Advertising Campaigns

Business opportunity seekers know that no matter what media you might advertise in - print, television, Internet, trade shows or direct mail - every advertising campaign revolves around three important factors: List, Offer, and Presentation. That seems simple enough yet all too often businesses fail to work through the implications of these three simple terms and end up wasting thousands of dollars in useless advertising.
The essence of "LIST" The reason "LIST" is so important is that your list is your audience. The more carefully you select your audience the more response your ad campaign.
Every form of advertising involves a "list". For print publications it is the circulation list, for direct mail, it is the mailing list, for trade shows it is the registration list, for TV it is the channel reach demographics, for the Internet it is the demographics of the visitor to a website or the email addresses of an emailed newsletter.
Poor list choices invariably lead to poor results. An extreme example would be the business that mails a cosmetic offer to a list of male executives.
The power of "OFFER" The "OFFER" is the next most important element of an advertising campaign. Like lists, a poor offer provides poor results. Many businesses get caught up in the creative aspect of an advertisement and forget to make an offer.
A good offer consists of a clear, compelling proposal and a call to action. Examples are:

Then, there's "PRESENTATION" Contrary to most people's intuition, of the three factors, "PRESENTATION" is the least important. Sure it helps to have a creative, eye-catching layout and graphics, but ultimately having a well-selected and relevant list together with a compelling offer has greater effect. One advertising expert once said that "the purpose of graphics was to highlight the offer". In spite of this, many businesses overspend on the "PRESENTATION" but scrimp on the list or offer.
A simple formula that works Relying on these three simple factors may seem simplistic to some. But generations of business opportunity seekers have found that making good choices on list, offer, and presentation has served them well.