The title of this post is a quote attributed to one of the biggest names in advertising, David Ogilvy. A recent article in BrandWeek pointed out that most advertising agencies don’t run any advertising. Now, what’s a person to think about the effectiveness of advertising given those two thoughts?

Advertising works, it’s just that most of the people who produce or sell advertising don’t have a clue how to make it work.

Advertising is looked at by most as a tool to create overall awareness. This approach can in fact be a benefit to small business, if the message is right, if the awareness that is created, spells out a benefit. More often then not awareness advertising seems to be an attempt to win advertising awards instead of new clients.

The point is that the most effective form of advertising for the small business does sell – not a product a service, but an action. A call to pick up the phone, surf the web or send an email to get something of value. To begin a relationship with the advertiser.

The good news about this approach to advertising is that you don’t need clever copy, gorgeous models or full pages. You only need a very strong offer targeted at the right audience. Sell permission to educate your prospect and you will find that advertising does indeed work quite well. Heck, I bet ad agencies that practiced this type of advertising could even find new clients.