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Ad space is a vacant lot...it's what you build on it that makes the difference
by Ryan Dickinson
Building ads that work by shifting your focus
What you pay for advertising space is like a real estate investment.All you are doing is reserving your lot so you can build on it. It's what you build on that real estate that really makes you happy.
Of course, the "lot" is important. It should be in a great location and have all of the characteristics that you are looking for (targeted readership, reputation, circulation, etc.). But even the best lot in the best neighborhood is not going to produce the results you want when you wheel in the 1973 Winnebago.
The number one advertising mistake made by small businesses is treating the ad itself as an afterthought. You must shift your thinking to be an effective promoter of your business.
Too often, we look at the cost of the ad space investment and decide to cut corners on the development of the ad itself. At this point, we guarantee poor results.
An effective advertisement has three critical elements:
1. An attention grabbing headline that leverages a competitive advantage.
2. A clear, distinct offer that matters to your target audience and an easy way for them to take advantage of it.
3. Professional layout and graphics to grab attention and elevate your brand in the eyes of your target.
Spend the time and invest the money that it takes to identify and leverage your competitive advantages (your "communications margin"), develop the right offer, and build an outstanding ad.
Build this on a "lot" that is targeted to the audience you desire, and you WILL see your return on investment grow.
Happy Marketing!
About the Author
Ryan Dickinson is a founding partner in Harper Design, a marketing solutions firm located in the Denver metro area.
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