Four Ways to Turn Your Ads Into Workhorses

Written by Kim T. Gordon

Does your advertising work as hard as you do? For most entrepreneurs on fixed marketing budgets, advertising has to pull its weight. Even some of the country's largest advertisers who once ran ads for the sake of branding alone now focus their efforts on advertising that produces a measurable ROI. As we teeter on the brink of a recession, advertising must be a workhorse not a show pony. And its first duty is to support sales.

Successful marketing campaigns have several essential elements in common. To turn prospects into customers, your ads must do four vital things:

1. Stimulate a response. Every ad must direct a customer to do something, such as visit your Web site or contact you by phone. But it's not enough simply to tell your prospects what to do, you must give them excellent reasons to do it.

A great print ad, for example, begins with a benefit-laden headline, supports the benefit in the opening sentence, and explains it with features -- specifying how the advertiser will deliver. Along the way, it differentiates the advertiser from other companies offering similar products or services. And it culminates in a strong call-to-action that tells potential customers how to take advantage of the benefit or offer.

2. Open minds. Scientists have discovered that our brains "alert" to new information. We virtually prick up our ears when something new is presented to us. That explains why, as consumers, we're always looking for the latest and greatest versions of goods and services.

What's the latest wrinkle presented by your ad campaign? Good ads provide prospects with small "a-ha" moments, when they realize there's something different -- a unique product bundle, another layer of beneficial services, or a revolutionary new concept -- that you offer and no one else does. Whether triggered by your company's point of differentiation or simply a special offer, this a-ha moment should open minds to the unique benefits of buying from you.