Good advertising copy is art, not science, but there is a formula. Five major components are needed to create effective ads, and you need to follow them in order to see successful results. They are:
· Command Attention
· Showcase Benefits (Not FEATURES of products and services)
· Prove the Benefits (This one is your biggest challenge)
· Persuade People to Embrace the Benefits
· Call to Action
Advertising is sales in print. So, you need to think about the unique benefits your products and services offer and showcase that in a persuasive way. You need to emphasize results!.
Here’s what each of these components does:
1. Command Attention: This is usually accomplished with the headline. Just like when you decide to click on a news article, you do it because the headline was an attention-getter that made you want to know more. This is true of your products and services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products and services. The headline is the advertisement for the advertisement.
2. Showcase Benefits: What’s the difference between benefits and features? A feature tells you what the product or service does. A benefit tells people how they win from using the product. You have to showcase the benefits of your products and services by demonstrating how they will solve or prevent a problem. The customer needs to know what’s in it for them. Include useful, factual, and clear information to show precisely what the benefits are and how they are going to help the customer.
3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance. Testimonials are a favorite for many business owners, but proof is often in the data, so if you’re going to get a testimonial, make sure people can provide tangible evidence, not just feel-good responses, though that’s important too.
4. Persuade: You need to add compelling reasons for your potential customers to purchase your products and services. Getting over the resistance to purchase is the key here. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services. Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price … the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too.
Try our FREE test drive to learn how to put together great advertisements from some of the best in the business.
Direct response marketing is a form of marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, and to present your branding, products, and the reason you do what you do.
This a great way of marketing for customers, because they get to decide whether to respond, and interact with you, whether it’s by receiving a newsletter, or posting a comment on your site or blog, or choosing among products from you.
So, what does direct response marketing look like? Well, it comes in many forms, including:
· Print, radio, or TV ads
· Social media lead generation ads
· Coupons and other incentives
Some of the advantages of direct marketing are:
· A great way to use free time during lulls in business
· A productive path to communicate and empower you to create more relationships
· A direct opportunity to up- and cross-sell to current customers
· A low-cost method to rustle up new business
· A smart tactic to turn small sales into large sales
· A direct supplement to your current marketing program
· A cost-effective tool to reach target markets
· A clear mechanism for measuring results
· A new course to reach outside your local area for new business
· A useful tool to increase the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not. Our FREE test drive can help you put together a great direct response marketing plan and get you on your way to heightened success.
Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.
It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.
We all self promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.
Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.
- The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.
Who can help me meet my goals?
Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?
Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.
- Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest-it wouldn’t hurt) J What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?
If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.
There are lots of little subtle changes you can make. Reassess your:
- Business cards
- Company message
- Your picture
- Your wording
Maybe even, your hairstyle (of course, now we’re back to the expensive suit, but it really works!)
You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you greet people at meetings or other events. Think about your 30-sec elevator speech.
- The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually you head out to the store.
You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.