Tuesday, March 13, 2012


It may surprise you, but truth be known, the W5’s (as I like to think of them) create the best synergistic starting point for any advertising approach. This basic principle may mean the difference between money spent & money well spent.

Before designing an ad, website or printed brochure, always ask yourself the following simple questions:

1. Who is your audience?
2. What are you advertising? What service or product are you offering?
3. When is the time to advertise? Why now?
4. Where is your market? (Geographically, financially, emotionally?)
5. Why should your market call? (Why should they hire you? Why should they choose you and not your competitor(s)?)

A message with a solid focus will ultimately generate the best response. Always make sure you encourage your audience to take the next step (ie: call, visit, and/or spend) and make sure you are specific as a call to action is critical. Remember my #1 rule... and make sure your strategic goals are always present in your message.

Best advice? Keep it as simple and as specific as possible. Make the copy catchy (or edgy if applicable) and remember that a picture is worth 1000 words . Always avoid the clutter of excess copy!
In the end, no one knows your own product as well as you do. If you are struggling with messaging, call on a professional to help bring your ideas to life. Never think of a professional approach as an expense, think of it as an opportunity to increase sales.