A robust marketing strategy requires allocating sufficient resources to a consistent and well-executed advertising campaign. This principle applies universally, regardless of your business size.
Far too often, businesses waste money on advertisements that fail to generate increased sales and profits. These ineffective ads typically suffer from poor conceptualization, weak writing, flawed design, improper targeting, and inappropriate placement.
When questioning clients about the rationale behind a particular ad, a common response is a vague desire to “get the company name out there.” This reveals a lack of defined goals, leading to what can be termed “institutional advertising.” This type of ad merely identifies the advertiser, listing contact information and perhaps a logo – a significant waste of resources.
Unless your company boasts substantial annual revenue, institutional ads are a luxury you can’t afford. Even for large corporations, such ads are rarely the most effective strategy.
Every advertisement should drive sales, enhance profits, and improve your company’s image. It should present customers with a compelling offer and provide them with solid reasons to make a purchase immediately. Remember, customers are primarily concerned with what you can do for them. By addressing this question with a strong offer and compelling reasons to act now, you pave the way for advertising success and increased revenue.
So, how can you boost your chances of increasing sales through advertising?
Consider seeking professional assistance. Many businesses lack the expertise to produce high-quality advertising. If your monthly ad spend exceeds a certain threshold, consider hiring a qualified advertising professional. Skilled freelancers can provide strategy development and create marketing materials with proven methods.
Effective advertising pays for itself through increased sales, improved cost-effectiveness, reduced selling expenses, and shorter sales cycles.
If you have limited resources, you can still learn to craft effective ads by following a proven formula. One such formula, known as AIDA, outlines the key elements of successful advertising: Attention, Interest, Desire, and Action.
In its simplest form, AIDA serves as a structural guide, prompting you to:
1. Capture the prospect’s attention.
2. Cultivate their interest in your offer.
3. Build desire for your product or service.
4. Inspire action from the buyer.
Let’s delve into each of these elements.
Attention (The Headline):
Grab your prospect’s attention with a compelling headline that highlights a key benefit. The headline is the most crucial element of your ad, as you have only a few seconds to capture the reader’s interest.
A strong headline will:
1. Stop the reader.
2. Identify and qualify your target audience.
3. Draw the reader into the sub-headlines and body copy.
To craft an attention-grabbing headline, review the benefits of your product or service. Then, weave the most important benefit into your headline, using action words that speak directly to the reader.
Examples:
* “Save Big on [Product] – Limited Time Offer!”
* “Discover the Secret to [Desired Outcome]!”
Appealing to Business Executives:
When targeting a business-to-business audience, focus on key benefits such as:
1. Saving Money
2. Saving Time
3. Increasing Sales
4. Increasing Profits
5. Enhancing Image
6. Boosting Cash Flow
These “Business Benefit Six-Pack” are most likely to resonate with business professionals. Highlight how your product or service delivers these benefits to improve your results.
Interest and Desire (The Offer, Body Copy, Benefits):
Generate interest and desire by presenting a compelling offer and describing numerous benefits in clear and engaging language.
Tip: Prioritize strong copy over flashy design. While good design enhances the message, it cannot compensate for poorly written content. For online marketing, focus on providing valuable content and avoid distracting graphics that increase load times.
Tip: Don’t shy away from longer copy, as long as it is well-written and keeps the reader engaged. Create a “greased slide” effect, where a powerful headline draws the reader in and keeps them hooked until they take the desired action.
Action (Call To Action):
Clearly ask for the order and provide reasons for immediate action. Make it easy for customers to purchase by including coupons, toll-free numbers, email addresses, online order forms, or fax order lines.
Reduce purchase anxiety by offering solid guarantees, secure ordering options, and testimonials from satisfied customers. Highlight what customers stand to lose by not ordering now.
For retailers, include a map to your location, accepted credit cards, hours of operation, information about your staff, and special incentives.
Remember, ineffective advertising is a costly expense. Effective advertising is an investment in future profits.
Successful businesses require both effective advertising and sound management.