When it comes to advertising, too many businesses focus on making the flashiest, most creative ad—without considering the bigger picture. Here’s the truth you want: great advertising isn’t only about creativity. It’s about strategy. If you don’t have the right strategy in place, even the most brilliant ad won’t move the needle.
I get it—the creative side of advertising is exciting. We all want to have the greatest Super Bowl ad that generates excitement in millions of people. (If you do—and you have $9 million to spend—I’ll make some calls…) But too often, people overlook the most important elements of advertising. Many are even hesitant to ask an advertising executive about strategy, fearing they’ll be met with a sales pitch. (HA! You’re Smart…)
Successful advertising hinges on four essential elements—what I’ve learned are the Four Keys of Advertising. Nail these, and your advertising dollars will work for you instead of disappearing into the void.
Fundamentals: Advertising is Not Marketing—And It Shouldn’t Be Your First Step
Here’s where many business owners get it wrong: they jump into advertising before they build their brand and marketing strategy. (Please read that again… and let it sink in…)
Advertising is a subset of marketing—it’s just one tool in the toolbox.
Smart business owners start with branding and marketing first. They define their message, build trust, create a loyal audience, and then amplify their reach through advertising.
Before you run an ad, take a moment to ask yourself:
- Do I know my brand story and messaging?
- Do I have an audience that already trusts me?
- Am I investing wisely in all aspects of marketing, not just ads?
- Am I ready and able to handle the interest I receive? Is my website or process solidified so I can easily capture new clients?
Those who simply throw money at advertising, believing it will fix their business problems, often don’t realize until it’s too late that they could’ve just thrown dollar bills into a crowded street and been more effective.
Invest Wisely
Advertising is powerful—but only when done strategically. If you get the Four Keys right, your advertising will work for you rather than being a wasted expense. (And those of us in advertising have had to endure the business owner who insists, “advertising doesn’t work.”)
Advertising works wonderfully when it’s appropriately managed and aligned with realistic expectations.
(After all… companies are about to spend $9 million… Quick reminder, if you want me to make calls, just let me know… Cash upfront, please…)
Strategy Beats Creativity Every Time: The Four Keys
Here are the Four Keys of Advertising that I was taught and continue to teach my clients, today. Regardless of the medium they use—whether it’s radio, TV, print, newsletters, or the Santa Barbara Visitors Center which reaches 90 thousand visitors/vacationers to Santa Barbara. (hint, hint… 😉,😉)
Key Number 1: Reach – The Right Customer
It doesn’t matter how clever your ad is if the wrong people are seeing it. The best advertising targets the right audience—those who actually want, need, and are willing to pay for your product or service.
Before you spend a dime, ask yourself: Who is my ideal customer, and where do they spend their time?
(If your ideal customer is vacationers in Santa Barbara, you might consider the Santa Barbara Visitors Center. If not, then you shouldn’t advertise there—no matter how smooth their advertising specialist is…)
Key Number 2: Frequency – The Right Number of Times
One ad, seen or heard once, isn’t enough. Research shows that people need multiple exposures before they even notice an ad, let alone take action. The sweet spot? At least seven touches before a potential customer starts recognizing your brand. If you’re running an ad once and expecting magic, you’re setting yourself up for disappointment.
In radio advertising sales, I used to tell clients that 28 commercials per week is what top advertisers do. Frequency is critical, and sometimes that means advertising in multiple places—radio pairs well with print, online advertising, and yes, even Visitor Centers in Santa Barbara… (Still funny, right? I’m biased, but I sure think so…)
Key Number 3: Consistency – The Right Duration
Advertising works best when it runs consistently over time.
A single week of advertising isn’t enough to build momentum. Some studies suggest you need at least 12-16 weeks to start seeing real traction. Short bursts might get temporary results, but long-term consistency builds brand trust and recall.
This is why your account executive is always telling you to renew your advertising. They know that the longer you advertise, the higher your chances of making a big sale. (Well, that’s one of the reasons… The other is they make money when you keep renewing…)
Key Number 4: Creative – The Right Message
Yes, creativity still matters.
But a beautifully designed, funny, or heartwarming ad won’t save a campaign that lacks the first three elements.
Your ad should be clear, compelling, and aligned with your brand—but don’t obsess over perfection.
It’s better to have a good ad in front of the right people, the right number of times, for the right duration—than a perfect ad no one sees.
Conclusion: (One Last Semi-Funny Joke Before You Go…)
The next time a door-to-door advertising rep cold calls you and says, “You just need a great ad,” tell them that Josh Damigo, the advertising specialist at the Santa Barbara Visitors Center said:
“Strategy beats creativity, every time.”
(They won’t know who I am, but that doesn’t matter. In fact, feel free to send them this article—I’m happy to train them on how to advertise better, as well…)