I edit ads for customers just about every day. The biggest flaw that I find is that most ads could and SHOULD be broken down into multiple commercials.
When creating an ad or campaign, make sure that each ad has a point. A single point. If you have multiple things to communicate, make them separate ads.
If you have a grocery store that has a pharmacy, florist and a great meat department that you want people to know about, then tell the story of each. Separately. They deserve that attention. Don't try to cram all three into one ad. You can't tell any of the stories effectively.
Look closely at your ads. Do they make one point well? If not, change it and prepare to be amazed at your return on investment. If the ads are persuasive. But that, my friends is for another day.
That was the first required reading when I entered the sales field in the mid 70's. We should all re-read it because "it worked so well we stopped doing it!" ... keep going, Ron! Your'e right on track.
ReplyDeleteWith best regards,
Mark Griffith
www.griffithworld.com