Why Some Advertising is Priceless and Some Should Be Banned!
In general, advertising is perceived as corrupt by most consumers. When they sense that information is directed at them in the form of an advertisement, they seem to shut out any incoming messages and the effort is wasted.
Have you ever listened to a commercial on the radio that was so bad you switched the station?
Have you ever seen an ad that was off topic and it made you wonder what kind of company would advertise in this manner?
These types of ads are a waste of time, energy, and money. Sometimes I wonder how much money some of these companies pay to have their reputation destroyed.
With the daily bombardment of advertising, it’s getting tougher to get consumers’ attention. The trend is “entertainment equals attention.” With this approach, you’re trying to entertain and you lose focus and drift off topic.
Would you make a buying decision based on a stupid, irritating commercial? Or would you make your decision because something in the commercial appealed to you?
Here Are Some Tips To Keep In Mind When You Are Advertising.
1. Define Your Goal
What’s the purpose of your message? Do you want to make an announcement, make a sale, create a lead, have the customer come in, have them call etc.?
2. Target Your Message To A Specific Audience
Know to whom you’re delivering your message. Avoid trying to sell to everyone because this is ineffective. Instead, make your pitch to a targeted audience. This allows you to specifically zero in on their needs and wants! The more you know about your audience, the easier it will be to create an effective message.
You can easily define your target with your opening statement or headline. For example, if you’re marketing to new high school students, your headline could be, “Attention Ninth Graders Who Will Be Attending High School This Fall.” This headline appeals only to a certain group. Your message only has to appeal to the needs and wants of incoming high school freshmen.
3. Design Your Message As Though You Are Speaking To One Person
When you communicate to one person, your message is perceived as personal and therefore more effective.
4. Make Sure That Your Message Includes a Call To Action
Someone may read your message and understand it, but then what?
You have to include a call to action. Tell them what you want them to do. For example, “Order now,” “Come visit us,” “Call today,” etc.
5. Give them a reason to take action.
Your message should give your audience a reason to act. For instance, a limited time offer, a cure for a problem, a needy cause, something new you have discovered, an irresistible offer, etc.
The key to effective advertising is to test and then make appropriate adjustments based on the results. Ask yourself, “If I saw this ad, would I understand it? Would I act? Is it effective? Is it annoying?” Then ask some associates for feedback. And finally, test it on a small targeted audience and track the results.
Focus on the customer’s needs and wants and forget about talking about your company. The consumer only has one thing on their mind. “What’s in it for me?”
8. Emotions Sell
Concentrate on people’s emotions. People make many decisions based on emotions and not on logic. Advertising is a creative process and can be viewed as an art. In order to create effective advertising, stick to some main principles. Advertising becomes more effective with practice.
That’s The Way I See It!
A Touch of Business.com