<center>  </center>
*<center>This Coca Cola ad is an example of an institutional ad.</center>*
Hello everyone,
It's time for the first ever addition of **Will's STEEMIT, Power Positioning Digest!**
I hope you find the following information worth your while.
Let's talk for just a moment about *advertising.* How much do you spend to keep your name (or company's name) visible?
A lot of executives believe that they simply must raise the visibility of the company they work for. And why not? After all, there is competition. Who knows if the target audience thinks of **YOUR** brand, or that of your competitor **FIRST,** when they hear what you sell?
**<center>(Ok, if you've done market research you should know this, but for the sake of argument here ... be nice and play along. Mmm'Kay?)</center>**
The truth is, if your advertising isn't screaming for that target audience to **DO** something … you're wasting money. (Unless you are a mega corporation like Coca Cola or Pepsi and have millions to throw around and waste.)
Think about it for just a moment.
Take display ads on the internet, print ads in a magazine, in a newspaper, etc. Most have slogans, statements, and other dribble that really says **NOTHING.** They compel no one to take action. The make no case for a sale.
*"We're the best at what we do."*
*"Rest easy."*
*"You're in good hands."*
Great.
Congratulations.
You just put money that could have been used for **EFFECTIVE** messaging into the pockets of whatever platform sold you that ad space. And, you bounced right into and out of the attention of whomever saw your ad.
**<center> Your war chest is now smaller with nothing to show for it.</center>**
Okay, what should you do instead as an Entrepreneur with a limited budget?
Don't use display advertising or print ads etc. in general …. And yet if you **MUST,** then by the stars above …. **PLEASE** put in a call to action!
Call this number. Click this link to (buy, learn more, whatever). Come to our offices for a consultation … etc. etc. etc.
What I'm talking about is institutional advertising, which only gets the name, or logo, or both and a slogan in front of the audience vs. direct response ads, which are designed to provoke an emotional response, and which includes a clear call to action.
The great marketer Jay Abraham has a **LOT** to say on this subject. If you're in the mood to learn more and go in depth, I suggest getting a hold of an old copy of his great book, *"Stealth Marketing: How to Outmaneuver, Outwit & Outmarket Your Most Formidable Competitors Before They Know What's Hit Them."*
I actually went over to Amazon to check if this book is still available, and it doesn't look like it. Still, if you can find a copy, borrow one from the library, or bribe someone into lending you a copy … do it.
Finally, remember!
You can't position yourself for success, especially if you're an entrepreneur with a startup, or you're a small business owner, while at the same time wasting your money on ineffective advertising.
Peace, Peeps. I'm out.
hiveblocks