Saying everything = saying nothing.

Each ad you run gives you one shot at your target audience, so it makes sense to use all the ammunition you can, right?


True, there’s a lot you want prospective customers to know about your business, but putting it all into one data dump of an ad will hurt far more than it helps. People aren’t sitting around waiting for your ad so they can study it and take copious notes. It’s only one of 1,800 sales messages they’ll be bombarded with today.

In any given publication, the most noticed ad gets ignored by 54% of the readership. Of those who notice it (i.e., see the headline, visual and logo), only 10% – 4.6% of the total audience – will read even some of your body copy.

Your business has many good things going for it, most of which potential customers couldn’t care less about. (One local company that builds closet shelves loves to harp on being family owned. Is that why consumers buy closet shelves?) Similarly, consumers have many wants and needs, only some of which your product or service can fulfill. You need to determine where the two overlap, so you can say what you have that solves their problem.

You need to do it on their terms, so the ad talks about them and their needs, instead of being an extended “About Us.” You need to boil that message down to its single most important essential and make that the basis of your headline, where it will have the best chance of being noticed.

The rest of your ad should support your main premise – single-mindedly and briefly; nothing repels the eye like an ad wall to wall with type. You’ll waste far less ammo – and be far more likely to hit the target.

Leave a reply

Your email address will not be published. Required fields are marked *