This Week’s Ad Critique

This ad for Discover caught my attention. There were few other orange pages in the colorful magazine. Again it is a simple ad. There are lots of action words, but the question is… does it have a clear call to action? “Switch to Discover” is oft repeated, but the ad does not say “apply today” or “call now.” What are your thoughts? Please leave a comment.


For those of you interested in continuing the conversations about effective ads be sure to visit Fletcher Freelance on Facebook. You’ll find a photo album of ads. Ads from this blog will be archived there as well.

If you have an ad you’d like to submit for review please snail mail it to:

Fletcher Freelance
518 South Union Street
Shawano, WI 54166

Get More out of your Next Business Expo or Trade Show

Market to the Right Prospects/Pre-show


As with any marketing efforts, the quality of your targeting will greatly increase your chance of a positive return on investment. Mail to your contact list pre-show. Mention a show special or new product to be introduced. You could even try a “useless without” promotion. Mail your best customers/prospects a walkie talkie. Tell them they must come to the show to get the other.

Set goals. This is the only way to know if your exhibition was successful.

Train your Staff

The appearance of the staff covering the booth is of extreme importance. Make sure they follow the dress code and even take it up a notch for business expos. A professional look is desired. Ensure that they also wear name badges. Exhibitors should be knowledgeable and act professionally.

Someone should be in the booth at all times. When scheduling booth coverage, consider breaks. Staffers should stand with good posture to encourage conversation. Most communication is nonverbal, 60%. Have an open stance, don’t cross your arms. Do not to prejudge. You never know who will be a good client. 83% of business expo attendees and trade show audiences have buying power.

Exhibitors should be prepared with a question to ask passersby. Something beyond asking how they are doing. Ask a question to engage them, something that requires more than a one-word answer. The results of a trade show or business exposition are largely in the hands of your staff. One statistic shows 88% of results are directly from staff.

When working the booth do not sit, eat, sleep, or read. Nor should you be on your phone or computer.

Booth Appearance

Literature should be minimal. As should giveaways. Things that are scarce appear more valuable. Literature and promotional items should be given, not taken. Give a premium gift with contact information. Swag should be linked to your product or service and it should be something that will sit on your prospect’s desk (not in it).

Your booth should be inviting. Do not place any physical barriers (table) in front of your booth. Visitors should feel inclined to walk in and ask questions. An attractive inviting booth may display flowers, balloons, or a statue. Primary attention should go to the back wall of the space.

Keep it simple. Highlight your name and services. If you offer several services, don’t try to promote them all at once. Think about your booth as a billboard. Create a visual speed bump that makes people slow down, but ensure that your message can be conveyed in just a few seconds. Whet the curiosity of show goers and they’ll ask a follow up.

Post Show

It is essential to nudge/remind your contacts. Lead cards or drawing entries should contain all the info you need to follow up with a phone call or email. Offer to send the info packet you didn’t give away at the show. Consider personalized promotional items or deferred rewards. If you found out where the point of pain was - you’ll know how to proceed.

Ads That Persuade

Whether you call it advertising, marketing communications, copywriting, or ads – I enjoy them all. I like reading, watching, listening to, and writing ads.

With all the communication, really an excess of ads, sometimes I feel like I’m just adding to the hum that most people block out. On the other hand, I work for some really great companies – especially local companies. I know the importance of shopping locally and how important differentiation is.

I DON’T want my clients to shout at you, post continuous updates of their low low sale prices, or overwhelm you with technical jargon. That stuff doesn’t work! I don’t even “stay tuned” for those kinds of marketing communications.

What are the techniques used in advertising? What does work? What doesn’t? Stay tuned my friends. The next couple of posts will address these questions. I’ll also provide samples of ads that I really like, not just because they’re entertaining, but because they are effective.

Rustoleum - "Any angle. Any surface. Any questions?"

This Rustoleum ad works because it is simple, addresses a point of pain (other spray paints only work when held upright), and it is visually appealing.

WHAT ARE ADVERTISING TECHNIQUES?

Simply put, techniques are communication tools that we use in our everyday lives. These tools influence thoughts, feelings, and memory. Humans naturally choose words and the way we deliver them to arouse interest, captivate attention, explain, and affect desires and actions. As a mother of a two-year-old I can tell you I constantly experiment with words and delivery methods to achieve the desired result.

Today about 50 different ad techniques have been defined. But as far back as Aristotle in 423 BC three primary persuasive techniques have been proven; Ethos, Pathos, and Logos.

ETHOS – Greek for “character.” The credibility or ethical appeal is based on the reputation of the writer/speaker/company. When you become an authority on a subject and someone likable and worthy of respect - then your marketing will have greater impact.

PATHOS – Greek for “suffering” or “experience.” Emotional appeal or appeal to the audience’s sympathy is effectively used to enhance an argument or persuade. If the audience identifies with the writer’s point of view, empathizes with the campaign – then abstract concepts become palpable and present.

LOGOS – Greek for “word.” This is often thought of as the logic of reasoning or internal consistency of the message. This is the most important means of persuasion, and the easiest to utilize. Give reasons and back up your claims with supportive evidence.

Watch for a more in-depth article on Aristotle’s Three Elements of Persuasion in the near future. Next week – 20th century and beyond.

If your ads are drowning in a sea of cliché please call Fletcher Freelance today.

(715) 584-6773

About Business Cards

I really enjoy business cards. I have a grand collection of the little things, about 150 different cards. They sell sheets of plastic holders at most office supply stores. I alphabetize them and snap them in a three ring binder. Seems a little OCD, but I learn a lot from my business card portfolio.


Your business card says a lot about you. It is often a first impression. Hopefully it is a reminder after you’ve parted ways. It is a place for your contact information. Additionally, it is a marketing piece. Your business card should motivate the holder to take action.

Your card should include more than pertinent info. If most of your work is online, do you need a physical address on your card? Instead, could you highlight your results, a product or service, your guarantee, or USP (Unique Selling Proposition)?

Of course I’m not saying you should fill every available space with content. On the contrary, your card needs to be easy on the eyes. Consider the shape, color, paper, and design. Would your card stand out as I flip through my book? What if I don’t remember you and can only form my opinion of you based on the card?

My card has rounded corners. I recently received the only other card I’ve seen with rounded corners. There are few black cards, six to be precise. The hot pink one looks cheap, but the blaze orange card of the local Harley Davidson dealer “works.” Some cards feel thin, others thick and high quality. An attorney’s card is light, translucent. It feels like velum paper. The text is embossed. It’s different, but simple – one of my favorites.

One card is very heavy on the content. It has 52 words on the front side alone. It’s still is a great card because it is easy on the eyes. The text is of varying sizes and the card has lots of graphic enhancement. The minimalistic cards can be highly effective, especially with a high quality image and an intuitive company name.

Some cards are stuffed back and front. I understand your desire to make use of space, but many people like to write notes on the back of business cards to help them remember who they met. A blank back can also be used by you. It’s a great place to write info for the recipient, perhaps additional contact info, or a service that would benefit them.

Please, unless ABSOLUTELY necessary, don’t cross out your phone number or email address and handwrite the correct one. This looks so tacky. I understand if you have to do this for a day or two, before you get new cards, but don’t try to “use up all the old ones first.” Recycle the old ones, give them to your children for a craft project, wallpaper your office with them, but don’t hand them out.

Be wary of using an online business card printing company (especially very inexpensive ones). I have two of the same cards with different company names. Not a good way to differentiate yourself. Not a good way to look professional.

I think my next card will be black; my website will be dark when I redo it. The materials that present you should have a common denominator; they should look like you. And it is okay to update now and then, even a drastic change is called for once in awhile.

Please snail mail me your business card. I’d be happy to give you my thoughts on it or help you design a new one.

Terra L. Fletcher
Fletcher Freelance
518 South Union Street
Shawano, WI 54166

P.S. Marketing Predictions for 2011 will be published in my newsletter tomorrow! Sign up NOW! Simply type your email address in the box in the left column. My newsletter is only once a month (no annoying daily or weekly emails). And of course, I never share your info.

Tips for Choosing the Right Domain Name

Your domain name or URL is important for a successful website. Your domain name builds trust and credibility. Even established businesses should have a website to make prospects feel more comfortable and secure. Email addresses at your domain name allow easy handling of customer requests and are much more reputable than email addresses from free webmail accounts. If you choose your website name carefully it will come up easily in internet searches.


Your domain should be one of two things, your company name or a top keyword (keyword phrase). Make it intuitive if possible. The domain should be unique. It is considered somewhat shady to use an only slightly modified version of an already popular website (misspellings for example). If possible choose a dot com (.com). If your traffic will not largely be based on type-ins and branding or name recognition isn’t important, by all means use .net, .org, or other suffix. You will be disadvantaged (without a dot com) if your ideal customers are a little less tech savvy. Many people who use the web still assume it consists only of dot coms.

Of extreme importance is a domain name that is easy to type and easy to remember. Don’t use words that are hard to spell. Some sources recommend avoiding the letters q, z, x, c, and p because they are not easy to type. Because of word of mouth advertising and radio advertising avoid using numbers. You’ll waste your air time explaining, “That’s the number four as a numeral.” The same goes for hyphens; avoid them. Short names are easier to remember and fit more neatly on offline marketing materials.