The Online Business Center

Archive for June, 2009

If you can follow these hints you should be able to work out a “cracker-jack” ad for either yourself or a client. Next week we’ll take a look at handling the media.

• Use What’s Already Available.
  Before you spend a lot on photos and illustrations, look at what you have lying around. It’s free.
• Can the Approach Work?
  Not to discourage free form thinking, but you should reject approaches that demand too much BLT (budget, labor, and time). Instead, prepare ads that require your talent and not months and bucks.
• Frugality Makes You Timely.
  The smaller the production budget, the sooner your ad can get in the market. This is the “Rule of Thumb.” The reason is because you’re not relying on other resources. So, unchain your ads from expenses and move fast.
  This is worthwhile because if economic conditions suddenly change (and they will), you can quickly respond with a new ad message that addresses the new economy. You might decide to say, “Now more than ever, it pays to use our product.” You’ll again leave your competitors in the dust because they’re tied to expensive ads and long production timetables.
• Watch Your Language.
  Most people don’t realize the power that’s packed in language. One misused phrase can upset thousands of people, so keep you antennas up and use your judgment.
  For instance, use nothing at the expense of a certain group. This will offend people. Instead, show that an ad can get results from scores of readers and a smile from every one of them.
  Don’t make fun of the prospect in a “we’re just kidding” way. He’s not paying much attention to your ad, so he won’t get the subtle nuances of your wit – only enough to be insulted.

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