Is Your Advertising Working For You?

    by Fran Piggott

     

    Great Newspaper Ads …
    That Will Pull All The Customers You Will Ever Need!

    Advertising is creating awareness of your product, service, company or idea to your target market – so that the marketplace knows what you offer and where they can find it.

    Tips ….

    To make advertising effective – track and monitor campaigns

    • Try out different adverts in various mediums
    • Advertise throughout the year
    • Always emphasize what makes your company different
    • Always sell the benefits of doing business with your company

    All advertising MUST do one of two things ….

    • 1) Generate Sales
    • 2) Generate Sales Leads

    ………. and do so in a measurable, quantifiable way.

    If you do either of these things, you’ll have no problem “getting your name out there” and you’ll also make money in the process.

    But if you simply attempt to get your name out there, it’s very likely that you won’t generate sales NOR sales leads.

    Another important tip …. make sure that the person writing your ad comes from a sales or marketing background …. NOT by someone with an English masters degree from an award winning agency …. Ads that win awards rarely generate sales and ads that sell, rarely win awards!

    People don’t expect nearly enough from their advertising and they don’t hold it accountable for results. So they waste a stack of money …

    Most companies also try to make their advertising do too much …. for example …….

    When you’re advertising to generate sales leads, you must remember that all you’re really trying to do is get people to raise their hands and identify themselves as someone who has a problem – and tell you who they are. Anything beyond this dilutes the effectiveness of your ad.

    So don’t make the mistake of telling them too much. The purpose of pure lead generation advertising is NOT for you to tell them all about yourself or your products and services – not in the first step anyway …. the purpose is for them to tell you who they are.

    When you do this correctly, it’s simple, elegant and outrageously effective and most importantly, nobody feels like you’re chasing them.

    Oh, and one more thing ….. everything you say in advertising must be very, very specific, including what you do and who you do it for.

    If you’re busy being all things to all people ….. ie if you’ve got a huge list of things that you can do, you’re probably not going to sell anything to anybody. You must define a niche for yourself that’s reasonably unique. In fact even if you don’t have a niche, you need to invent one where it did not exist before!

    And finally ….. FACTUAL advertising ALWAYS sells better than empty advertising. The market wants INFORMATION when they are looking for something … so give it to them in your Ad ….

    Your potential customer wants to know … what your product, yes the one you have spent lots of time, money and effort developing, will do for him / her … is it the solution to his / her problem? Is it the answer to his / her question? Give him / her the specifics …. does it save money? time? how much? what is it? how does it work? Telling a story gives impact … ie was there an interesting discovery or reason that made this product possible?

    ABOVE ALL GIVE THE MARKET WHAT IT WANTS NOT WHAT YOU THINK IT NEEDS!

    Once you can afford it, it pays to employ an advertising agency to take over your whole marketing function.

    I’d love to have your input or questions  … as I’m sure many others would, so let’s have your comments below.

    QUOTE OF THE DAY …

    “Achieve mega-credibility by backing your products and services with guarantees and assurances.”

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