If there is one piece of advice we could give to businesses looking to advertise their offerings it is this: In any piece of advertising, pick a single message, concept or idea and focus on it. All too often we see companies try to communicate so much about themselves that they really end up communicating nothing at all. Take a look at just about any publication. In it you will see advertisements that include complete contact information, a long service listing, some sort of quote or tagline about their quality of service, a list of typical scenarios that would necessitate their offerings…the list goes on and on. All of this adds up to a glut of information that the reader does not want to process.

This is what we advise:

1-Develop a core marketing message you wish to communicate

2-Hone that core message down to one or two sentences of ad copy

3-Build your entire ad around the message, ensuring that your core idea is given precedence and emphasis over everything else

Developing a core marketing message and honing it into easily communicable ad copy is tougher than it sounds. However, for the company that makes the effort to do so more effective advertising and higher ROIs surely await.