I don’t know what it is lately, but it seems like wherever I look some business is forgetting to include basic information in their advertising.  It’s like sending a party invitation without disclosing your identity.

My wife asked me to look up the phone # for a large (nationally known) producer of real estate signs the other day.  I Googled them and instantly had their web address.

I went to their website expecting to see their phone # of the home page.  No.

Maybe it’s on the about us page?  No.

It was nowhere.  To get their #, I had to go back to Google where dozens of listings OTHER THAN THEIR OWN had their phone #.

In another instance this week, I received an email advertisement from a local retailer trying to drum up some last minute sales.

Unfortunately, the only place their name was listed was on the email address.  No logo.  No phone #. No address.

In yet another example, I received an advertising postcard from a private school.  No Logo. No phone #.  Their name was mentioned only within the ad copy (that most people don’t read).

It happens all the time and it causes money and effort to bring far less return than desired.

The solution?  You need a checklist and some standards.

What standard information should every communication carry?

Name?

Address?

Phone #?

Web address?

Email address?

Store hours?

Logo?

Slogan?

You decide… then create a checklist that must be signed off on before any marketing gets finalized.

Otherwise, you might throw a party and no one will come.