Whether your ad budget is big or small, here are 10 tips you can use to increase the selling power of your next ad campaign!
#1- Stick to your marketing plan
Do you have a marketing plan? If not, you’re shooting for the moon. Without a well thought out plan, you will create “ad hoc” advertising. With it, you have a compass, map, and direction to help you avoid costly advertising mistakes. A good marketing plan will guide you through each area of advertising; your image, market share, budget, your position in the market. At Austin Marketing, the marketing plan is essential.
#2- Benefits Promise
This is the first rule in BIG profit advertising. The only reason people will buy from you is if it BENEFITS them. Your product or service must solve a problem. (Customers don’t buy just because). And they don’t care much for a long list of “features” either. The characteristics: weight, size, color, options, etc. they are not inherently desirable. You must clearly communicate what these characteristics mean. Is it a longer life? More money? Easy? Faster? greater pleasure? A better night’s sleep? These “perks” are what turn customers on. Design your ad, brochure, commercial or newsletter to be BENEFITS oriented, not FEATURES oriented. You will generate a greater response and make more sales.
#3- Use headlines that make sense
Five times more people read the headline than the body of the text. It follows that if you don’t sell the product in your title, you’ve wasted 80% of your money. Headlines that promise sell more than those that don’t. Your headline should telegraph what you want to say in plain language. Readers do not stop to decipher the meaning of obscure headlines. Research shows that headlines of ten words or more sell more goods than short headlines. Headlines between eight and ten words have more recall. In mail order, headlines between six and twelve words get the most coupon returns. These factors go into every Austin Marketing headline.
#4- Be bravely honest
Shoppers are smarter these days. Don’t try to trick their eyes. If you’re selling rotten apples, say so. Nobody will blame you. Surely there will be someone out there who wants to make a large batch of vinegar. If your product or service isn’t state-of-the-art, fine. At least sell it with enthusiasm. An HONEST and enthusiastic sales message will outsell ads with all the hype and no substance. Example: “This product is not for everyone, but if you want to save time and money…”
#5- Sell to a person
The problem with most TV, radio, print ads, direct mail, and brochures is that whoever created them is trying to talk to thousands of people at once. At Austin Marketing we believe that consumers are all individuals. A “YOU TO ME” approach would be best. If your pitch is one to one, your audience will be more receptive.
#6- Use Testimonials
If you can use them, testimonials are one of the strongest elements in any ad campaign. As buyers, we all want to make sure that someone else has already bought the product or service and is SATISFIED. A satisfied customer is often a better “salesperson” than a hired spokesperson.
#7- Give Demonstrations
Demos are one of the most powerful “persuaders” available to an advertiser. Although best suited for television, you can demo some products in print and on the radio. The “before” and “after” images are a form of demonstration. They add to the credibility of your message.
#8- Eliminate the risk of buying
This is a vital aspect of advertising. The greatest fear of the client is that of making a mistake. If you’re selling on sight (mail order), there are questions, objections, and hesitations to overcome. The same is true for expensive items. “MONEY BACK GUARANTEE” “MAKE ME LATER” “COME IN FOR A FREE TEST DRIVE”. All this will help to overcome the fear of buyers. If you have a warranty, don’t hide it in the fine print. impulse about it.
#9- Use photographs that tell a story
If true. Research shows that photographs sell better in advertising than illustrations. A picture can be worth a thousand words, but a photo with a story is priceless. Photos attract more readers, generate more appetite, are more believable, are better remembered, attract more coupons, and almost always sell more merchandise. Caption your photos. On average, twice as many people read captions under photos than body text. Each title must contain the name of the brand and the promise.
#10- Never leave your prospect hanging
Now that you’ve taken the trouble to get their attention, call them into action. If you don’t ask for an answer, chances are you won’t get one. If you convince them but leave them hanging, your competition may show up and reap the harvest of your hard work. Sell ”NOW” as time. Sell your “exclusive” and “unique” features. Reward them for responding now. Offer a brochure. With a discount. A sample.
As a publicist, I incorporate these positive advertising factors to increase the selling power of my clients’ campaigns.
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austin linwood
801-201-9026