Hotels.com does Not have a Checkbox for Fireproof

One of the great things about working in downtown Wheeling is that there are so many beautiful older buildings and home. That’s also one of the negatives as some of these structures are in disrepair and many are unoccupied (although it helps keep our lease rates down).

While walking to work today, I noticed the facade of one of these older buildings that advertised “Rogers Fireproof Hotel”. Using 2006 eyes, the advertisement seems strange. We all just assume hotels are fireproof. But at the time, this was an important selling point for this brick structure, perhaps its unique selling proposition, or usp, in modern day terms.

This hotel, from all appearances, is no longer in operation. Were it, surely it would have changed its signage by now. Likewise, businesses and marketing firms need to update creative copy periodically, too.

Hopefully you’ve tested or are currently testing your ads already so that you know what’s working best for you. Even if you have, if it’s been awhile, take a new eye to your print and Web ads – same can go for tv or radio. If you haven’t looked at it in eons, you can probably view it fairly objectively again, although having someone that doesn’t know anything or much about your business (think parents, neighbors, guy in the speedo at the Y) look at ads and tell you what they think you’re trying to say.

And even though search engine marketing accounts like Google and Yahoo! allow you to now put up multiple ads and they will rotate the ads so that better performing ads show more often, it’s not auto-pilot forever.

Is there anything in the news that makes your ad obsolete or that you could use for a temporary advantage?

And if it’s been a really long while, are you no longer able to offer that special or free report? No one’s going to sign up for a free Y2K preparedness kit anymore.

So dust off those old ads to see if you can put more gold in your pan. And see the following links for more blog posts about internet and search engine marketing.

Justin Seibert

About The Author

Justin Seibert is the President of Direct Online Marketing. Justin holds a Bachelor of Arts from Vanderbilt University. He contributes a wide range of online business-oriented topics, including the subject of exporting. His contributions can be found on publications such as the Pittsburgh Business Times, Advertising Age, SES Magazine, and La Voz del interior. Justin and his family enjoy learning about new cultures during their travels.

View Justin's full bio.
Get a free, no-obligation consultation with a digital marketing expert