Hirst

You have your corporate ID package, a website and are doing search engine advertising using ReachLocal.com. You have an excellent PR program in place that includes an nTarget.com-based email newsletter, guest speaking and media relations. And, you are working feverishly to retain the customers you have. You are, right?

Then, it is time to ramp up the marketing noise with advertising. From Professor Hoover's Advertising 101 file, here are a few things you need to ask before you launch that ad campaign.

What can I tell prospects that would interest them? Consumers don't care that you are the largest or the best. That's budget-wasting chest-thumping on the advertiser's part. In fact, most of them aren't even paying attention to advertising about your type of business at all. You've got to give the prospect a reason to care. Tell him what is in it for him. Let's say you are the most knowledgeable Realtor in your market. Big whoop! How does that help me? Now, if you use your expertise to sell my house fast and at a premium price, I'm suddenly very interested. Select the message first before you even think about the medium.

Who are my prospects? Do you really know who you are trying to reach? You may need to know where they live, their financial situation, their media habits, and their purchase habits. Do they have children? What kind of car do they drive? The more you know, the easier it is to develop an effective message and to select a medium to reach them.

Can I make the message relevant and compelling? I hate ads because most of them are so bad. They often are so vague that you don't know why the company bothered. In trying to reach everyone, they reach no one. That's what I call the all carbon-based life forms approach. Or maybe the ad tried to pack in too much information and too many features. Be direct, concise, relevant and truthful, and then you might reach someone with an ad.

What's my desired result? Some businesses need store traffic now and aren't that worried about tomorrow, some need to build relationships for the long haul, and some need to bolster their reputation. Driving traffic can be done relatively inexpensively and immediately. The other two take discipline, consistency, time and money. Be clear about what you are trying to accomplish and whether you have the resources to achieve your goals.

Can I deliver? The worst thing that can happen is that your advertising works too well and you aren't able to deliver on your promise. Or, you did the unthinkable and lied about your product or service and are not really able to deliver the benefit you promised.

So, there you have it. Be relevant, impactful, original and truthful if you want your ads to work.

Harry Hoover is a partner in My Creative Team. He has 30 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Bank of Commerce, The Bray Law Firm, Brent Dees Financial Planning, CruisingTheICW.com, Duke Energy, Focus Four, Levolor, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.