I worked for a brief stint in an advertising agency and I know for a fact that some ads were made simply to win fancy awards irrespective of their ability to sell the product / service to the actual prospect.
These ads were brilliant pieces of creativity and looked really good. No doubts about that. But they may not have brought the prospects out in hordes to buy the product / service.
Tell me honestly, if you were on a tight budget and had to choose between an ad that would win an award and another that would bring in customers, which would you choose?
That’s a no-brainer, isn’t it? We’d all choose the ad that brings in the money (customers)!
Since all of us aren’t blessed with the deep pockets that Intel and some Cola companies have, it makes sense for us to apply a marketing strategy that brings that maximum number of prospects to us in the most cost effective manner.
First , you need to identify who would want to buy your product. “Everybody is too vague a term in marketing. It helps to identify a “customer profile.”
For example, a Lipstick brand would probably have a customer profile like this: 24to 40 year old working female who is conscious about looking good without being too loud. She would like to be associated with a brand that is more expensive than the others because she can afford to pamper herself when it comes to looking good.
Once you have a proper customer profile, you can decide what exactly to say to them to attract them to your product. You will also know where and how to reach them so you get the most value for your money.
6 Tips To develop good advertisements:
1. Message — Get your message tailor made to suit your prospects.
2. Attention & Interest — Grab your prospects attention and ensure your message isn’t lost in all the information overload we face everyday.
3. Self-Interest — If you were in your prospect’s place, what would you desire? Reaching out to a prospect’s emotions can give you a huge advantage over communication that merely deals with “Practicalities. We often allow our hearts to overrule our heads. Talk to your prospect as if you were their confidante. Give them what they dream of instead of merely what they need.
4. Advantages — How is your product/ service different from the other 100 in your category? Communicate to your prospects why they should want to do business with you instead of with anyone else. Tell them something that will make them take a step closer towards buying.
5. Proof — Make your claims credible and believable. Display ample proof of your claims so your prospects have reason to believe what you say.
6. Action — Compell your prospects to ACT towards buying right now by creating a perceived scarcity, offering an incentive, some related service, a bonus or even some helpful related information.
Remember, your adverstising is ideally done in two steps: The first Advertisement generates interest in all prospects who qualify to buy your product. The second step is to make those prospects buy from you either through a sales letter or through a direct face-to-face presentation.
Always analyse your ads and sales. Check to see which ads generate more sales. Tweak ads and fine tune them to generate the best results.
Good Advertisements are irresistible and specific.
They have a believable promise that entices the prospect.
They clearly state what action the prospect should take next in order to buy the product.
By Jayant Hudar . Founder & C.E.O of School of Business Wisdom