If you are doing your own small business,advertising you can learn some good lessons from ads that have run in the past.
The company that the ran the ad featured here has a big budget - and probably paid a lot to get this ad written and tested for them.
And we can learn some valuable pointers from it, for free.
Look at this Namco pressure cooker ad, taken from a community cookbook published quite a few years ago (as you can see by the style).
By appearing in a cookbook, the advertisement precisely targets the market for this product.
First, notice the headline: "Save Fuel, Time, Money!"
We're saving fuel - which is money; time - which,is money, as the old well-known saying goes; and money - which is money. It's a real hip-pocket headline for families on a budget.
Plus, we're saving time in the kitchen - we're appealing to people in busy families, where time is at a premium. And where there is money available to buy time, as quality pressure cookers are not cheap. So it is appealing to families who budget their money and spend wisely.
Saving fuel prevents waste - it's progressive and sensible. So there are several nerves being hit in different ways by the call to save "fuel, time and money". These saving will, by implication, offset the cost of the product over time.
Next, we're appealing to health: "Nutritious meals in minutes". That's important in modern life - and there's another appeal to time squeezed in there.
Let's look at the next one: "Pressure cooking is pleasure cooking". A change from what you've been doing. With this device, cooking will be a pleasure, not a chore.
And it's readily available. Go on, take the plunge... Get with the times... Make it easier on yourself... Save time and money...
In this small ad, we've been able to identify at least nine distinct benefits coded into the few words of text before us. We can even think through and identify the type of family this ad is most likely to appeal to.
The lesson?
Carefully consider the words you use when you're writing advertising text.
As we have seen, they can contain multiple coded messages that reinforce the message you want to send to your target audience.
They must be well crafted to get this sort of appeal across. But they do not have to be especially complex to be effective.
To see how to put powerful and effective advertising material together, check out copywriting guru Brett McFall's Inside Secrets Of Advertising package.
Small Business Advertising A Classic Small Advertisement - To learn more about this author, visit Susan Regier's Website.
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Susan Regier
(Visit Susan's Website)
From new business startups to national ad
agency accounts, Susan Regier helps
businesses to get their message
understood. Since 1997, she has provided
professional copywriting for a full range
of marketing material through her company,
Vantage One Writing. Plus she is the
publisher and editor of www.Network
ingToday.ca an online ezine, which is
a valuable resource for businesses.
Susan leads marketing and networking
workshops for new business start ups at
the Small Business Centre in London and in
Sarnia. She is a Creative Writing
instructor at Fanshawe College and has
instructed numerous corporate
professionals in writing and networking
workshops. Susan can be contacted at
519.471.8726 or by email at susan@va
ntageone.ca. Visit her Web site at www.vantageone.c
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