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Do your ads do these three things?
Before I get into what those three things are, I’d like to welcome you back to Brian J. Pombo Live. I’m Brian Pombo, every day we talk about another concept that’ll help you in your business to stand out in your marketplace and your industry and in the world in general.
So today we’re talking about the three things that’ll make an ad any form of advertising. It doesn’t matter what it is, it doesn’t matter whether it’s in person, it doesn’t matter whether it’s alive, it doesn’t matter whether it is on paper, in print, doesn’t matter.
3 things in it and this is a concept that comes directly from a guy named Bill Glazer. I’m going to show you the book that it actually comes from so that you can go back and look this up yourself. It’s good stuff.
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The three things that every ad should have.
This is one of my favorite things to be able to talk about when dealing with advertising because it’s so simple.
But these three things are so powerful.
You can find this in the book, Outrageous Advertising that’s outrageously successful by Bill Glazer.
This came out number of years back.
Bill Glazer at the time was running the Glazer-Kennedy Inner Circle. He no longer owns and runs that company and now it is currently called the No BS. No BS marketing, Inner circle, I believe is what’s called. Go look that up. It’s a great, great group to belong to.
But this book came out in, let’s see here. I should have had this ready to go. 2009. Everything in it is principle-based. This book will never get old, even though some of the specifics in terms of the forms of media and stuff are no longer set.
Some of the types of media he talks about are not as in vogue now as they were when the book came out. But the principles are the three main things.
Here’s what they are, the three main things that every ad should have and I want you to look out there. Watch video, watch commercials, watch a little pieces of advertise it that pop up on your social media, everything.
See how many of them actually have this because I bet most of them don’t. Number one, it should make an offer of some sort.
Number two, it should give a deadline and number three, it should allow you to track the back end.
There must be a way that you can track the response from the ad to tell you whether the ad was used for nod and he talks about this as being the keys to direct response marketing versus branding, marketing, branding, marketing it.
Well, he says it right here. He says, direct response advertising asks the customer to respond and allows to track that response.
Brand building, on the other hand is advertising that gets your name of your business products or services out there, but you have no earthly idea whether or not it’s paying for itself.
Those are the, it’s the most basic definition. Now there’s things that are in between hybrids of branding and direct response that are becoming more and more common nowadays.
But a large majority of all advertising out there on every level is brand building, advertising and not direct response style advertising. So direct response. Make an offer.
This is as defined by Bill Glazer. It makes an offer, it has a deadline and it can be tracked.
You can track the response from it.
So what’s an offer?
An offer is anything that’s specific in terms of you give us this, we’ll give you that. You come in here and pay us $5, we’ll provide you this thing that is normally $20 whatever.
It’s a very specific offer and you have to do this by July 4th because this is our special July 4th.
Our 4th of July discount that we’re giving.
I had just making that up.
You have a deadline, you have an offer. The deadline helps to initiate people to actually move forward with it.
It’s not necessarily just a bribe or a way of trying to drive people in. It’s a way to get people off their duff to do something because it’s more difficult now to do that in any other time before because of all the distractions, everything else.
So the deadline gets some action going.
The offer is a clear understanding of the customer or potential customer provides this.
You provide that an offer and then being able to track the response, knowing that they’re coming in for that specific concept they’re coming in for that offer and it’s tied to that ad that you put that out there.
If you had those three things, you’re guaranteed to win in the long run. Even if that ad doesn’t pay out because you learned that that ad didn’t pay out, it allows you to tweak that ad in the future or in future ads and be able to make it work in the future.
So just a concept, something that you can take it, start applying to your advertising today.
It’s not easy.
Having those three things in your ads is not an easy thing to do, but is it effective?
Absolutely.
I have not found a more effective way to be able to do advertising than recommend all my clients that they have at least those three items.
There’s many other items that can be added in, a little tricks of the trade and things that you learn along the way that will make your advertising more powerful.
That’ll give it more punch, that all allow you to stand out more. If you want to find out more about that, you can go to BrianJPombo.com watch some of the other videos where I discussed some of these concepts.
You’d go to the media section on BrianJPombo.com you’ll get to see all the other videos and just make sure you subscribe, follow, like wherever you’re watching this.
And I’ll have more pieces like this in the future. So we’ll see you tomorrow.
We’ll go through another concept. Sometimes we go through really broad based business-building concepts because we deal in all forms of business strategy.
Sometimes we deal in the marketing advertising area like Mr. Bill Glazer here. So we’ll see you tomorrow. In the meantime, get out there and let the magic happen.