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What three things should you include in your ad?

Advertising is a tricky thing. As they say, you only have one chance to make a first impression. Of course, there are many things you should include in your ads like your contact information, business hours, location, logo, website, and social media links. We're thinking one level deeper here. If you get the following three things right, you should be off to a great start.

  1. Determine what makes you stand out from your competition? Find your "Unique Selling Proposition". Rosser Reeves, well-known in the advertising world, is most known for creating the USP. He believed that a product or service had to be Unique, it must Sell and it must be a Proposition. Just showing up, isn't marketing, he believed. Find your USP!

  2. Use a powerful, attention-grabbing headline. Think about who you are trying to attract and what would get their attention.

  3. What is your call-to-action? Once you have your audience's attention, now what? What do you want them to do, or how do you want them to act? Should they call, should they visit a website, should they send something in? You decide and then see what sticks.

Your call-to-action becomes your measurable data point allowing you to begin to track the effectiveness of your marketing. If someone calls you saying they saw your ad somewhere, find out where and mark it down. Track your results so you can see what works for you and what doesn't. Remember, readers must be exposed to an advertisement anywhere from 6-10 times before it sticks. Be patient with your investment and see how you do!

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