2. AD BUILDING

3. Lisa, when will I use this information?

4. Lisa, when will I use this information?
• Print ads • Direct mail postcards
• Signage • Email blasts
• Internet Ads • Collateral
• On your website • Announcements

5. What’s in an ad?
• Audience
• Message
• Headline
• Offer
• Call to Action
• Contact
• Design
• Repeat

6. Audience
• Who is your audience?
• Who will see your ad?
• Who do you want to see
your ad?
• Who is your actual
customer?
• How do your customers
refer to you?

7. Audience
• Who is your audience? • Don’t guess—know.
• Who will see your ad?
• Who do you want to see • Don’t try to appeal to
your ad? everyone.
• Who is your actual
customer? • Market to PEOPLE—An
• How do your customers industry is not an audience.
refer to you?

8. Write it down…
WHO IS YOUR AUDIENCE?

9. Message
• ONLY ONE MESSAGE
PER AD!
• Speak to your desired
audience.
• Make it remarkable.
• INNOVATE OR DIE!

10. Message Examples
• Find the biggest fault in
your own industry and
broadcast how your
business overcomes it.
• Make outrageous claims.
• Show employees using their
own products—trusting their
business’s reputation. “Eat
your own cookie.”

11. Message Examples
• Find the biggest fault in • Establish a niche in your
your own industry and customers' minds.
broadcast how your
business overcomes it. • Announce what you spend
more money/time on.
• Make outrageous claims.
• PROMOTE YOUR
• Demonstrate trust in your BUSINESS AS IF
business’s reputation. “Eat PATRONIZING IT IS
your own cookie.” REBELLING!

12. Write it down…
WHAT IS YOUR MESSAGE?

13. Headline
• Be surprising.
• Be sticky.
• Be provocative.
• Be entertaining.
• Be humorous.
• Be bold.
• Be memorable.
• Be empathetic.
• Be concise.
• Be smart.
• Be different.

14. Headline
• • Show, don’t tell.
Be surprising.
• Be sticky.
• • Use comparison verbiage.
Be provocative.
• Be entertaining.
• • Get someone else to
Be humorous.
proofread your work.
• Be bold.
• Be memorable.
• Be empathetic.
• Be concise.
• Be smart.

15. Write it down…
WHAT IS YOUR HEADLINE?

16. Offer
• THE MOST IMPORTANT
PART OF THE AD!
• Should you use “FREE”,
“YOU”, “NOW”, “NEW”?
• What to offer?

17. Offer
• THE MOST IMPORTANT • Discount
PART OF THE AD! • Gift
• Training class
• Should you use “FREE”, • Informational document
“YOU”, “NOW”, “NEW”? • Virtual experience
• Food
• What to offer? • Entertainment
• Branded swag
• Time

18. Write it down…
WHAT IS YOUR OFFER?

19. Call to Action
• THE SECOND MOST
IMPORTANT PART OF THE
AD!
• Make your call to action an
easy and desirable thing to
do.
• Word it so that your
customers can Envision
themselves doing it.

20. Write it down…
WHAT IS YOUR CALL TO
ACTION?

21. Contact
• Always have a dedicated
URL so that you can track
response.
• Provide all possible contact
methods.
• Provide all possible social
media profiles.

22. Write it down…
HOW MANY WAYS CAN YOU
BE CONTACTED?

23. Design
• THE LEAST IMPORTANT
PART OF THE AD!
• Don’t mimic the
competition.
• Don’t use too many colors
unless you sell rainbows.
• Don’t follow your own
personal preference.

24. RESIST THE URGE TO MAKE
YOUR LOGO BIGGER!

25. EITHER TRUST YOUR
DESIGNER, OR GET A NEW
ONE!

26. Write it down…
WHAT IS YOUR FAVORITE AD
IN RECENT MEMORY?

27. DID IT INSPIRE YOU TO BUY
THE PRODUCT?

28. NOW THAT YOU HAVE YOUR AD…

29. NOW THAT YOU HAVE YOUR AD…
REPEAT!