Don't Do Yourself In With Do It Yourself Advertising

As You Begin:

1. Decide who your customer/client is, or who you want them to be. Create your ad with this person in mind. If it would be helpful, describe this hypothetical person on a separate sheet of paper, and refer to your notes as you let your creative juices flow.

2. Decide what advertising medium you are going to use. If you are going to advertise in a publication, be certain that your ad is compatible with the style of the publication, and your product is appropriate for the particular readership. Be familiar with the differences in trade publications and consumer publications.

A fertility clinic probably won't get much response from the Sun City Independent. However, a grocery store or pharmacy that delivers will enjoy a steady customer flow from a few strategically placed ads, flyers, window signs, etc. I was somewhat surprised recently to find a full page Budweiser ad complete with bathing suit models adorning the pages of the otherwise staid Catholic Sun. However, only one person wrote to protest.

3. Don't try to "paint the whole barn with one big brush". Some companies advertise once a year in the Yellow Pages with big ads so crammed with words and symbols they need an anthropologist to sort things out. Simple promotion done regularly is far more effective than expensive advertising done desperately.

4. When in doubt, keep it simple. Good advertising doesn't have to be particularly brilliant or profound. What it has to be is understandable. And for heaven's sake, be careful when considering being "cute". If you try knocking 'em dead with your wit, your ad may get killed in the process.

5. Some things should be obvious, but we'll mention them anyway. Words should be spelled correctly. And avoid the most common boo-boo being made today -- the misuse of its and it's. "It's" is a contraction for "it is" -- not a possessive pronoun. Example: It's easy to use and keeps its shape.

6. Three things should be obvious at a quick glance: your product or service, the name of your company, and your phone number.

7. The principles of promotion are basically the same for Girl Scout cookie sales and Fortune 500 companies. The chances are your business is somewhere in between. Attract the right kind of attention from the right people, and you create customer demand.

8. Tell the truth. This is not only the law, it's good business. I once advised a dog groomer to advertise that she used only "no tears" shampoo. It was the absolute truth, even if it is true of most reputable groomers. However, nobody else bothered to mention this fact, and customers simply assumed that my client was onto something new. Which brings me to my next point...

9. Don't be afraid of using the F-word. Nothing beats "FREE". People love tastes, test drives, and samples. However, be careful how you word things. My dog groomer client made up her own coupon and distributed it as an insert in a local newspaper. Her offer read: "Free nails and anal glands to the first 50 customers." We all know what she meant. But it sure isn't what she said...

10. Nothing creates a sense of urgency like a deadline or expiration date. This works well for everything from coupons to catalogs. However, don't assume a "nanny, nanny boo-boo" stance if somebody calls a week after your offer expires. If you really can't extend your offer, see if there is any other way you can be of service. "Tough toenails" isn't a professional response.

11. If you have more than one ad or promotion going at the same time, track your responses to monitor which ads work, and which don't.

12. Think back to the Super Bowl and its million dollars a minute advertising. Which commercials you can remember -- if any? What made some stick and others slide?

13. Public relations is a form of promotion, and encompasses everything from how you answer your phone to what image your product or service has in the marketplace.

And your mother was right. Be polite. You can make a point, defend a position, or deal with virtually any situation without single digit hand signals, or references to the canine origins of another's maternal parent.

14. Remember that the worst advertising is no advertising.


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