It's simple really. Most advertising talks about the client, the product or to the cleverness of the ad agency. As a customer who only really cares about my own needs, that (like most advertising) is easy to ignore. There is a really simple fix:
Quit talking about yourself.
Effective, moving, inspiring, sales-producing advertising is all about the viewer, the listener, the reader -- the customer. Great advertising delivers a big idea in an entertaining way that delivers "how-to" and hope to the customer. Not the product. Not the clever copywriter. Not the marketing committee. The customer's concerns are the only things that really matter.
Want to generate sales from your small business website? Keep It Simple Sister. Don’t sweat the geek-speak. Don’t get caught up in all the bells and whistles and shopping carts (and expense). Forget about programming. All you need are these five pages:
Where’s the shopping cart?
The real question is, "do you even need an eCommerce site?" There are only three reasons a small business should invest in a shopping cart for their site:
Otherwise, save your money. Your energy, time and resources are better spent creating a better website that moves people into your store.
Small space ads. :15 second tv spots. Outdoor billboards. Twitter posts. The secret to impactful advertising is to work small. Working small distills your thinking down to one single most important, relevant and actionable idea. So that's where all of our creative starts – with one striking visual, one powerful headline, one repeatable action. Because if you can solve your marketing problem in :15 seconds or on a billboard, you can solve it in a :30, a :60 or with a multi-media campaign.
Working small is the "punch" that separates a clever ad and one that delivers results. Our "Fresher than fresh" campaign for Hen House Market is a recent example of the impact you can make in :15 seconds. Memorable ear candy. Visual punch. One message.
Because when you work small, fifteen seconds is all you need.
With the recent addition of a handful of B2B and retail accounts, we're looking to add two people:
Account Executive - 3 to 5 years with an agency, media outlet or client-side marketing experience. You'll be working directly with our client partners, as well as selling the agency's services to new business prospects. You'll want to bring a broad knowledge base and it would be benefitial if you had online marketing/digital advertising experience.
Client Support Specialist - This is an entry-level position working directly with our team of account executives. Perfect for a smart cookie looking to learn the ropes from the best of the best. Self-starters only. We're not a babysitting agency
Applicants can send their resume and cover letter directly to:
Michael Fasone, CEO
Fasone & Partners Advertising
Kansas City, MO 64111
Or email us here: firstname.lastname@example.org
Overwhelming your prospective customers with data, and bullet points in an attempt to answer every possible question is easy. Oh, it feels like you're doing a lot of work, but all you're really doing is stating the obvious – and the obvious is quickly forgotten.
Where's the creativity? Where's the risk? Where's the storytelling?
Smarter, more effective marketing creates a vacuum that your product or service can fill. Amp the awareness of a problem. Demonstrate the opportunity your business creates. Kill the bullet points. Tell your story.