Top Secret Characteristics Of Highly Effective Advertising Techniques
By Anh Nguyet
Did you ever hear that saying “I know that half of my advertising budget is wasted, but I don’t know which half”?
| If lackluster performance in this area has been dogging you, here are some action items to identify the culprits. |
To start with, run a check on your advertising compared to your target market. If you have specialized in left-handed paper staplers, then the “left-handed-stapler” ezine (if that ever existed) would be far more on target than an ad at the Superbowl. It doesn’t matter that much what the total exposure of your ad is. What really counts is how interested people you can reach out and touch.
When you’ve confirmed that your advertising really is going to your target market, the next thing to polish up is your content. First of all,
| stand out positively from the crowd. Make your unique proposition clear and explain why it’s better than others and will bring more satisfaction to people who buy. You may already |
have seen this described as the “Unique Selling Proposition”. It’s a classic and unlike some things, it carries over very well to the web.
Make the value in your sales proposition stand out. You can do this for any product or service by focusing first on the need or want of your prospective customer. Your value statement is then what you say to bring a clear and desirable answer to that need or want. Marketing is rife with anecdotes, so here’s another one. It concerns the customer who went into a DIY store and asked for a “hole in the wall”. The store owner (having read this article beforehand) understood that the customer actually required a power drill, but was smart enough to present it as the “hole in the wall in a box”. Sale made. End of story!
And when you’ve made sure that those points are taken care of, here’s the crunch. Your ad can be the most riveting, informative, value-laden ad in the world, but if your customer does not act upon it, you’ve wasted your time and your money. So your ad has to have a call to action. It has to clearly state what you want the customer to do in a way that is also aligned with their interest and desire.
This call to action can take many forms. It can be a simple suggestion that the customer leaves you their email address in exchange for an interesting newsletter. Or it can be an invitation to buy right now, especially if you link it to a special offer that is time-sensitive. Whatever your call to action is, make sure that you’ve created your advertisement with that call in mind and that your content lead the reader to that action.
So by now, that half of your advertising that wasn’t showing any return should be making way for a second half of high-performing publicity. Keep checking and testing different possibilities against each other because with the rate of change of the Internet, you’ll need to keep up with people’s tastes and expectations as well.
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