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Published in The Texas Jewish Post:

Missing the Forest for the Trees

Does your advertising stand out?

In today’s America , we are bombarded with advertising messages everywhere we go. Depending on who you ask, anywhere from 1,000 to 5,000 messages a day try to get your attention. If you are one of these thousands of advertisers, what can you do to stand out?

There are three simple things that will help your advertising have an impact on your business.

1.                   Your Ad MUST Speak to Someone.

If you’re not advertising to somebody, you are not advertising to anybody. It may sound simple, but many business owners miss the point here.

Of course, everyone wants to buy your widget. No smart business can succeed without your services. Your expertise has already been recognized by your peers.

Well, guess what? You can’t advertise to everyone. No successful ad was ever created without a target customer in mind.

So the first step in any advertising campaign is identifying your target customer. What’s your sweet spot? If you could create the ideal prospect to walk into your business, who would that be?

Now you don’t have to market to just one customer type. You may identify several sweet spots. And that’s okay. The point is, your message must be focused. An ad can appeal to more then one target customer. But it can’t, and won’t, appeal to everyone.

2.                   Identify a Problem that YOU are the Solution to.

Solutions selling is the way to success in sales; Solutions advertising is the way to success in advertising.

Whose problems you solve can also help identify who you should target. Find the pain points of your target customers and make sure they know you are the solution to their problem(s).

Which of the following headlines is going to resonate more with busy parents looking for daycare?

“Looking for a fun place to leave your kids? Come see us!”

“The next best thing to home. Because we’re Moms, too.”

Obviously, the second headline recognizes that our target customer is a busy, caring parent. The first one supposes that the children’s fun is the goal, not a safe, caring, guilt-free daycare.

Your potential customers have things about their lives and homes they would like to change. Your role in making those changes is an entry point to turn that person into a customer.

3.                   Stay Fresh.

Most readers of magazines and newspapers read every issue. If your ad and headline don’t change, you blend into the background.

You should create a campaign of 3 or 4 ads that rotate from issue to issue. And you should have special ads that address seasonal or special issues.

If the magazine you are advertising in publishes something special related to your business, your ad in that issue should address the topic. Then you’re offering a service in your ad that someone reading that issue may be drawn towards. Publishers give you opportunities. Take advantage of them. 

In conclusion, advertising is designed to generate results now. Your ad dollars should have a positive impact on your bottom line. If you follow these tips, you are on your way to successful print advertising.