Make your ad better

Not everyone cares that you have an ad in the paper today. Too many commercials are thrown at us each day that we block out many of them. Radio spots, TV ads and, yes, even newspaper ads. If we aren't in the market those ads may be "on mute" or invisible. On the other hand, if you are in the market for a new Mazda 3 you can't help but notice when you pass one on the highway or see a big sale ad in the paper.

As I mentioned last time, Bob McGinnis has developed an advertising program that keys on people who are in the market to buy. Reach them, he says, with an effective ad and you'll experience better results. The key is to speak to potential buyers with pictures and words that convince them that you have what they need and that there are clear advantages to buying from you.

Let's take a look at a couple of ads from the Denver Post this week.

Imagine for a moment that you are ready to buy patio furniture. Remember, it's January. Probably not a lot of people ready to pull the trigger this week but in a market Denver's size there are certainly some who are thinking ahead to spring and summer. The photo instantly signals the reader that this ad is about furniture. The headline includes the word furniture. Many might already know where they would buy furniture so the ad needs a strong benefit. Saving money is a key factor for consumers. Other key considerations are quality, selection, service and financing. For me, a guy who wants it and wants it now, having the product in stock and ready for immediate delivery is often a persuader.

Ask me to grade this ad I'd give it a B. The signal is clear, the benefit could be stronger. What's missing is the proof that they carry the best brands, have the best selection and best prices. Add examples and prices in the ad copy and you have a winner.

Here's another ad from Denver, this one from Jake Jabs, owner of American Furniture Warehouse.

Shopping for a mattress? You can't help but notice this big ad with the words "Mattress Sale" and the picture of the mattress at the top. Benefit? All mattresses are on sale. Really? There's proof with examples and prices in the ad copy. Quality mattresses? You bet. They've listed Sealey, Simmons and others. Need more information about the sale or the store? They invite you to visit http://www.shopafw.com/. Once people have decided to buy a mattress they are usually in and out of the market in 1 or 2 days. My opinion...it would be hard for someone ready to buy a mattress to resist this ad and the call to action to call or visit the store.

Do you have an example of advertisement that you'd like us to review?