**What are ads?**An ad is another word for advertising. Just like there are many types of marketing and types of media, there are also many advertising techniques. There are four main kinds of ads: franchise, category-specific, product-specific, and store-specific. Each of these types of advertising has unique benefits and drawbacks, so choosing the right one for your business is helpful.Franchise ads are how to promote your business to a broad audience. They are often placed in high-traffic areas like bus stops or subway stations. However, franchise ads can be expensive, so you'll need to ensure you have the budget for this type of advertising.Category-specific ads are a good option if you want to target a specific group of people. For example, if you sell home services, you could place an ad in the home improvement section of your local newspaper, on Google Local Service Ads. However, category-specific ads can be more expensive than franchise ads.Product-specific ads are an excellent way to promote a specific product or service. For example, if you sell air filters, you could place an ad in the local ValPak coupon service. Product-specific ads can be more expensive than franchise ads, but they will allow you to target a specific group of consumers.Store-specific ads are how to promote your business to a specific group of people. Store-specific ads can be more expensive than franchise ads, but they will allow you to target a particular group of consumers. For example, if you have a store in a mall, you could place an ad in the store directory. After learning about the different kinds of ads, it is time to decide which one is right for you. If you are not sure, you can always consult with a professional marketing firm, like The Wizard of Ads™. They will be able to suggest which type of advertising will work best for your business. Or, read this article on the different kinds of ads and how to choose the right one for your residential home services business.
Great Ads vs. Bad Ads
There's a difference between GREAT ads that don’t try to be everything like BAD ads do. Product-specific and store-specific ads are popular ads because they're most likely to result in a purchase.Category-specific ads are bad because they can alienate potential customers who don't fit into that category. Bad ads are generic and bland. They try to be everything to everyone and usually don't work well. If you want your ad to be successful, make sure it's a great ad! What makes a GREAT ad?
- Information that is relevant and useful: The best advertisements are the ones that provide information that is relevant and useful to the reader. Ads that are full of fluff or empty promises are quickly forgotten, but ads that offer something of value tend to stick in people's minds.
- A strong call-to-action: A great ad should have a strong call-to-action that tells the reader what they need to do next. Whether "click here to learn more" or "call now for a free consultation," make sure your ad includes a clear CTA.
- Eye-catching visuals: Ads with eye-catching visuals are more likely to grab attention and get noticed. If your ad is dull or unappealing, people will scroll right past it.
The bottom line is that there's no one-size-fits-all solution for advertising. But by keeping these four tips in mind, you can create an ad that's more likely to get noticed—and generate results for your business.How do you choose the right ad for your business? If you're unsure, start by considering what makes your product or service unique.What sets it apart from the competition? Once you know that, you can create an ad targeting your audience. And if you're still unsure, there's always the option of hiring a professional marketing agency to help you make the perfect ad campaign.Ready for those results? If you're a residential home services business owner, book a call with Wizard of Ads™’s Ryan Chute today.
These are the Four Kinds of Ads
As I mentioned earlier, there are four kinds of ads to discuss in this article: Franchise, category-specific, product-specific, and store-specific ads. I will briefly review each type below and discuss the "gold seal ad" in more detail.
Franchise ads are a type of business advertising typically used by businesses with multiple locations. Franchise ads generally are placed in newspapers or on websites with a lot of ads catering to a specific industry or market. These ads usually feature the company's logo, contact information, and a brief description of its services. In the words of Roy H. Williams, these ads “create the master brand.” These ads attract enough customers to the store due to its ability to afford a high-quality ad campaign. Often, this strategy succeeds.
Category-specific ads are another type of offline or online advertising geared towards businesses selling products in a specific category. For example, if you own a landscaping company, you may want to place ads in magazines that focus on gardening or landscaping. These ads usually include the company's logo, contact information, and a brief description of its products or services. In the words of Roy H. Williams, "Category-specific' institutional' advertisements are useless." They are written so vaguely that they apply to all advertisers. Roy H. Williams also says a rendition of the quote, “Ads don’t work well for anyone if they fit everyone.” These were called institutional ads in the past, and they’re not recommended.
Product-specific ads are yet another type of offline or online ads geared towards businesses selling a particular product. For example, if you sell HVAC equipment, you may want to place ads in magazines that focus on home improvement. These ads usually include the company's logo, contact information, and a brief product description. You may want to consider whether it takes a manufacturer's 50 cents to run product-specific ads. These ads benefit retailers who sell the product. It's about the product.
"If you’re paying half the cost, make at least half the message about you." — Roy H. Williams
Store-specific ads are designed for businesses that have brick-and-mortar locations. These offline or digital ads usually include the company's logo, contact information, and a brief description of its products or services. According to Roy H. Williams, such kinds of ads require, “Expert ad writers conduct in-depth, detailed research.”An example of this kind of ad for a Garage Door company looks something like this:"Joe's Garage Doors1234 Main StreetAnytown, USA(555) 555-1212Did you know your Garage Door is the most vulnerable area of your home? A failing garage door exposes your family to break-ins, acts of God, and noisy disruptions. Hi, I’m Joe. Come by our showroom today and see our vast selection of Security Certified Garage Doors™. Keep your family safe, today."
Story of Heisenberg's Jewelers
Then, there's the Gold Seal Ad. The story below of Heisenberg's Jewelers is true and a slightly-changed rendition from mondaymorningmemo.com. The only information changed by Roy H. Williams is some critical information, such as the name of the store, town, and vegetable. The story is about Heisenberg Jewelers, a 105-year-old business that had been recently renovated with new white carpeting, a large chandelier, and wooden paneling. Roy H. Williams compares the jewelry store to the Sistene Chapel, despite the town being designated with a low level of residents and the world’s turnip capital. He says it’s intimidating, with many of the town’s farmers feeling improperly clothed for the store. When he arrives, his client tells him who they believe their customers are. They say they cater to 40-year-old rich women. Upscale, well-dressed, always buys the best kind of customer is who Roy is told to target. All of this was happening in October, right before what would be Heisenberg’s last Christmas season if the store didn’t turn around its sales by January. Roy told them he can’t just create 40-year-old rich women out of thin air. He must write ads for men, too. Here is the Heisenberg radio ad created by Roy that saved the jeweler:“Some of you will be fortunate enough to discover under your Christmas tree a small package with a gold seal that says 'Heisenberg's.' Now you and I both know there's jewelry in the box. But the man who put it there for you is trying desperately to tell you that you are more precious than diamonds, more valuable than gold, and very, very special. You see, he could have gone to a department store and bought department store jewelry or picked up something at the mall like all the other husbands. But the men who come to Heisenberg's aren't trying to get off cheap or easy. Men who come to Heisenberg's believe their wives deserve the best. And whether they spend 99 dollars or 99 hundred, the message is the same: Men who come to Heisenberg's are still very much in love… We just thought you should know.'"
The Wizard of Ads and the "Gold Seal Ad"
The Wizard of Ads™, Roy H. Williams, explains why his "Gold Seal Ad" worked for Heisenberg's Jewelers, even though some believed the contrary: He said the ad gave the audience what they already knew about Heisenberg’s Jewelers… Except it made them feel different about it. What they basically said was:_“If your husband voluntarily comes to this scarily expensive store, he must really love you.”During December, men rushed into Heisenberg’s, waving wads of cash at the register. They shouted, “Make sure that damn gold sticker is on the box!” Heisenberg’s raked in the bacon. And it got the Wizard of Ads™ noticed. A jeweler from Connecticut called him about a little over a year later. He angrily asked him why his radio ads that he ran over Christmas didn’t work at all. Roy quickly figured out that his Turnip Valley client had given this guy a copy of his ‘simple gold seal’ advertisement as if it were a miracle cure.“‘That ad didn't fail,' I said to the man. ‘Your town's scary expensive jeweler found it highly effective. Christmas was fantastic for him. You are to thank for that. Your town's residents just knew that your store wasn't the one described in the advertisement.’”_The moral of the story is? The best ad is the one that's right for your business, not the one that's right for your ego. Heisenberg’s gold seal campaign wouldn’t have worked without its reputation for being expensive and intimidating. That’s because it was specific to this store. No matter the delivery, the message would work.
“It was the message – not the media – that delivered our miracle.” – Roy H. Williams
What Kind of Ads Are You Running?
"Franchise ads are for team players who want to help build a strong collective brand.Product-specific ads are for special promotions.Store-specific ads are for local branding.Category-specific 'institutional' ads are a waste of money.
What kind of ads do you run?"– Roy H. Williams
If you're not sure what kind of ad is right for your business, try asking yourself these four questions:
- What are you selling? If you're selling a product or service, you'll want to focus on creating ads that highlight the features and benefits of what you're offering. You'll want to ensure your ads are targeted to the right audience, so think about your ideal customer and what they're looking for. For example, if you're selling a new kind of widget, your ad might focus on how much easier it is to use than other widgets on the market.
- Who are you selling it to? That is where targeting comes in. You'll want to ensure your ads reach the right people, so think about your ideal customer and what they're looking for. For example, if you're selling garage door openers, your ad might be more effective if it's targeting homeowners in a suburban area rather than apartment dwellers in a city.
- What's your budget? You'll need to set a budget for your ad campaign, so think about how much you're willing to spend. Remember that you don't necessarily need to spend a lot to get results - sometimes, a well-targeted ad on a smaller scale can be just as effective as a larger one.
- What's your goal? What do you hope your ad will achieve? Are you looking to increase brand awareness, generate leads, or make sales? Once you know your goal, you can tailor your ad campaign to suit it.
Answering these questions can help you determine which type of advertisement will be most effective for your business. If it doesn't, and you're a residential home services business owner, book a call with Ryan Chute of Wizard of Ads™. I will surely help.