Don’t Waste Your Advertising Budget On Weak Ads

Let’s say I’m in the market for kitchen cabinets, but I’m clueless. I want a new kitchen and I need help.

When I look for a supplier, I’m going to find a creative specialist who will provide honest advice about cabinetry that fits my budget.

Brand may be a factor. I don’t know. Remember, I’m ignorant about kitchens. Mostly, I want a nice, good looking, functional design for a fair price.

Why A Weak Advertisement Failed

So, one of my local kitchen retailers ran a print ad last week. The half-page ad (7”x5”) gave me just two reasons to choose them above all others: name brand and discounted price. That’s it.

Next to a photo of a Merillat (brand) kitchen was their offer (through April 16): “10% off Merillat Masterpiece and 5% off Merillat Classic Cabinets.” (price)

The retailer assumed I know something about Merillat. They assumed that price will be the only deciding factor. And they assumed I’ll be ready to make a significant decision within a week. They were wrong on all counts.

Key Elements of A Great Advertisement

Please, Mr./Ms. Retailer, to improve your ad, to get response from me and many others, give me confidence. I need to believe that you have the best overall solution for me.

In your ad:

  • Get my attention with a benefit-filled headline.
  • Include a story-telling image.
  • Tell me how you will help me in ways that no other retailer will (your “Unique Selling Proposition”). Tell me about your process. In other words, I can buy a name brand like Merillat from just about any supplier. Explain why your approach is different.
  • Give me proof of past successes – provide specific examples of projects, with testimonials.
  • Make a promise – give me some kind of a guarantee.
  • Make an offer that inspires me to take action (maybe a discounted price).

Ultimately, I’ll think about spending my money at your store when I believe that you are committed to my best interests. And then you won’t waste your valuable advertising money again.