Apply 10 simple advertising tips and your results will improve.
According to TNS media intelligence, in 2007 $148.99 billion was spent on advertising for that year. Unfortunately, there are many companies (even large ones) not getting the returns the could get if they simply employed 10 advertising tips.
Headlines
Better headlines will improve your results.
To improve advertising results, simply improve the quality of the headline written. A headline could be the top of a magazine ad, the top of a webpage, the subject line in an email or the opening words in a radio or television commercial.
The headline is the ad for the advertisement according to the website White Color Marketing. If written correctly, it immediately captures a prospect's attention so he will want to hear or see the rest of the advertising message.
Writing headlines is not difficult. Simply study proven, results-producing advertisements and adapt the headline to meet your needs.
Multiple Senses
Engage multiple senses and communicate more effectively.
Consider using multiple senses when communicating such as pictures, words or audio. What senses are most effective varies by individual. Engage the imagination. One classic example of engaging the imagination is a radio advertisement created by Stan Freberg. The ad described an airplane flying over the Great Lakes and dropping a ten ton maraschino cherry. You heard the sound of both. The purpose of the ad was to promote the use of radio and how it engages the imagination.
Call to Action
Ask for what you want with your advertising.
Except in the case of institutional advertising, every advertisement should tell the audience what actions they should take. For example, for prospects visiting your website, tell them to sign up for your newsletter. Not requesting an action is the equivalent of a salesperson meeting with a prospect and not asking for the order.
Target Hungry Buyers
Target your message to reach prime prospects.
Target your message to prospects who are highly motivated to buy what you are selling. To make this point, world renowned copywriter Gary Halbert asked this question -- "If you were a restaurant owner in New York City and could only ask for one thing to ensure your success what would it be?" His answer was "a starving crowd." Target the right starving crowd and they will buy from you.
Emotional Appeal
Emotional appeals will improve your results.
People buy for emotional reasons but often justify their buying decision with rational reasons. Appeal to prospects emotionally. Consider automobile manufacturer advertising. They are primarily selling the emotional experience of driving their car compared to the technical specifications of the car.
Credibility
Convince prospects with proof.
To convince a prospect to buy your product or service, you must be credible. Use various multiple methods to prove your credibility. One method is to use customer testimonials.
Another method is sharing a flaw in your product or service. Sharing a negative makes what you have to say more believable.
Guarantee
Guarantees will produce more sales.
The more you can reduce a prospect's risk in buying from you, the more likely they will buy. Reverse the prospect's risk and, as a seller, assume some of the risk. For example, use a guarantee -- "If you aren't completely 100 percent happy with the purchase within the next year, return it for a prompt refund, no questions asked."
Think Like a Customer
Walk in your customer's shoes.
A prospect does not care how long you have been in business and how great your company is. All he cares about is what benefits you can provide.. Figure out what your customer wants, what problems he has and how you can satisfy his want and solve his problem.
Benefits
Promote the benefits instead of the features.
Don't promote the features of your product or service but the specific benefits of those features according to Chris Brogan's website. For example, if you wanted to advertise a floor cleaner, rather than detailing the chemicals in the solution, promote what that cleaner can do -- make floors shine, smell great and look totally clean.
Test
Test constantly and improve results continually.
In the classic advertising book "Scientific Advertising," Claude Hopkins, hailed as the father of advertising, explained the necessity for market testing. Continually test your advertising and you will continually see improved results. For example, test two different headlines and pick the best one. Take the best headline and test another one against that. Continue the process and you will continue to improve results.
