My father called me to complain, again. He’s 82 and he’s angry. “Son, I know you’re in advertising and all that”, he usually starts off, “but the ads I see today I wouldn’t give you two cents for. They’re stupid and they don’t even tell you what they’re selling!”

I explained it to him as best as I could. “Dad, it’s OK, you’re just out of the demo.” “I’m out of the what?” “The demographics Dad, The key target audience for who they’re trying to reach.” “Well then who in the heck are they trying to reach?” He yells. “Must be boneheads cause those ads make no sense to any sane person.” (more…)

Admittedly, I have not seen your advertising flyer. Then again, I probably don’t have to. I have reviewed hundreds, if not thousands, of advertising flyers for small businesses. After 30 years I have found that nearly every small business ad flyer contains the same mistakes and missed opportunities. Avoid these seven common mistakes, and your advertising flyer - and your marketing in general - will be stronger for it.

Advertising flyer mistake #1: A Blah Headline (Your Company’s Name)
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So you spent good money on an ad, put it in a magazine or newspaper, and waited patiently for phone calls that didn’t materialize. You’re upset: you feel that you’ve wasted money and time, and now you’re convinced that advertising doesn’t work.

Advertising does work. Every day. So before you kick away advertising (or websites, or brochures, or any other marketing medium), first consider which of these four basic reasons applies to your effort:

Your ad wasn’t created to appeal sympathetically to the correct customer need.

You can’t force a sale, as much as you might want to. Your best, most reliable, most profitable customers come to your business because you meet particular needs that your competitors don’t. Simple as that. These needs may be material, psychological or emotional, but when they present themselves, their owners come to you.
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It is difficult to miss a Hummer, but how many companies could afford to run one to promote their business? The answer is, of course, very few and it is doubtful whether GM’s overgrown offspring would be the most suitable promotional vehicle for many of them. What then are the alternatives and how could businesses benefit from using a vehicle as an advertising medium?

What is a promotional vehicle?

A promotional vehicle is a car, truck or SUV with purpose-designed adhesive vinyl graphics applied to its exterior, promoting a business or one of its products or services.

The graphics may be a full wrap (the whole vehicle is covered), a decal wrap (decals are applied to body panels) or a window wrap (decals are applied to the side and rear windows).
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1) Include a coupon in your large ads. This can increase response from 25 to 100 percent. Your coupon could offer the prospect your brochure or catalog.

2) Use a benefit headline on your coupon that affirms the prospect is getting valuable, needed information. E.g. “Yes, I want to reduce my inventory costs by 50 percent.”

3) Include a picture of your brochure or catalog in your ad.

4) Use a sidebar in your ad packed with tips that your prospect will find useful. E.g “10 Ways To Reduce Your Phone Bill.”

5) Concentrate your copy on the prospect, not on your company. Tell your prospect how your product or service will solve their problems. Use the words “you” and “your” frequently and “I” and “We” less.
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In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I’m hoping the next five will be just as helpful.

There’s nothing like getting valuable exposure and new clients for your business without spending a dime (or perhaps spending just a few). Here are five more of my favorite tips for doing just that.

1. Submit an article to a business magazine or newsletter. Chances are there are lots of publications out there that are geared to your target audience. For instance, I receive numerous publications about marketing, communications, and running a business. These types of business publications are almost always looking for articles and information that will be valuable to their readers. And most of them welcome articles that are submitted by experts in the field (i.e., people like you). If you’re not already, familiarize yourself with the publications that your target audience reads, such as those published by trade associations or your local business newspaper (many are found at www.bizjournals.com). Then start pitching articles — not only will you get exposure in front of those who read the publication, but you can send copies of your article to clients and prospects. (For specific tips about how to write publishable business articles, see the August 2004 issue of my newsletter, “Marketing Tips from The WriteShop.” It’s available at www.writeshoponline.com/newsletter_writeshop.shtml.)
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