Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Marketing Tips For Small Business ? Advertising That Works, Part I > NetSparsh - Viral Content you Love & Share

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was beautiful, slick, and stylish but didn't fit the product? How about a magazine ad that, though gorgeously photographed, didn't make it clear what was being sold? Or have you heard a catchy radio ad that neglected to give contact information? If you pay attention, you'll notice these money-wasting advertisements in all types of media.

If a corporation puts out a bad advertisement, the marketing department will have the resources and budget to make a mid-course correction (sometimes). Often the thousands of dollars a small business puts into an advertising promotion are the bulk of the marketing budget for the entire year (usually). There's no money, time or resources for a do-over if the ad doesn't bring in customers. Small business people simply can't afford to spend money on expensive ads that don't work.

Preparing an effective ad is harder than it looks, but even the smallest business can produce an ad that works if some simple rules are followed. Following are four tips you can use to create a great ad for your business, regardless of your budget, marketing experience, or the media used:

1. State the Product or Service Clearly

Make it absolutely clear what product or service you are selling. Keep it simple and honest. Instead of advertising "meticulously crafted, threaded fastening accessories" just say, "best steel wing nuts." Don't make it hard for the customer to pinpoint what you're selling and don't overdo the flowery descriptions.

2. Use a Call-For-Action Phrase

Forgetting the call-for-action is the biggest mistake I see in small business advertising. A call-for-action is a short sentence telling the customer how to get the product or service, such as "call us for a free sample," "order online at," "get Product X at these fine retailers." The call-for-action is important because it reinforces the customer's decision to buy and gives specific instructions. Without a call-for-action, a certain number of customers will change their minds almost instantly, as their attention is drawn elsewhere. Others will ignore the ad unless you make it clear you want their business by telling them exactly how to spend their money.

3. Check for Correct, Complete Contact Information

You must include a phone number, address, and/or website (preferably all three). Triple check to make sure the information is correct. This sounds obvious but consider this real-life case: A plumbing company in my hometown advertised 24-hour service but only put the number of the main office in their telephone directory ad. The office was only open 7:00 a.m. to 5:00 p.m. That was little use to someone with a leaking hot water heater at 2:00 a.m. The plumbing company also had a website where, with some digging, a desperate homeowner could ferret out the 24-hour service number?but what customer is going to spend time hunting the number down when he's up to his ankles in standing water?

4. Sell the Benefits

I often see ads that try to sell the customer on the features of a product or service rather than the benefits to the customer. What's the difference? Features describe the product or service; benefits tell the customer how those features will help him or her. Let's take a common product like bread. Say you're selling a special kind of nutrition-packed wheat bread (it was granny's secret recipe). You could list some of the features of this wonderful bread in your ads:

Contains 3 times the usual vitamin D and calcium

Extra potassium

Uses only rolled oats

(That all sounds very healthy, but I don't know how eating more of those things will do me any good. Besides, I like my usual brand of wheat bread. I pass by your delicious, nutritious wheat bread and buy the same supermarket bread I've eaten since I was a kid.)

Now let's state those features as customer benefits:

Builds strong bones and teeth

Helps control high blood pressure

Lowers cholesterol

(I didn't know I could lower my blood pressure by eating a different brand of bread. That's sure sounds easier and tastier than taking supplements. I pick up a loaf, and some of your whole-grain dinner rolls, too.)

Translating the features of wheat bread into benefits isn't that difficult. What if you have a very complicated product or service? Drilling down to the benefits can still be done quite easily. When I get stuck writing up a benefits sheet, I filter everything through this phrase: "What's in it for me?"

These four marketing tips are a great place to start when preparing your advertisement. See Marketing Tips For Small Business ? Advertising That Works, Part II, for more tips and insider tricks.

Segarin Monk is a marketing specialist promoting social betterment programs for governments and non-profit organizations. He believes in high-integrity, pass-it-on, pay-it-forward marketing. See more articles from this author at:

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at


What the World Would Look Like Scrubbed Free of Advertising
“I erase advertising like the plugin does in our browsers,” Higuera says. Advertisers spend $29 billion a year plastering highways, train stations, and other public spaces with ads. Higuera had mostly tuned them out until one day several years ago when ...


Firefox maker Mozilla to stop Facebook advertising because of data scandal
Here's how a data firm helped Donald Trump get elected as president. We have the FAQs. USA TODAY. The maker of Firefox stops advertising on Facebook, saying "when Facebook takes stronger action in how it shares customer data, specifically strengthening ...
Mozilla stops advertising on Facebook, citing data privacyCNET
Mozilla Suspends Facebook Advertising Amid Cambridge Analytica ...HuffPost
Mozilla stops Facebook advertising, demands privacy changesNaked Security
The Mozilla Blog
all 19 news articles »


Firms start to pull Facebook ads following data scandal
Commerzbank and Mozilla have suspended ad campaigns on Facebook following the data scandal that has seen more than $45 billion wiped off the social network's market value this week. "We are pausing our campaign on Facebook. Brand safety and data ...

and more »


Facebook-Cambridge Analytica Shows The Importance Of Data And Trust In Advertising
"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today's column is written by Joshua Lowcock, executive vice president and chief digital and innovation officer at UM ...
Mozilla pulls Facebook advertising after Cambridge Analytica scandalZDNet
Mozilla suspends advertising on Facebook after Cambridge Analytica scandalTNW
Mozilla pulls advertising from FacebookBetaNews
Digiday -Breitbart News -New York Times -The Guardian
all 7,429 news articles »

The Economist

The behavioural ecology of machinesTo understand digital advertising, study its algorithms
The Economist
ALAN MISLOVE studies algorithms. Recently, his research at Northeastern University, in Boston, has shown that Facebook's software was leaking users' phone numbers to advertisers. He has also found new ways to audit that same software for racial bias ...

Google Sees Future Of Advertising In Blockchain
Google's most senior advertising executive revealed that the company is looking into incorporating blockchain, but there are no official announcements at this time. “This is a research topic, so I don't have anything super-definitive to say. We have a ...
Google is 'actively looking' at how it can use blockchain technology, its head of advertising saysCNBC
Introducing Subscribe with Google - Google BlogGoogle Blog
The Google News Initiative: Building a stronger future for news - Google BlogGoogle Blog
TechCrunch -YouTube -Reuters
all 581 news articles »

Winston-Salem Chronicle

Winston-Salem to vote on bringing fair advertising in-house
Winston-Salem Chronicle
Next week, the Winston-Salem City Council will again consider having city staff do Dixie Classic Fair advertising after diversity concerns were raised about the firm that's been doing it for the last six years. Wildfire LLC, which has been doing ...


5 Stages in Addressing #TimesUp Advertising
First of all, a moment of pause that there are 180 women with C-level titles in advertising. Praise be. Then another nod of affirmation that they joined forces to declare #TimesUp for harassment and inequality in advertising. Those who speak truth to ...

and more »


With Facebook distracted, Google is going on the offensive
As Facebook's top brass holed up yesterday to deal with the fallout from data privacy revelations that erased more than $50 billion in market value in two day, its top rival, Google, was addressing the two companies' biggest clientele: the advertising ...

and more »

PDN Online

What Advertising Clients Want Now
PDN Online
“People aren't hiring you to create great pictures, but to get results,” advertising photographer John Keatley told PDN. In today's rapidly changing advertising market, the photographers who have the advantage in landing jobs are able to demonstrate an ...

Google News

Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers

In the world of advertising there are many forms of... Read More

Dont Be a Secret Agent

This tactic of the game was hard for me to... Read More


hey admin thIS website Is HaCKEd by Unkn0wn_hax0r... Read More

Do Your Adverts Get You More Sales?

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

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

Advertising In The Local Press

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

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Organizing Business Cards for Effective Contact Management

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

Do I Need Raised Letter or Full Color Business Cards?

If you've been searching around for business cards that will... Read More

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

Avoid Being Vague

We are bombarded with thousands of marketing messages daily?on television... Read More

6 Ways To Get More Sales From Your Advertisement

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

What To Do With Your Business Cards

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

Offline Advertising Tips

Since most of us are always online and our business... Read More

Which is Better Digital or Offset Printing?

As technology continues to improve, the quality of digital prints... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

The Principle Of Advertising Online

Advertising online is very similar to advertising in any environment.... Read More

Business Cards: Why Waste Valuable Space?

So many business people neglect this valuable asset that may... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... Read More

6 Must-Have Elements of a Powerful Brochure

Most brochures that businesses put out today end up doing... Read More

How To Tell If An Advertisement Costs Too Much

People say it all the time: "This advertising costs too... Read More