Originally Posted by DanWilliams
BizDoc, when was the last time you saw a business owner that designed an ad that was all about benefits
What they probably need is a survey of what their customers "really" get by doing business with them...then they can try to design an ad
I'm embarrassed for the local businesses when I see their print ads each week....then they wonder why print ads don't work
I hear you. Most businesspeople don't work with a marketing pro to help them. I may not have been clear: I am advocating the business owner stay involved and not advocate responsibility. But ad design is a difficult job and a la Gerber's "E-Myth" phenomenon, owners should stick to leading a company. If you check out the marketing series at http://bizmd.blogspot.com
you'll see I advocate working with an expert.
I've seen owners also completely delegate the job to another and the results were equally dismal. I think it's important for them to participate in the process, not hand it over to a vendor.
Also, to my dismay, these days many ad reps fancy themselves advertising specialists and try to handle the marketing side of the house. Some of them have this competency but some don't.