Small Business Advertising – Checklist

Here is a checklist for you of what constitutes a good ad.
This isn’t everything, I am sure other people have
other ideas and could add some wisdom, but it is complete
enough and if your ad contains these elements success isn’t
far away.

I have to also remind you that no matter how well you do
writing your ad and following all of the steps you need to
follow you must remember nothing is perfect. It can probably be
improved so, TEST, TEST, TEST!!

People read an ad to see if it fills a need or desire,
or if it solves a problem they have. They DO NOT read an
ad because they want to learn about you and how great
your company is!

That comes later.

You have to remember consumers are bombarded with ads,
you can’t even watch a TV show now with out reading an ad at
the bottom of the screen while the show you are viewing is on.
Of course you always have the channel logo on the bottom right
of your screen. Isn’t that an ad?

Before you do an ad you must know who your audience is
and what they want. Do your homework.

Do you have a headline? Knowing if it’s good or not comes from
testing.

Does your ad have a single purpose?

Does all of the copy, graphics, and so on, in the ad support your
main purpose?

Does the ad use the YOU principle? Do you use the words you and
your a lot more than I, me, our, mine, us?

Does it state a problem and does your product or service solve the
problem?

Is it customer focused? Your customer is always asking, WIIFM,
what’s in it for me?

Does it focus on what the prospect gets? Is it clear what the
prospects gets? Prospects are not mind readers.

Does your ad contain benefits not features? Features are
focused on you or your products and services, benefits
are focused on the customer.

Does it have major benefits that your competition doesn’t have?

Does it ask for an action from the customer?

Is there a time frame for your customer to act? Sense of urgency!

Does it tell the customer exactly what to do next?

Does it have testimonials, if space allows?

Does it use solid facts, not just sales hyperbole?

Is there a guarantee?

Are you using a P.S. to restate why the prospect should
do business with you?

Is all of your contact information there?

Here is a tip that has helped many people. Think of
advertising as salesmanship in print. If you sent a
salesman out to call on this prospect what would you
have him say? Now I also know you may need help
in this area too. So make sure you get it.

Over the years I have had some really bad salespeople
call on me and work for me, but not for very long.

Good luck, and remember you will only be successful if
you try. Nothing is ever perfect so do something. I don’t
know all of the keys to success, but I do know that if you
do nothing you are sure to fail.

For a lot more help with your sales and marketing check
out www.GSSAM.com

Now go sell something,
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