Making advertising dollars stretch is key to small business survival. Don't play guessing games with your ads. Use these elements as your own personal winning ad checklist.Nobody can guarantee a winning ad. The only way to know for sure is to test it. But there are several elements that you can incorporate into your ad or sales letter to give it a better chance of being a winner. Use these elements as your own personal "winning ad checklist."
Studies have shown that consumers read new articles seven times more than they do advertisements. It is said that the average consumer is presented with over 3,500 ad impressions per day. We have become jaded to promotions and commercials.Cloaking your ad in a news style editorial format will not only pull more attention, but also instill credibility, which is one of the major roadblocks to consumer response. "Advertorial" (advertisement - editorial) type ads include compelling headlines, lots of informative, interesting text, quotes, and a judicious use of graphics.
If you have ever seen the ginsu knife infomercial you have witnessed the anatomy of an irresistible offer. Not only do you get the set of ginsu knives, but also you get the "magic shredder", the "never-dull chopper", and the "easy egg slicer."BUT that's not all - you also get the "2-in-1 blade sharpener" and if you order in the next 10 minutes you'll also receive a second set of ginsu knives! Now that's an irresistible offer.
The first step in positioning your ad for success is increasing its chance of being seen by your target market. Running the world's best radio ad for your retirement planning services on a local hip-hop station wouldn't be a good idea.Find out what your target market watches (i.e. sports, cooking, business), where they watch it (i.e. car, home, airport), and how they watch it (i.e. newspaper, magazine, radio).
Your headline is the most important part of all the technical aspects of your ad. 80% of the success of the headline can be attributed to its headline. A powerful headline is either, (1) benefit driven, (2) news oriented, (3) curiosity driven, or (4) how-to oriented.Most people buy on impulse rather than logic. If your prospect finds it difficult to take advantage of your offer during their moment of impulse, you will lose the sale. Make it easy to do business with you.Many people communicate in different ways. Some like to call on the phone, others like to go to the Internet, and yet others will only fax you their order.
Admit it, the vast majority of people are naturally lazy and like to procrastinate. Without a real or perceived sense of urgency your prospects will drag their feet. To compel your prospect to act immediately you must inject a feeling of "scarcity."Scarcity is felt when the supply of either time or product quantity is limited. For instance, placing a deadline on your offer makes your prospect feel as though they have to take advantage of your offer before they lose the opportunity.
When someone tells you that they don't like being told what to do - - don't believe it. People do want to be told what to do. In fact, people need to be told what to do and when to do it.Phrases such as, "call now", "come in today", "sign up right now" trigger emotional response mechanisms that get your prospect to take action on an offer that secretly you want to take advantage of anyway.
Your prospects don't care about you. They don't care about your awards, the name of your business, how much you sell, or how good you think you are. They only care about how you, and what you offer, can benefit them. So leave out all of "me" copy and sell the benefits. Ultimately people only want two things, to (1) gain pleasure, or to (2) avoid pain.
You'll never get what you want if you don't know what you want. This is true in your personal goals and also your advertising efforts. You must have a specific objective for your ad if you want people to act.If you include a testimonial, have your endorser say something like, "when I made a call to your toll-free number…" or you might include copy that says, "one toll-free phone call can change your life forever."
- Unique Competitive Advantage
Why should your prospect do business with you over any of your competitors. Even those that have lower prices! Do you have a "wider selection than anybody in the tri-county area" or do you "deliver within eight hours after the purchase"?Often your unique competitive advantage is the biggest benefit you can offer your prospects so consider including it in your headline, bullet ed copy, or your guarantee.
Consumers are naturally skeptical. With all the scams, rip-offs, and untruthful ads consumers have experienced, who knows what to believe anymore? You must make your ad credible and risk-free. The good news is that it's easy to do. Using a combination of these three strategies will provide a powerful risk-free offer.
Using a graphic is the first step in a three-step system for getting your audience to read your ad. The first step is to attract your reader's attention with an exciting graphic, step two is to pull them into your ad with a gripping headline, and the third step is to persuade them to take action with your copy.A good graphic can attract the attention of your prospect and draw them in to your message.
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Great pointer information.
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