If you operate a business using mailing lists, consumer mailing lists, opportunity seeker mailing lists or MLM mailing lists to target Opportunity Seekers, Business Opportunity Seekers, MLM Opportunity Seekers and Home Based Business Opportunity Seekers, you can benefit from reading this article.
HOW TO BUILD A GREAT AD CAMPAIGNS
Many advertisements are a total waste of money, and most are marginal at best. Advertising campaigns are a complex mixture of art and science, and even the best advertisers often get it wrong. Still, you can raise the overall success of your advertising campaign with these tips on Building Great Advertising Campaigns. Let's face it, if there were a formula for creating great advertising campaigns, everyone would be doing it. Fact is, most advertising fails to produce substantial results. Often the reason is simply that the company that placed the advertisements just didn't have a plan. Other times, it's because there were too many cooks in the kitchen -- rather than having one well-focused idea, the advertising campaign tries to accomplish too many different things. Beyond these reasons, it's a simple, sad fact that creating winning ads is extraordinarily difficult. As someone who has built some stunning winners, as well as several losers, I have learned the hard way how challenging it really is to write a great ad. But I have also learned a few basic rules that have helped me improve my average ad's hit rate over the years.
Don't Let Anyone Talk You Into CreativityBack to Library Page of Article Titles
Many ad agencies and freelance advertising designers will try to talk you into creative ad ideas. They do it because they enjoy being creative and because they want to have the best-looking portfolio. The problem is, though, most "creative" ads don't sell all that well. They may work fine for a major brand like a cola or an automobile, where everyone knows the brand already and the creativity is just to get customers to notice the brand. But for advertisers with more modest budgets, creativity gets in the way of telling your story.
Does this mean your ads should be drab and boring?
Absolutely not. It means this: start by writing copy that tells your main story in clear and concise language -- the main reason why a new customer should call your number or walk into your store. Then use creativity sparingly to add color, design, typography and graphics that enhance your primary story. The test is: if the creativity proposed by your designer or writer has little obvious connection to your primary point, don't use it.
Plan On Repetition
The first time people see your ad, some of them will respond immediately. Some will clip a copy of the ad with the intention of responding, and then never get around to it. Some will stop to read it and then keep going. And some will never even notice it. Every time your ad is repeated, this same cycle will take place. In general, the people who immediately respond to your ad or clip it are those who have an immediate need - you sell tires, and they need tires; you have a sale on paint, and they have a dingy room. At the same time that they are responding to your ad, these same people are likely clipping other ads for similar products and services, with the intention of contacting all of them.When your ad is repeated, something new happens. The people who respond are still only those who perceive an immediate or near-term need for your product or service. But, if they have seen your ad many times before, they begin to think of you as a preferredvendor, someone who has been around a while and therefore must be reliable. The more they have seen you in the past, the more likely they are to call you first. Thus, every ad you run is working to generate some responses immediately, as well as building awareness among people who will need you in the future.
Sell One Thing At A Time
Think about the last time you went into a store. You had one of two motives in mind. Either you went in with the intention of buying a specific item, or you were just browsing. And more likely it was the former. Even compulsive shoppers generally know what they are looking for (more or less) when they shop.
It works the same with ads. People who have identified a specific need spend more time reading or watching ads that relate to that need. So, if your ad has a clear headline, text and graphics that relate to one specific product or service, many people who need what you have to sell will stop to take a look. But they are less likely to stop for an ad that is general or talks about many things.
So if you're an attorney, write an ad that talks about injury claims or helping people purchase property or reducing their estate taxes -- one thing that many prospective customers can identify with. You'll get many more responses that you will with an ad that says your firm is "full-service" or that includes a complete list of services. Still want to promote another service? No problem. Just talk about that service in a different ad.
Divide Your Expectations By 10
Whatever response you expect to receive from your ad, the actual result will probably be much less. The person who sells you the advertising medium will talk about all the impressions - the number of people who will see or hear your ad: "350,000 people read our newspaper every day, and if only 1/10 of 1% of our readers respond to your ad, yadda, yadda, yadda . . . "
What the ad salespeople don't tell you is that their newspaper runs several thousand advertisements in every issue (if you count the classifieds) and that the people who read that paper also read other periodicals, listen to the radio, watch television, sit on busses and subways filled with ads, glance at billboards on the highway, and receive a dozen ads in their daily mail.
If your ad is good and is in the right place, it will be noticed by many people, but not as many as the readership figures suggest. Your ad competes for attention with many other ads.
Multiply Your Results By 10
Most ads don't pay for themselves on the initial purchase. (The exceptions are ads for high dollar value items such as houses and cars.) So why run ads for smaller purchases? Well, they really do pay for themselves . . . over time. Example: Let's say you run an ad which ends up costing you $10.00 for every new customers who buys from you. After all product costs and selling expenses, your profit on the first sale to each of these customers averages $8.00. You're losing $2.00 on every customer.
Most businesses lose money on the first purchase made by each new customer. However, each new customer can actually pay for your advertising expense many times over if you do the following: Make each customer so happy on their first purchase that they become a repeat customerMake each customer so happy that they tell their friends to buy from you
Measure, Measure, Measure
Even the most experienced advertising professionals are never quite sure which advertising ideas will work best, and they are often shocked to have some of their ideas do far better or far worse than they expected. That is why it is so important to accurately measure every ad to find out how well it actually worked.
The best way to do this is to ask. Train everyone on your staff who speaks with new prospects to ask 100% of them: "By the way, how did you happen to hear about us?" Have your staff keep a log of all the answers (all of them) -- numbers of leads, by day, by ad source. Do this for every ad and other lead generation project, and you will acquire extremely valuable data about what works best for your company.
And once you begin to draw a clear picture, start changing things from time-to-time and watch for the results. What happens if you change the headline in your ad? What if you make the ad bigger or smaller? What if you place it in a different publication or a different radio time slot? What if you raise or lower the offered price?
Don't Feel Compelled To Change A Good Ad
After running the same ad for a while, many businesses feel a need to "freshen it." There's a risk in doing that. If part of every ad's job is to build market awareness so people will think of you when they need what you have to sell, a radical change in your ad's design and message can put you back nearly to square one in market recognition.
If your ad is working -- producing the same results over time -- leave it alone. If you feel its results are slipping, and there are no other factors in the marketplace that would account for this slip, do the following cautiously: Try a variation on your usual ad for a brief period of time, and then go back to your old ad. Did the new ad result in an increase in sales, a drop, or no change? If the test shows the new ad works better, make the switch. If it doesn't work better, go back to the old ad.
Either way, if your ad has worked to your satisfaction in the past, try to retain its overall look and feel -- the colors, your logo, the typography -- to continue reinforcing your image as a long-term player in the marketplace. Observe ads for major seller in your market. They change many details from time to time, but the overall sound or look of their ads probably goes on for years.
To Thine Own Self Be True
Everyone in your company, all your friends, your spouse, your advertising sales representatives -- and perhaps your dog -- will give you advice on how to improve your ads. All of them (including the author of this article) spends less time than you do actually listening to your customers. So in the end, after you hear all of the great ideas from everyone, follow your own instincts about what makes your business special to the customers you value most.
Consider implementing these tips if you operate a business using mailing lists, consumer mailing lists, opportunity seeker mailing lists or MLM mailing lists to target Opportunity Seekers, Business Opportunity Seekers, MLM Opportunity Seekers and Home Based Business Opportunity Seekers and want to make more money than you are currently making.
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