Closing in on Effective Advertising

By: Phonicia Palmer

You’re spending a lot on advertising but not getting the expected results. Customers aren’t responding and there’s confusion with your competition. This is an unusual approach to figuring out why your ads aren’t working: Gather all the ads from last year, including your competitors’. Cover the company names, addresses, and logos. Put them on a wall and do a quick visual check to see if your ads stand out. Consider the overall image and consistency of your ads. Focus on your favorite ad and make sure the headline and visual answer the question “what’s in it for me.” Follow up with compelling body copy to communicate the product’s key benefits. Finish with a clear call to action.