Advertising and marketing are so subjective that it can be hard to know what effective advertising or marketing looks like. Yet its results can be measured. Effective advertising can raise a company to huge success. Conversely bad advertising can destroy a company or putit in the national spotlight just because its bad. Its a very fickle industry largely based on opinion, conjecture, and out and out guessing to say the least. So how can a small businessperson get his message out effectively when itseems that this nothing but a big crap shoot? After all, the small businessperson may not have the access to the resources needed to test and focus group his advertising campaign.
The first step is to partner with a marketing professional. That doesnt mean an expensive advertising firm with a big conference room and fancy leather chairs. It means a person with a proven track record. Someone who understands basic marketing and knows how it works. Such a person can be very reasonable cost wise on afreelance basis but invaluable in the results he/she gets if they understand the following principles.
Advertising does have some rules that can be followed and when followed will help tip the odds in favor of a successful campaign. Each and every effort at advertisingshould contain the following in one form or another. These principles have worked for decades and have successfully made many products and services national brands.
Maybe you have the best widget in the land. It out performs every other widget out there. You developed itand manufacture it in your basement. Even your brother- in-law loves it. Yet you dont have any sales. Why? You need to educate your potential customer. Tell youraudience what it is, how to use it, and how well its made.Give them details, the more informed they are about yourwonderful product or service the more excited they will be about using it.
Showing your potential customer how the product worksis a fundamental step. By showing how easy your productis to use, you are giving your customer a reason to buy. By demonstrating the product you involve the customer and help he/she to visualize themselves using the product successfully. By comparing it to the competition you give your customer the information they need to choose your product over others.
If your potential customer cannot see the benefit of ownership they will not buy. Thats the facts. By pointing out the ROI (return on investment) such as more leisuretime, cost savings, or other benefits you give you customera reason to buy rather than walk away. Does your productbenefit your customer? How? Define it and make the sale.
If you are not including a call to action in every piece ofadvertising you produce you are missing a big opportunity for increased sales. So many seasoned marketing professionals leave out this very important principle. People in general like to do things for others. By askingthem to purchase your product after you have given themreasons to buy, you are tapping into the generosity of your audience. If they are properly educated, shown how to use it, and the benefits of ownership they will gladly say, "yes" when asked to buy. You just have to ask.