Every advertiser, large or small has one common obstacle, drawing attention to their advertising. Very seldom do people read publications, watch TV or listen to the radio intending to "see or hear the ads." Much advertising is ignored, goes unnoticed, is sometimes reviled, and occasionally is actually appreciated. Those times that people either appreciate or at least remember an advertisement is when the ad either contains useful information, is clever, or relates to something in the viewer (or reader or listener's) life.
As a business owner or manager you provide a necessary service or sell a useful product. It can make sense for you to draw on your own or your customer's experiences when developing ideas for your advertisements. Any time an ad is based on reality, it can have a much better chance of being effective. People can relate to it.
This brings us around to the premise of this article. Advertising must be noticed to be effective. If your ad doesn't inform, entertain, make people think, it will most likely go unnoticed. Then it becomes really difficult to make the next sale. The goal of any ad is to bring in customers. If it is entertaining, funny, clever or cute, it had still better bring in customers. If it doesn't do that, it has been a waste of money. An effective ad must motivate your prospective customers to act.
After you have developed an effective message, you must then repeat that message with consistency. It won't work if it runs just once, or "once in a while". You have to develop an ad campaign that has enough repetition of your message so that it cuts through all the noise and reaches and motivates your prospective customer.
See No Ad, Hear No Ad, Make No Sales - To learn more about this author, visit Don Zihlman's Website.
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