Effective advertising is essential to the success of any business; advertising and marketing involve very important business decisions. Effective advertising will attract attention, appeal to the interest, communicate your unique advantage, prove your advantage and motivate your reader to action.
Here are some strategies to implement in your advertising and marketing:
If it isn’t working, Quit it! Change the ad, rewrite the headline, lengthen or shorten the ad, use a different font; do not continue wasting your money on something that is not getting you the results you want.
Use only Direct Response Advertising – Buy today, for a limited time only, offer expires…Brand Advertising is great for the well-known company who has been around for years, but the results cannot be measured for the newer business.
Test and Measure – Determine what results you expect from your ad; a certain amount of revenue for an ad that is ran for a certain amount of time. Create milestones; how long will your ad be effective?
Headline – The headline is the most important; people will just read the headlines and then go on to the next article unless something in your headline grabs their interest. Make the headline about the customer, not about the company.
AIDA – This is an advertising acronym – Attention, Interest, Desire, Action. Get the attention of your reader, keep their interest, appeal to their desire, and offer a “buy now” bargain or a “call to action.”
Benefits – Be sure your advertisement displays the benefits of your product or service to the customer; clearly define how you can make a difference to them.
Keep Right! – Never advertise on the left-hand page; people’s eye travels to the upper right hand corner of the flat page as they are turning pages in a magazine or newspaper. Insist that your ad be place on a right-hand page. If the editor says they cannot guarantee that it be on the right, then insist on a discount if your ad ends up on the left, or, simply say you cannot do business with them. They will likely need your business and they will be willing to work with you.
Do Your Thing – Don’t follow the competition; you want to be ahead of the competition. Be creative; use your own slogan, define yourself.
Advertising is the area in business where you are allowed and encouraged to be very creative. Your advertising must be attractive, interesting and compelling to action to put you ahead of your competition.
Bill Bartmann is a self-made billionaire who has created the Billionaire Business System, a series of books and seminars that teach you what you need to know running a business. Bill Bartmann has provided real business guidance to thousands of entrepreneurs to help them succeed in business, even during tough economic times. Visit Bill Bartmann’s website http://www.billionaireu.com/ to learn more about the course.