Advertising myths exposed: Myth #5 – Advertising should build my brand

By Jerry Bellune

This is a big mistake for small businesses.
Brand building is for big guys like Coke and Pepsi.
Is this a good idea for local business owners?
Yes and no. Look at it this way:
1. You want your brand to be trusted and valued.
Advertising can’t do that. Only you can do that.
2. Build your brand with loyal customers.
Our ads must sell them something they want or need.
Give them a great experience and they will be back.

Here’s a formula business owners should know.
It’s called AIDA. And no, that’s not an opera.
But a good AIDA campaign will make the ladies sing.

A = Attention and Attraction.
Your headlines need to address your Ideal Prospects.

Mom, get your kids the latest
Gamecock rain gear
They will be the envy of all their friends at school

Grandma, take your grandkids
to Riverbanks Zoo today
They can feed the giraffes and enjoy pizza, too
You get the idea. Address the Ideal Client.

I = Interest. Offer them what they’re interested in.
Mothers are looking for things for their little darlings.
Grandmas want fun things to do with their grandkids.

D = Desire. We must arouse their desire.
Mom doesn’t want rain-soaked kids.
And cool Clemson or Carolina rain coats? Wow!
Grandma is tired of just taking them to McDonalds.
A few hours at the zoo sounds like heaven.

A = Action. Make it easy to act on your offer.
Give them deadlines to respond. Limit the supply.
Make it easy to order with an 800 number.
Give an email address or a web site address.
Give a store location with a spotter map.

The best book on this is available to you.
It’s “Ultimate Money Making Newspaper Ads.”
For a copy, email me at [email protected]

Next: Myth #5: Consumers are skeptical of ads.

Want to share this with a friend? Be my guest.
We only ask that you tell them where it came from.
Invite them to send me their email address.
They can reach me at [email protected]
I’ll email this strategy letter to them each week.

©2015 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]