The ABC's of Effective Advertising

Is business good? That's great! Keep advertising and it will get even better. Is business bad? Then it's time to advertise more. Business owners should know that slow times are exactly when advertising efforts should be increased, not curtailed.

Before committing to an ad or direct mail campaign, take time to work through these items with an advertising agency account manager:

  • Decide who the ad is going to reach
  • Know the demographics of all good customers
  • Determine their age, sex, income levels, and buying patterns
  • Know where they live and what they read
  • Know what they listen to and watch on television

It's a waste of money to direct advertising to people who do not need a product or service or can't afford it.

Decide what action a prospect should take when he or she encounters the ad. Be very specific and tell them to call, visit a web site, or come into the store or office:
Give the prospect a reason to take action. Offers like "Call 999-999-9999 today for a free sample or visit us at www.MySite.com" will work wonders in boosting ad response.
Have a way to track ad response:
When running ad campaigns, it is important to know how well each ad is pulling. Every offer needs a specific tracking device built into it. Use techniques like: "Mention this ad and receive 10% off." Some businesses include department codes or non-existent telephone extensions as response tracking mechanisms.
Create a sense of urgency:
Ads work best when the prospect is faced with the fear of loss. Use phrases like "Buy one and get one free but only if you order by midnight Monday."
Appeal to their sense of need:
People buy for different reasons. It's important to understand what the psychological triggers are for specific products or services. Be sure to press those buttons hard. Use phrases like "You'll look 10 years younger instantly when you use XYZ lotion on your face."
Shorter is better in many instances:
People have short attention spans when it comes to advertising. Get to the point quickly so the prospect's attention does not wander. When using a long direct mail piece, make sure that the offer is summarized near the top of the letter and again at the P.S. below the signature block. That way the piece will pull responses from people who are not interested in all of the details. At the same time, it tells the entire story to people who want to read the full letter.
Make sure that all of the ad copy is benefit oriented:
People care about what the product or service does for them. Turn every possible word into reader-oriented benefits. Don't say "In business since 1972". Turn it into a benefit by saying "Helping local women look younger and more beautiful since 1972."

Advertising professionals know the rules. Work with a good agency and get ready for some great response.