An ad is not the place to enumerate the multiple benefits of your product or service. Instead, you’ll need to select just a few—preferably only the one which serves to best differentiate your brand from the rest of your competitors.
A common way to publicize your product is to create a ‘story’ relating to a series of problems and then provide information aimed at showing how your product is able to solve these problems. (This, of course, assumes that the vast majority of consumers actually HAVE such problems to begin with!)
As we all know, the whole point of advertising is to appeal to the emotions of consumers. To wit, the commercials in which a slender, appealing 110 pound tanned beauty in a scanty bikini is shown effortlessly exercising on a tread mill. The subliminal message here is ‘if I buy this treadmill, I will become attractive too by losing an extra 75 pounds.’ It doesn’t matter whether this is true or not--advertising is all about perception and about the way in which people react to the underlying message.
You’ll definitely want to consider the most effective way for your business to advertise. For instance, if you own a computer repair firm and decide to spend your advertising dollars exclusively on the internet, you could be missing a bet. Ask yourself this: “What happens when a computer crashes?” The answer is that the machine typically becomes unusable. Not only can it not access document files, but it also can’t access the internet either!. Therefore, if you spend your budget on web advertising to the exclusion of all else, you’ll miss out on those clients who can’t even get to the internet. A better plan would be to invest in a diversity of advertising sources.
Caution: Before creating costly advertisements, TEST your product to the fullest extent to make sure that it will, in fact, serve consumers needs and serve them well.
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