It’s simple really. Most advertising talks about the client, the product or to the cleverness of the ad agency. As a customer who only really cares about my own needs, that (like most advertising) is easy to ignore. There is a really simple fix:
Want to generate sales from your small business website? Keep It Simple Sister. Don’t sweat the geek-speak. Don’t get caught up in all the bells and whistles and shopping carts (and expense). Forget about programming. All you need are these five pages:
Small space ads. :15 second tv spots. Outdoor billboards. Twitter posts. The secret to impactful advertising is to work small. Working small distills your thinking down to one single most important, relevant and actionable idea. So that’s where all of our creative starts – with one striking visual, one powerful headline, one repeatable action. Because if you can solve your marketing problem in :15 seconds or on a billboard, you can solve it in a :30, a :60 or with a multi-media campaign.
With the recent addition of a handful of B2B and retail accounts, we’re looking to add two people:
Overwhelming your prospective customers with data, and bullet points in an attempt to answer every possible question is easy. Oh, it feels like you’re doing a lot of work, but all you’re really doing is stating the obvious – and the obvious is quickly forgotten.
Google is our Yellow Pages. It’s our encyclopedia. It’s our world, national and local news source. If you want to be found, you want to be found on Google. The fastest, cheapest and easiest way to find yourself on the first page of a Google search is by using their AdWords Pay-Per-Click (PPC) product.
I love featuring my clients in their own ads. They’re so imperfect, so not-ready-for-primetime and yes, sometimes even grating. But they’re real. As a small business in Kansas City, your ads are up against a blur of high-dollar production values and professional talent. The best thing you can do is be yourself.
First it was Walmart and the big Box Stores. Then you had to compete with Amazon.com and free shipping. Now, thanks to internet-enabled smartphones your local business in a price battle with every retailer in the world. It’s called “Price Transparency” and it’s turning your neighborhood store into a showroom for online retailers.
There, I’ve said it. I’ll probably have my Ad Man card revoked, but if I can save just one small business, one start-up, one store owner from getting the “branding” pulled over their eyes it will be worth it.
Are you in or are you out?
I can spend my entire day on the intake… checking email, reading posts, absorbing big data, putting out fires, planning, revising, revisiting, Googling this and that. I bet you can too.