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The Small Town Advertising Handbook: How To Say More And Spend Less

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101 Ways To Boost
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The Small Town Advertising Handbook: How To Say More And Spend Less

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101 Ways To Boost
Your Business Anywhere

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Click to join smalltownmarketing

How To Write A Successful Ad That Sells

By Tom Egelhoff

A

There is little danger that you and I as small business owners are going to do Super Bowl advertising any time soon. But we can learn from the Super Bowl exercise by learning some techniques that will work for small town businesses.

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What makes a great ad?

Great ads do variety of things. (To see my 10 favorite things-Click here) They inform, they educate, but most of all they make us react somehow. And most important of all...they SELL. What good is an ad that wins a wall full of awards but doesn't increase business? In my opinion, not much.

Great ads don't always feature the product. Do the frogs in the Budweiser ads make you want to run out and buy beer? Nike's message isn't, "Buy shoes", it's "Just do it!"

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The Steps To Writing Great Ads

You don't just sit down at a table and write a great ad. Just like anything else worthwhile, it's a step-by-step process. Here's where to start.

• Assemble the facts and fallacies about your business. What types of headlines and ads are your competitors running? What sets you apart from the competition? What special skills, services do you offer? What are your weaknesses? Do a business resume as outlined in Chapter Two of "How To Market, Advertise and Promote Your Business Or Service In A Small Town." Put down everything you can think of about your business and services a customer should know.
  
• Organize the information. Your first instinct may be to throw your hands up in frustration at the amount of information you have to put in the available ad space. Look at all the information, what's really important? What is profitable? Why should someone buy your product or service? Don't worry, it'll all come together later, I promise. What you are really doing is reacquainting your sub-conscious mind with the facts it will use to create your ad.
  
• Do some trial runs. Try to think like your customer. What are they looking for? What needs do they have you can fill? Experiment with a couple of headlines. Would these attract your customers? Do they create interest? Combine a headline and a visual. Do they work together? What's the best way to present your product? Perhaps you need a copy-only ad. This part may also be frustrating but hang in there. Just keep experimenting.
  
• Take a break. Forget this ad creating stuff entirely. Go play golf, watch a movie, read a book or play with the kids. Don't think about this ad. While you are relaxing your subconscious is working on the problem. It is trying every conceivable combination of headlines, pictures, copy and message. When it finds the correct combination, you will suddenly be hit with a bolt of inspiration. The idea for the ad. You are a genius. Pat yourself on the back. This is the process for all great ideas.
  
• Tweak It, but not too much. Remember, you are just hit with inspiration you still have to put it all together. Pick a friend or relative you like and pretend you are talking just to them when you write your copy. Don't drive yourself crazy trying to get it absolutely perfect. There is no perfect ad. Anyone who creates them always wishes they had done one more little adjustment. Get it out and working is the most important part. All your advertising is going to evolve over time.
  
• Good News! It gets easier. That right. The more you do it the easier it gets. Over time you will develop a sense for what works and what doesn't. You will find yourself paying more attention to your customers and their comments and suggestions. You will start to hear phrases that would make good headlines.

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The Last Word On Great Ads

Keep in mind how important advertising really is. You are speaking directly to customers. How important is that? Do you have friends that started out as customers? This is a very important function of your business. Many people reduce it strictly to dollars and cents.

I won't argue the point that cost is an important factor. However, don't lose site of the fact that small town advertising should not be to the masses. It is a one-on-one conversation with friends. I seem to notice that the larger the company, the less the one-on-one message.

Learn from the big guys but don't fall into the trap of using an impersonal product or service message. Remember, you are talking to your neighbors even if they're all over the world.

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©1998 - 2004 Eagle Marketing PO Box 271 Bozeman, MT 59771-0271
http://www.smalltownmarketing.com - (406) 585-0219 - Toll FREE (888) 550-6100
email: tommail@smalltownmarketing.com

Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your Business Or Service In A Small Town, and The Small Town Advertising Handbook: How To Say More And Spend Less. He is also a seminar and workshop presenter and trainer. He may be reached at 888-550-6100 or PO Box 271 Bozeman, MT 59771-0271

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