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90 Days to Success Marketing and Advertising Your Small Business by Mark Hoxie

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Chapter 7. Content and Offers

If you’re a curious member of an advertising agency or you’re a marketing major, you’re going to hate me for this chapter. Contrary to popular belief driven by marketing elitists, the content and design of an ad are second to an effective program. You could have the most beautiful award-winning advertisement created by the most expensive ad agency in town, but it’s not going to get you results unless it’s implemented in an effective fashion. Ads with strong offers run frequently and in the correct places will do a lot more for your business than a highbrow Fortune 500 ad created by a self-proclaimed marketing genius.

All of that being said, what goes into your commercials, ...

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