 through OLX advertisement  Times of IndiaLUDHIANA: In third such incident in past 9 days, a fraudster has duped another city resident of Rs 90000 on the pretext of selling Royal Enfield moto.
Comerica Bank Has $12.64 Million Stake in Lamar Advertising Co (LAMR)  Fairfield CurrentComerica Bank grew its position in Lamar Advertising Co (NASDAQ:LAMR) by 0.4% in the 4th quarter, according to the company in its most recent Form 13F ...
In search of bigger brand budgets, Amazon is beefing up its brand metrics  DigidayAmazon is trying to prove to marketers that it can not only sell their products but sell new customers on buying their products with a new metric.
DTC brands are running into TV advertising’s legacy limitations  DigidayIn response to Facebook's ever-rising ad costs, direct to consumer marketers have flocked to TV. They're now finding the traditional media platform comes with ...
Facebook continues to allow advertisers to promote anti-vaccination content amid pressure: Report  BGR IndiaFacebook has enabled advertisers to promote anti-vaccine *content* to nearly nine lakh people interested in “vaccine controversies”, the media reported.
Los Angeles may ban digital billboards on Uber, Lyft and taxi vehicles  LA Daily NewsLOS ANGELES — Digital billboards atop personal vehicles would be banned under a motion up for discussion Wednesday by a Los Angeles City Council ...
Victoria’s Secret model says she was ‘dragged’ into advertising Fyre Festival Shaik has revealed her heartache at watching the Fyre Festival documentary, after she was one of the models involved in the promo of the failed event.
Arie Luyendyk Jr. Mocks His Divisive Bachelor Decision-Making Skills With Advertising  VultureThe Bachelor's Arie Luyendyk Jr. is advertising his realtor company with a billboard that mocks his divisive time on the show.
Artificial Intelligence Meets Online Advertising At Trade Desk  Investor's Business DailyThe intersection of artificial intelligence, cloud computing and online advertising is where Trade Desk has set up shop. Trade Desk stock on Thursday hovered ...
Clichés are everywhere in Channel 4's £1m diversity winner, from the RAF and Engine  More About AdvertisingThe Royal Air Force and Engine won this year's Channel 4's Diversity in Advertising award with an ad that sends up stereotypes and challenges women to join ...
WWE Advertising Nia Jax Vs. Dean Ambrose At Live Event  WhatCultureIt looks as though WWE are to continue testing the water of mixed-gender matches, with an upcoming house show appearance slated to build upon the ...

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

How to SAVE Yourself from Spending too Much Money on Advertising!

How much money have you spent in Advertising, Promotion &... Read More

How To Write Kick-Ass, Profit Pulling Adverts For Your Business?

Doesn't that just grab you by the eyeballs and make... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

How To Make Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory... Read More

The Future of Voiceovers: Hold Your Tongue...Possibly Forever

"Do we need to cast a voice-over talent for this... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand... Read More

Your Eye Catching Publicity Flyer

Your website is done, your business cards have been delivered,... Read More

Marketing Lessons I Learned in Chicago this Week...

I was in the fine city of Chicago this week... Read More

Where To Call For Free Advertising And Free Business Advice

Believe it or not, there are plenty of opportunities out... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing

There should only be one, over-riding reason why you're doing... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

What Colors Make Your Services Most Attractive?

This information is based on the principles of Laws of... Read More

Advertising Through Moms

Moms have a very powerful influence on what their families... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

Increase Business By Being Nice

I have been reading articles on increasing sales using search... Read More

The Key To Marketing New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

Advertising Inserts

One of the best and easiest ways to advertise without... Read More

Custom LED Display

Custom LED Display, as the name specifies, facilitate control anything... Read More

How to Advertise with Flyers

When you first start out on your business venture, money... Read More

Buying Radio? Read This and Dont Waste Your Money

Pay close attention and make it work the best for... Read More

Small Business Image

The single easiest way to increase sales is to look... Read More

Organizing Business Cards for Effective Contact Management

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