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Advertising That Works
By Herb Gross, President, Herb Gross & Company, Inc.

One of the biggest challenges facing businesses is knowing how to make their advertising dollars produce better results. The problem is that many of today's ad agencies prefer to produce creative or amusing ads and win awards rather than deliver sales performance.

One of the biggest challenges facing businesses is knowing how to make their advertising dollars produce better results. The problem is that many of today's ad agencies prefer to produce creative or amusing ads and win awards rather than deliver sales performance. Obviously, from the ad agency's perspective, it's more fun to place an award plaque on their wall than review a client's sales and analyze the results.

How can you improve the results of your advertising? Based on my 30+ years of experience promoting hundreds of retail and consumer products, here are some tips that will help.

Ask these 10 questions about your advertising:

  1. Does your advertising differentiate your business or product?

  2. Does your advertising look and sound like your competitors' ads?

  3. Is your selling message getting lost in the creative?

  4. Are you promoting benefits and giving a clear reason to buy?

  5. Have you developed a unique selling proposition?

  6. Is your advertising message cluttered or is it concise?

  7. Are you committed to letting your advertising run and do its job?

  8. Are you tracking the results of your advertising?

  9. Are you prepared to change the message of your advertising if needed?

  10. Have you negotiated partnerships with the media that focus on delivering results?

If you want to Win The Ad War®, here's step one - Your Reconnaissance Mission. Before you invest in advertising, take these important steps:

1) Prepare a Competitive Analysis File. Collect copies of all your competitors' ads and make sure your advertising is different.

2) Clearly Identify Your Target Market. The more you know about your customers, the more effectively you can target your advertising dollars. Don't forget your existing customers because as much as 50% of your business should come from referrals.

3) List the Advantages and Benefits Your Business Offers. Why should customers do business with you? Consider developing a unique selling proposition that will differentiate your business.

4) List Goals and Expectations of Your Advertising.

5) Institute an Advertising Tracking System, and Make Your Agency Accountable for Results! Track the dollars, sales and customer counts weekly.



Herb Gross is the President of Herb Gross and Company, Inc. and author of How to Win the Ad War

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