Probably the biggest mistake made by do-it-yourself advertisers is that they use the name of their company as a big headline. The truth of the matter is, unless you’ve already spent tons of money on brand recognition (like Coca Cola did), your company name sells nothing. The best ads use a great big customer benefit as the main headline. It should always answer the question, “what’s in it for me” from the customer standpoint.
Here are some examples of small ads I’ve seen recently using a great headline instead of a big company name. The company name was at the bottom of each ad along with important contact information: “Headsets Half Price!” - “Business Class Lowest Fares on the Planet!” - “Windshields At Your Home Or Work, $125 Cash Back” - “Lowest Hotel Rates!” and “Managers/Professionals $30,000 to $300,000.”
Next tip, I will tell you how to turn your competitor’s coupon campaign around to become your own strategic advantage -- it will drive them crazy!