What makes a great ad?

The answer is almost too simple.

A good ad is one that works. Your phone rings. Buyers walk through your store door. Your salespeople have prospects to see. Your e-mail order forms are full.

On the other hand, bad advertising is one of the most disappointing experiences a small business can have. You spend your hard-earned ad dollars with high hopes, only your hopes and expectations dashed with a complete lack of response.

Here are three critical items to keep in mind to make your ads draw customers and sales:

1. Figure out what means the most to your best prospects. What do you offer that they'll value most? State that best benefit clearly and prominently in your ad. If you've got lots of space or radio time, repeat your benefit at least three times.

2. Tell your prospect to buy. Ads that don't come right out and ask for the sale usually fall short. Tell your prospect to buy, why they should buy, how they should buy, and when to buy. Take a look at pricey ads designed for big companies. They almost always tell you exactly who they think needs their product or service, which store or web site you can buy it from, how to get to that location, what kind of cards or financing they take, and when the offer will begin and end.

3.Finally, pick your advertising media carefully. Don't advertise a specialty service for a particular industry in your daily newspaper unless your town is dominated by that particular industry. Instead, chose a trade publication that specifically targets that one industry.

4.Simple? Yes it is, as long as you make the whole advertising process a real PROCESS!

Do a features, advantages and benefits work-up and determine your key benefits.

Talk to you customers and find out why THEY buy.

Use professionals where you can – they can save you hours and dollars by helping you develop a process that works and once it’s developed – you have it forever.