Ad Value or Add Value?

One of the first bridges to be crossed when launching or building a brand is advertising. How much time and money and effort do I spend “reaching” my target audience with advertising? What is the “ad value” – what’s the ROI?

Advertising certainly has its place in building brand awareness. But perhaps, first and foremost, you should ask this question…how do I add value?

What are you doing, not merely to reach your target audience with a message, but to be a valuable resource? Do you add value, or just add noise?

From the beginning of my new business launch just over a year ago, I started a weekly e-newsletter joined to a blog, in which I highlight news, links, resources, my own commentary, and other stuff. It’s a mix of industry information (pharmaceuticals) and some lighter fare as well. It’s been quite well-received, because many of those in my target audience do not have time or expertise to gather all this info. It’s a weekly investment of time gladly made, because it’s one unique way in which I seek to add value.

This week, I received a very encouraging e-mail, from someone on the list (whom I’ve never actually met):

    I have to say the information that you share with everyone is fascinating and informative, and also fun. I have passed your weekly news on to several of my colleagues here at _________, but wanted you to know how much I look forward to receiving your email every Friday…You really do excellent work in your investigation of current items, future items and even nostalgic things.Thank you so much.

It’s not the first such note I’ve received, but this one certainly made my heart sing, because this person was gaining value. If you invest in adding value to your community, it’s a near certainty that you’ll eventually gather a return on that investment.

So, before you get all caught up in ad value, take a creative look at how you can add value. If others aren’t doing it, why shouldn’t you?

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Author: Steve Woodruff (19 Articles)

Steve Woodruff launched his consulting practice (Impactiviti LLC) in 2006, working with clients to create branding that sticks. StickyFigure, a division of Impactiviti, specializes in helping small and mid-sized businesses that are seeking to make greater impact in their marketplace, but do not have the internal resources to brand themselves effectively. We also partner with larger organizations that need to borrow a fresh creative perspective. Steve also actively consults in the training/communications field, with a particular focus on healthcare and pharmaceuticals; and he serves as VP Communications on the Board of a local ASTD (American Society of Training and Development) chapter in NJ. LinkedIn profile: