1. Get Inside The Mind Of Your Customer.
When your prospective customer has made a decision to buy a product or service they have to receive specific information before they can choose who to use. Realise that you, the business owner and your customer view things differently. A simple way to adopt this approach is to be aware of how you purchase goods as you will have a different outlook to that of the seller; what do you look for?
2. Use The AIDA Model.
It's success is proven and used in the advertising world at all levels.
A Attention
I Interest
D Desire
A Action
For your advertisement to be successful in the first instance it must always grab the
ATTENTION of the reader. Think of
ATTENTION grabbing headlines, images and pictures that create
INTEREST. Hold the
INTEREST with relevant wording which will generate
DESIRE prompting your customers into taking
ACTION.
3. Speak Your Customers' Language.
A good advert builds Interest by using a language the customer understands. When choosing the body copy for your marketing campaign, know what it is your customer is looking for and speak to them directly via your ad.
4. Speak To Your Target Audience.
A well designed advert that works hard for you speaks to new, existing or lapsed customers as well as your competitors customers. Decide who you are targeting and always speak to your audience directly. Do not be vague; your sales message must inform your customer you can provide what
They want.
5. Build Desire
by painting a picture of how your product or service will benefit your customer. Do not make the common mistake of making a 'nice ad' that is too personal, at this point your customer only wants to know what's in it for them. Often the ad is a reflection of the owner's personal taste or worst still the taste of the Sales Rep who sold it! These types of ads will not generate high levels of return.
6. Keep It Real.
Only represent what your customer wants to know. Do not get carried away with artistic images and fonts. What you think is 'clever' and 'looks good' will actually drive customers away and you will waste money.
7. Create A Voice For Your Business.
Your ad works like a salesman representing your business 24 hours a day. So get this salesman winning new customers for you, representing your business positively and accurately by selling the benefits of your company giving your customers a reason to buy from you.
8. Less Is Sometimes More.
Is your advert over crowded and jumbled up? Strengthen your sales message by simplifying it.
9. Strike A Balance.
Does your advertising accurately reflect your service or product? Are there things you could remove? Are there things you should say but don't? Be clear. Ads that confuse or bombard will drive away custom.
10. Call To Action.
A powerful ad will direct your customers to do what you want; to actually pick up the phone and contact you or visit you at your premises. Does yours do this?
There are specific principles that are key to getting your advertising right. Large businesses know them; small businesses can take advantage of them. The principles work for any type and size of business and any size advert. It takes skill, time and dedication yet it is necessary for growth and the ongoing success of your business. Get this step wrong and your customers
bypass you and use your competition. Get this right and you will win your share of business from your whole audience rather than just some of it.
