Sunday, January 14, 2018

CAN YOU AFFORD NOT TO ADVERTISE? by David Margolis, President, Syndicated Ad Features

While there can be little question that these are tough economic times that challenge the resourcefulness of small businesses and professional practices, it is hardly a time to cut back on advertising. If anything, it is time to step up efforts to maintain your visibility in the public eye and remain relevant with your advertising message. You could be offering the best goods and/or services in your area but, if people are unaware of who you are and what you do, they will not be buying. 

In this respect, advertising is as important as stocking your shelves and opening your doors to business. It establishes your presence. If you are not already advertising effectively and consistently, it is important that you start putting your name and face in front of the public. If you are already advertising, keep it up! Otherwise, the public might assume that you have disappeared.

Monday, January 1, 2018

"WHERE EVERYONE KNOWS YOUR NAME" by David Margolis, President, Syndicated Ad Features




With the acknowledgment that this week's headline owes its widespread familiarity to the long-running hit sitcom Cheers, we evoke the well-known phrase to underscore the importance of frequently advertising. As has been said many times, frequent advertising builds familiarity which leads to trust. When prospective clients, patients, or consumers lay their eyes on an advertiser's face and words in the local newspaper, week after week, it tends to build the kind of rapport that neighbors create when they repeatedly bump into one another in their locality. 

Not only do readers begin to feel as though they know you, they look forward to seeing your face and hearing what you have to say. At that point, a successful advertising strategy built on consistency and frequency begins to pay dividends. After all, who would you do business with or seek personal service from - a randomly selected stranger or a trusted and respected friend?

Sunday, December 17, 2017

WHAT'S THE POINT? by David Margolis, President Syndicated Ad Features




Has your attention ever been grabbed by a headline that immediately leads you to read a column that provides no real answers or explanation until the final paragraph? Good advertising should be concise and worthy of the reader's time and attention. Syndicated Ad Features incorporates its client's picture and byline into an eye-catching format that leads with a headline and follows up with a concise and interesting column that is designed to educate the reader in 120 words or less. 

Over time, this series of information-based advertorials builds a personal relationship that leads the reading public to regard you, the advertiser, as having the knowledge and expertise necessary to provide the service and/or product they want or need. That's the point! Branded content draws an audience that is more likely to purchase products and services.

Sunday, December 3, 2017

FREQUENCY RESPONSE, by David Margolis, President, Syndicated Ad Features





Frequent and consistent advertising builds awareness in the mind of the consumer, which leads to familiarity, which in turn creates trust. Thus, it is important that advertisers follow a regimen that places their faces, services and products on the pages of local newspapers to draw in readers.

The fact is that many advertisers grow tired of their own advertising long before their readers ever do. From their standpoint, readers value consistency, in terms of placement, style, format and an interesting, entertaining and informative topic. A customer or patient may not need your product or services today or even next week. The payoff from consistent and frequent advertising comes when there is a choice to be made and your advertising efforts have placed you top of mind at the forefront. In the reader's mind, you are a familiar, trustworthy and unwavering friend and neighbor worthy of their business.

Sunday, November 19, 2017

A CLEAR MESSAGE!, by David Margolis, President Syndicated Ad Features



When readers come upon an advertisement, they should be able to tell immediately who the advertiser is and what is being offered. Otherwise, it's on to the next picture or headline. With this in mind, Syndicated Ad Features offers its clients a clean layout that includes an attention-grabbing headshot that is designed to familiarize the readers with the advertiser; an attention grabbing, bold-type headline; and a well-researched, well-written column that personally conveys the advantages of working with this local business. 
From a visual standpoint, Syndicated's editorial layout makes important use of white space and a border to separate its information-based advertising from surrounding advertisements. One look tells the reader that this is something different and worthy of attention. A subsequent reading reaffirms the positive impression and establishes a relationship.



Sunday, November 5, 2017

NOT “NEW AND IMPROVED”, by David Margolis, President, Syndicated Ad Features



By its very nature, our informational type of advertising assumes that readers of our clients’ advertisements are intelligent and inquisitive. When one of our dental clients runs a column on dental implants, the goal is to explain the implantation procedure and explore its advantages. The same might be said of our real estate clients, whose weekly columns help familiarize buyers and sellers with the importance of evaluating properties and facilitating sales. By the same token, the dermatologists among our clients run weekly columns that advise readers about wrinkle removal, skin cancer prevention and treatment,   and even new research that points to new treatments for inflammatory skin diseases (among a host of other pertinent topics).

We believe that, if we enable our clients to treat consumers with respect, their efforts will be rewarded. 

Sunday, October 22, 2017

VISIBLE RESULTS, by David Margolis, President, Syndicated Ad Features



           
If you are not advertising effectively, you are essentially invisible to the public. Unless they drive by your business and see an “OPEN” sign on your door, they will assume that you are no longer in business if you do not advertise 

With that stark bit of business reality in mind, Syndicated Ad Features has developed a very affordable advertising plan that literally puts your face in front of the public eye. Each of the weekly columns that we provide to our clients has their names and faces prominently featured above the headline. That way, readers readily learn the names and faces of our clients. In fact, many of our clients have told us that they have been recognized and greeted by name by strangers happening to walk by them on the sidewalks of the towns in which they advertise.
            
That’s effective advertising!

Sunday, October 8, 2017

INFORMATIONAL ADVERTISING by David Margolis, Syndicated Ad Features


We cannot lay claim to having produced the first piece of informational advertising. That distinction goes to the people at Vitamix Blender, who, in 1949,  showcased William G. “Papa” Barnard on TV demonstrating how the public could eat more healthfully.

However, 18 years later  in 1967, we at Syndicated Ad Features launched our first piece of informational advertising to our clients. What we knew, along with Mr. Barnard, was that people would be more apt to buy your product and services if you showed how they worked. Since then, we have been educating the reading public about what our clients do by explaining their experience, techniques, and materials with consumers.


In this “infomercial” age, we stand at the forefront of providing informational advertising to the public that helps our clients prosper.