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How
To Make Your Advertising Really Work
Advertising is one of the key
marketing communication strategies that can significantly reduce
your overall marketing costs and increase sales -- if it's developed,
placed, and scheduled properly.
What does it take to make your
advertising successful? Ask yourself these questions: What is
it that stops me long enough to read and ad? What TV commercials
do I watch and why? What direct mail do I open? And what are
the common elements that they all possess?
If you can't define those elements,
start paying closer attention. They'll probably incorporate the
6 main elements listed.
But there
are other factors as
well that will determine whether your advertising is effective.
Identify your
target market. Before you
decide where to run your advertising, you must understand your
target market. Do you know the demographics and psychographics
of your target market? Those are the age, education, income,
sex, and lifestyle characteristics of your customers or clients.
Without a precise picture of who your target market is, you'll
waste valuable time and advertising dollars.
Knowing your target arms you
to make good media selections based on how well that media delivers
a qualified audience. And, you'll be able to evaluate that media's
ability to get you in touch with your market at a competitive
cost per contact.
Develop Communications
Strategies to help you combine
and incorporate the best media mix, frequency and message necessary
to influence more prospects to purchase from you. Frequency is
one of the key ingredients to the success of your communications
program.
Studies point to the necessity of creating an exposure frequency
of at least 9 impressions in order to influence your prospects
to action. These "impressions" can be a combination
of advertising and public relations activity, and will effect
sales more quickly if they are highly targeted. You should note,
however, that only every third media mention or ad is usually
seen by your prospects. Thus a schedule of 27 exposures or more
will bring optimum results.
Observe other
advertising if you really
want to get good at the development and placement of your own.
Watch TV commercials. Can you identify the demographics and psychographics
of the audience they're trying to reach? Look at print advertisements
in newspapers and other publications. Use your six point check
list above to evaluate the copy.
Was it an effective ad? Read
all of your direct mail. Note which pieces you would normally
open and which you're only opening because you read this article.
What was it that made you want to open the package?
If you become an educated observer,
you'll find that the most effective advertising always shares
the key elements mentioned above.
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Jody Hornor
By:
Jody Hornor
(800) 989-8112
Make Advertising
Pay
The six main elements
to effective advertising.
1.
A headline
is the most essential element of an ad. You've got a second or two to get the attention
of a prospect. The message in, and treatment of, your headline
will account for up to 70% of the readership of your advertisements.
Yet, if you examine the advertising you see in your newspapers
and magazines, you'll find many ads that have no headline. All
too often they start off with the advertiser's name or logo --
something the reader cares little about. The best advertising
emphasizes the service, not the source.
2. Headlines
and body copy should appeal to the reader's self interest. In other words, learn to think, write
and speak benefits to your market! Check over your copy. Are
you telling the reader how your product or service can help them?
Do you use the personal pronoun "you" frequently? Or
does your copy talk about "we can do..." "We're
the best at...", etc. The latter are considered ego advertising
and will not serve you well.
3. Use
subheads. Most people
skim while they read. That's why it's important to use big bold
headlines and strong, benefit oriented subheads in your copy.
If you hook your prospect with the headline, they'll next skim
the body copy looking for a reason to read on. If you give it
to them quickly and concisely through subheads, the reader will
read as much more as you give them. In other words, long copy
generally sells more than short copy, so don't be afraid to tell
a complete story in all your ads.
4. Urge action.
Always tell the reader what you want ... "Order today",
"Call for a free appointment", "return the reply
card now", "come to our store by Nov. 15 to take advantage
of this discount", etc. Never assume that the reader knows
what action you want, and always be sure you make response as
easy as possible. If appropriate, provide several response vehicles
like a reply card and 800 number.
5. Use
visuals that have a high degree of stopping power. Photos are always better than illustrations
in stopping power. Photos of babies, animals, odd situations
or odd images are all good.
6. Use
images that help tell your story.
Product photos, photos of your products in use, or any other
photos are good -- if you can use them to relate a logical story
about your company or product.
Associated articles:
How to Make Your
Advertising Work
Hiring
The Right Talent:
Advertising Agencies & Designers
Suggested
Books:
To order from Amazon, click on the cover image.
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