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Advertising 101
by Renea Myers
Effective Advertising doesn’t have to be a mystery when you follow these guidelines.
Developing the Core Marketing Message
Good advertising copy must first and foremost include a clear marketing message. Content may:
-Address the pain or need your product/service addresses
-Promote benefits
-Address the psychological buying sequence of your customer.
-Offer a valuable outcome
-Inform, persuade, convince and motivate
-Deliver customized messages for niche audiences
-Use testimonials, case histories, results and guarantees
-Offer a call to action
-Provide contact information
Try to avoid the announcement ad that just offers a laundry list of features. People are interested in benefits and outcomes. Instead of always resorting to “Call for more information,” try a more creative approach such as “Call for a free sample or consultation.”
Remember, design attracts, but copy sells. The look and content are of equal importance. Creativity gets big points. In fact, creativity can help a small ad have a big impact. Lastly, don’t forget to be consistent with your logo, corporate colors, taglines, and fonts.
Choosing the right vehicles
When trying to decide what advertising vehicle is the right one for you, consider:
-How many customers do you need?
-Demographic target
-Where are your customers?
-Reach and frequency
-Can you afford to sustain the campaign over time?
-The optimum buying time for your customers
Once you choose an advertising strategy, don’t bail out too soon. Most advertising takes at least 3 months to show a return.
A final thought:
No advertising is a cure for bad customer service or a bad product
Happy advertising!
Renea Myers
renea@rmyersmarketing.com
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