If you’ve ever bought advertising on a Web site, radio program, or print publication, you probably know that advertisement marketing is a bit of a gamble. There’s no guarantee that you’re going to get any response to your ad, let alone an avalanche of responses. Having high expectations is good because optimism is a positive energy to infuse into your marketing campaigns. It usually helps, as long as that optimism is grounded in reality (whatever that is.)
Before you place an ad in any medium, you should ask yourself a few questions to make sure you’re maximizing your chances of success with your advertisement marketing.
- Is may ad visible? If it’s buried, surrounded by clutter, or too small, then it’s not going to catch enough (or any) attention.
- Does the ad speak to your prospects’ needs and desires? If your ad doesn’t state or strongly suggest that you can save people money, make their lives easier, enhance their enjoyment of life, or solve a problem, then the response to your ad will probably be small, if not nonexistent. When it comes to advertisement marketing, your prospects want to know one thing [cliche' alert] : “What’s in it for me?”
- Does my ad include a USP? If you’ve been reading articles about sales and marketing (or if you’ve undergone any sales training), you’re probably familiar with the phrase “Unique Selling Proposition”. What that essentially means is that if your product or service is superior to what your competition offers, then you should communicate those advantages in as many of your advertisement marketing placements as possible. As a matter of fact, all your marketing materials and should make it clear to your audience the benefits of doing business with you. When someone looks at your advertisement, they’re going to subconsciously ask themselves the question “Why should I care?” If your marketing message doesn’t answer that question to their satisfaction (or at all), then they’re going to move on and your ad will fall flat. Remember that people are bombarded with advertising and marketing messages from the time they wake up until the minute they go to bed, so if your advertising message doesn’t jump right out at them and motivate them to respond, then they’ll probably ignore it.
- Does my advertisement contain a specific “call to action”? This is an age-old advertising principle that always has been true and probably always will be. If you don’t specifically tell your prospects how you want them to respond to your ad, then they’ll probably do nothing. Unless the purpose of your advertising marketing is to simply create name recognition or reinforce a branding campaign, then your ads should include contact information and a suggestion to use it. In other words, tell your prospects what you’d like them to do: call, stop by, make an appointment, visit your website, e-mail you, clip a coupon, volunteer, donate, ‘like’ you on Facebook, follow you on Twitter, connect with you on Linkedin, download a free brochure or e-book, enter a contest, register to win, submit an application, or whatever.
- Has my ad been tested? Before embarking an a major (expensive) advertising campaign, it’s advisable to test the effectiveness of your ad on a smaller scale. At the very least, you should conduct an informal focus group to get constructive criticism about your ad. Ask people if they’d respond to your ad and why. (You can also pose the question in the opposite way.) Some of the factors that can affect the response rate of your ad may include the headline, the design of the ad, whether it attracts peoples’ attention or not, and whether the offer or the call to action is compelling or appealing.
And speaking of advertisement marketing, here are a few resources and offers you might want to consider:
- Free Report: The 7 Biggest Advertising Mistakes and How to Avoid Them!*
- 10 part video series * that reveals everything you need to know about using Facebook ads to generate more business for yourself no matter what you target market!
*Disclaimer: Marketing Survival Kit is a compensated affiliate of the above-mentioned digital products.