Advertising in three easy steps

After spending a week presenting an advertising seminar to local business owners, I discovered, or should I say rediscovered the three simple elements to successful advertising.

1. The Why Factor – what makes your product or service different from your competitors. And not just the standard cliches like price, service, quality or location; but something more powerful. Roy Williams, an American advertising guru came up with a brilliant campaign for a jewellery store entitled the Yes promise. If a young man purchased an engagement ring for his bride to be and she turned him down the store would take back the ring and issue a full refund.

2. Emotions – consumers buy based on feelings and emotions, not logic and reason. So why take a logical approach to an ad by offering a discount. Appeal to their emotions. The jewellery store also mentioned that they would not only refund the money for the ring if the girl turned him down, but that they would also put their arm around the young man.

3. Patience – advertising is like dropping feathers on a scale over the long term. After a while consumers become aware of your offerings and will shop your business when they are in the market for what you are selling. Don’t buy sporadic short term campaigns because the long term advertisers have a distinct advantage.

Remember these three keys to advertising and your campaign will deliver positive results.

For more information, email me at

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