3: How To Be Your Own Ad Agency

What makes a great message? What the customer wants, perhaps…?


Before you spend your hard earned money on any advertising expenditure or website development, consider the process that goes into every advertising campaign. Believe it or not, the process of coming up with the right message to reach your audience is always the same whether it is done for you by an expensive advertising agency, or by you. Before any more dollars are spent, spend a bit of time thinking about the process of building a trusting relationship, like the one between you and your customer: What does it look like?


Ask yourself the questions that every successful campaign must answer. Ask your customers, friends or collegues in order to gain extra perspective and insight.

What do you want your target audience to know about you, your product or service, or your company?

  1. Look at your competition to find out what the points of difference are.
  2. Build a unique proposition, or a few of them, that solves their problem or fulfills their need.
  3. Ask yourself who exactly are you talking to. Who is your target audience?
  4. Spend even more time defining your audience to get the right tone for your message.
  5. Now, build the profile of your ideal target audience: Who are they (age, gender, income, etc.); How do they live? What do they do it a typical day?; What is their buying cycle and lifetime value?
  6. When or what time of day is the best time to get their attention. How do they like to be spoken to? (media)
  7. Ask why they should be very interested in your product or service.

You have an exact profile of your customer and will have a pretty good idea of the correct medium with which to reach them. You can now start to build and nurture a list of customers that will fulfill your marketing goals.

You can now craft your offer. Don’t just PUSH your company on them by telling them that they should buy from you. Rather, PULL them in by telling them how you can solve their problems, that you recognize the challenges that they face or what is keeping them awake at night.  Get their attention and then tell them this 2 or 3 times and exactly how they can get it right now.

This is the exact process that every successful advertising campaign or agency follows. IT IS NOT A MYSTERY.

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