Media Ads
I’ve dealt exclusively with small (make that very small) businesses my entire career. Most didn’t have the deep pockets mandatory for mass media advertising, so we didn’t even go there. Others’ markets were B2B and/or very narrow, making TV, radio, and large metropolitan newspaper advertising wildly expensive and inappropriate.
These reasons account for the fact that the ad samples below appeared in local media, low-circulation trade or professional journals, or special-interest newsletter-style magazines.
Sample Media Ads
Spring 2007 Daily Times-Call Newspaper
(2 c x 7" financial consultant's ROP ad)
Head: Changing jobs? Retiring soon?
Subhead: It’s rollover time . . . NOW.
Copy: You know rolling over your 401(k) into the right investments is critical for your retirement security: you simply can’t afford to mess up. You can’t afford a consultant who won’t return calls, either. You want good returns and great service. Good. We have a match. I’m a financial consultant who concentrates on rollovers. I’m also quite clear about what constitutes superior service. Call me.
August 2006 Longmont Daily Times-Call Newspaper
(2 c x 4" comfort shoe store travel section ad)
Head: Look good. Feel even better
Subhead: your entire trip . . .
Copy: when you wear this brand-new, dressy-casual Dansko "Madrigal" with open sides and a slender strap. Walk for hours — in comfort — on Dansko's patented rocker sole design. A favorite sole design of those who work on their feet for hours at a time, it'll be your favorite when you spend hours on your feet – in The Smithsonian, the Louvre, or wherever you're headed! Look good. Feel even better.
January 2006 Longmont Daily Times-Call Newspaper
(2 c x 4" comfort shoe store travel section ad)
Head: Spend the entire day ON YOUR FEET.
Copy: Shop till you drop in Santa Fe’s colorful markets. See acres of art in Italy’s museums. Walk through Victoria’s luscious gardens. Sightsee all day in this Dansko clog, "The Professional." Teachers, chefs, nurses, and others who work all day on their feet rave about this shoe. While they work all day wearing it, you can play all day wearing it.
September 2005 Longmont Daily Times-Call Newspaper
(2 c x 4" comfort shoe store travel section ad)
Head: Slide through security
Copy: with this “Seamy Slide” from Wolky. A casual, asymmetrically designed nubuck clog in six yummy fall colors, it’s your ticket through airport security and trip-long comfort.
• Super-soft, breathable leather lining
• Removable insoles
• Built-in arch support
• Lightweight, flexible, polyurethane outsoles
Slide effortlessly through airport checkpoints and all-day touring.
April 2004 Longmont Daily Times-Call Newspaper
(2 c x 4" comfort shoe store ROP ad)
Head: Want it ALL?
Subhead: Protection, comfort, freedom and support?
Copy: Get it all in this activity sandal with a toe guard, designed by a world-class sailor who tired of bumping his toes. He added a non-slip sole to prevent falls on slippery decks, then anti-odor treatment — for obvious reasons. A shock-absorbing, anatomical footbed completed his design, along with a drawstring closure, allowing for bare feet or the thickest of socks. Available in bright colors or neutrals. Get it all — the support and protection of a shoe, the freedom and comfort of a sandal.
October 2002 Longmont Daily Times-Call Newspaper
(2 c x 4" comfort shoe store ROP ad)
Head: “Young” and “cute”
Subhead: don’t always translate to “toe-pinching” and “excruciating.”
Copy: Take this "Jade," for instance. Its leather-covered, contoured, cushioned insole has even more cushioning in the ball and heel areas. A wide toe box means no pinching. The leather-lined interior means less moisture trapped in the shoe. Its patented Dansko rocker sole gives pure comfort and an anti-skid tread. In this case, “young” and “cute” mean “stylish” AND “comfortable.”
September/October 1997 Nexus Newspaper
(full-page yoga institute's ROP ad)
Head: Your back and head ache as you rush from meeting to meeting. You pound on your computer till your neck and shoulders scream "Stop!"
Subhead: You’re on your feet ten hours at a stretch. You lift heavy boxes — or kids — every day. You stand or, just as bad, you sit — all day. You work your body hard, and your body’s telling you it’s growing weary of the daily grind.
Copy: Did you know there’s a safe, gentle answer to the aches and pains caused by your everyday life? It’s yoga. Not the pretzel yoga positions you may have seen. We’re talking practical, soothing stretches that can help you undo the damage done to your body by your hectic schedule. There’s even a series of yoga poses especially for back pain. Other yoga postures can help prevent neck and back problems. Give yoga a shot at your aches and pains. . . .
©2009 T.R. Bennett
