You could summarize the structure of most ads from small businesses as follows: Company name Company logo A laundry list of services offered Claims of best quality, best service or best prices Offer of a “free quote” Contact details It’s basically name, rank, and serial number. Then they hope and pray that on the very day their ad runs, a prospect in immediate need of their product or service stumbles across it and takes action. This is what I call “marketing by accident.”
