What's In it For Me?

Stressing Image Over Substance

Image advertising is all about you and your business. How great you are, your qualifications, years in business, full-service product line, etc.. But your prospects don't care about you, they care about themselves. Anyone reading or listening to your ad has one question in mind: "What's in it for me?"

Simply put, an image ad has no way to track results. Its goal is to keep the company name in front of the public and often tries very hard to be clever. Watch any beer and soft drink commercials and you'll know what I mean. By contrast, a direct response ad is trackable using "coded" responses. Your business knows exactly which ads their prospects are responding to. This helps you measure the effectiveness of each ad.