Offline And Online Advertising Tips For Marketing Entrepreneurs
In this article I’m going to cover other “Aspects of Advertising”. These are actually subsections that need a place to live, and will include online advertising and the benefits of this type of advertising for sales and commissions.
- Tone & Personality
You have to make a decision about your ad relating to its tone and personality. What disposition/character/behavior/or attitude is going to be the most effective?
Now tone is the undercurrent of your Ad or the mood. Personality is the make-up of the Ad’s character. It’s important to think about this because some advertisers ignore it and when they pull the pieces together (picture, copy, etc) the Ad doesn’t project anything.
For instance think of the grabber line being, “Big budget delivers big results.” Hmm? Just as money can’t solve all social ills, big budgets don’t automatically create inventive advertising. Many times we’ve seen an enormous budget plus a rotten idea = a huge failure. Yet, there are times when we see a small budget plus a first-rate idea = marvelous success. Be prepared to make do and still make it fantastic.
- Break the Limits
If you have a small Ad, demonstrate that you’re better than the space you’re in. Remember the prospect doesn’t care about the size of the Ad, they only care about what you’re doing for them.
- Turn Adversity Into Advantage
If your client insists on showing woodchucks in their jewelry Ad, turn out the best woodchuck jewelry ad ever. You’ll get points for originality, and because it’s a “zag” you’ll probably get results.
- Use What’s Already Available
Before you spend a lot on photos and illustrations, look at what you have lying around. It’s free.
- Can the Approach Work?
Not to discourage free form thinking, but you should reject approaches that demand too much BLT (budget, labor, and time). Instead, prepare Ads that require your talent and not months and bucks.
- Frugality Makes You Timely
The smaller the production budget, the sooner your Ad can get in the market. This is the “Rule of Thumb.” The reason is because you’re not relying on other resources. So, unchain your Ads from expenses and move fast.
This is worthwhile because if economic conditions suddenly change (and they will), you can quickly respond with a new Ad message that addresses the new economy. You might decide to say, “Now more than ever, it pays to use our product.” You’ll again leave your competitors in the dust because they’re tied to expensive Ads and long production timetables.
- Watch Your Language
Most people don’t realize the power that’s packed in language. One misused phrase can upset thousands of people, so keep you antennas up and use your judgment.
For instance, use nothing at the expense of a certain group. This will offend people. Instead, show that an Ad can get results from scores of readers and a smile from every one of them.
Don’t make fun of the prospect in a “we’re just kidding” way. They are not paying much attention to your Ad, so they won’t get the subtle nuances of your wit – only enough to be insulted.
When you’re doing your Ad, remember that you must use psychology. You must, and I mean MUST, make your prospect want your product more than anything they can think of – and right NOW!
By the time they get through reading your Ad, they should be panting to run out to your store or shove their check in an envelope and run to the mailbox.
Today I’m going to give you some tips that will help you. First always remember that enticing, siren of advertising AIDA. Who is AIDA you ask? Well AIDA stands for,
- A=Attention – Grab your target audience attention
- I=Interest – Create curiosity
- D=Detail – Provide details
- A=Action – Call for action
If you have AIDA before you every time you start to do an ad, you’ll never fail. The most important point is the “call to action”. You’d be surprised at the number of sales that are lost because the client is never asked to “order now, try it for 30 days, fill out the coupon” – or whatever you use to make your client take action.
Here are some advertising gems that will keep you on the beam:
- Force yourself to operate under deadlines. When you start buying advertising space you’ll have to meet deadlines so get used to them.
- A good headline answers the question WIIFM (What’s In It For Me)?
- A customer who buys from you two times is twice as likely to buy as a customer that only buys from you once.
- If you’ve got a good product, a good, liberal, strong guarantee should go with it and will increase your sales. The amount of returns/refunds you get will be insignificant compared to the increase in sales.
- The more your sales letter looks like a “personal” letter, the better it will work.
- Remember the 40-40-20 rule for using direct mail. It breaks your success in three ways: 40% of you success is using the right list, another 40% is having the right offer, and 20% is everything else (copy, format, graphics, paper, etc.).
- In advertising it is better to offer a Free Bonus than to offer a discount.
- Direct mail advertising statistics show that mail delivered on Saturdays and Mondays get the poorest response. Best days are Tuesday, Wednesday, and Thursday-and in that order.
- Use testimonials in your ad and put them before the call to action and after the details about your widget.
- “Buy 1 get 1 FREE” always out-pulls “2 for the price of 1”.
- Nothing is more powerful than “goodwill” except ill will. If a client is dissatisfied, make good and make it fast.
- Always make your customer feel like they’re the most important customer you have, and they’ll keep buying from you and not your competitor.
- If you want to mail an Ad for your business to prospects, research mailing lists on the Internet at: www.edithroman.com You’ll have access to virtually every direct response mailing lists in the U.S.
- Sales copy can never be too long, it can only be boring.
- You can increase your response rate from a mailing if you add a “post-it” note on your sales letter. You can say something like, “Only for the month of June”, or “Reply before 6/30 to get the discount.”
- The best way to keep tabs on your competition is to become their customer and see how you’re treated.
- In Direct Marketing (which Ads by mail are called) there are only two rules: Rule #1: Test everything. Rule #2: See Rule #1
- Ad copy type-set in ALL CAPITAL LETTERS is harder to read than all lowercase of Mixed Case.
- Repeat your offer and guarantee on your order form.
- Whenever possible, give your customers an extra added and unexpected bonus or gift along with the order to show your appreciation.
- There are only three ways to grow your business: (1) increase the number of customers; (2) increase your average dollars per sale; (3) increase the frequency you do business with your customer. Always remember, “turn-over may feed your ego, but it won’t feed your family.”
- The more you treat your clients as friends, the more likely they’ll talk about you and do more business with you.
- Don’t ever let a Holiday come and go without offering your current customers a special deal in an ad. Use the event as the “hook” for the ad, and if you research the subject you’ll find there’s a holiday of some sort almost every month. Not just the big ones like Valentine’s Day or Easter, but use one’s like Groundhog’s Day, National Dairy Month, Boy Scout’s Week, or whatever you can work into your product line.
Now that I’ve introduced you to AIDA, and given you all these marketing jewels you should be able to compose an Ad that will not only increase your presence in the marketplace, but also bring you more clients, business, and profits. But just in case you still have a few doubts about composing Ads yourself, below are a few do’s and don’ts.
DO ‘S AND DON’TS OF WRITING CLASSIFIED ADS
DO WRITE OUT ALL DETAILS in your Ad offer. Read it, edit it, and re-write it for a shorter, money saving effective Ad. “Think small”.
DO FOLLOW ALL THE RULES when writing your classified ad. Use AIDA.
Attention Interest Desire Action
DO NOT CHARGE for sales letters or circulars.
DO BE HONEST with all your classified ad claims.
DO IDENTIFY your product.
DO WRITE YOUR CLASSIFIED AD simple, clear and direct.
DO USE WORDS EVERYONE KNOWS and everyone will understand what your are saying.
DO USE A WORD that will benefit a reader.
DO NOT OVERPRICE your product.
DO ADVERTISE FREQUENTLY. Constant exposure creates a familiar offer with better response.
DO OFFER A MONEY BACK GUARANTEE in your classified Ad, sales letter or circular if possible. An excellent sales technique!
DO TEST YOUR AD in 2 or 3 smaller, low cost publications. Record results. Code each Ad.
DO READ PUBLICATIONS that relate to your product. Write for Ad rates, paid circulation, discounts and closing dates. Keep records.
DO HAVE ALL YOUR LITERATURE AND PRODUCTS ready for mailing when your Ad appears in the publication of your choice. Do not delay in responding.
DO RUN SEVERAL ADS worded differently. Keep records of results.
DON’T OVER ADVERTISE. It can be expensive. If you want to, do it gradually.
DON’T PRETEND YOU KNOW ALL THE ANSWERS, because you don’t. Take time to find out what you need to know.
DON’T TRUST YOUR MEMORY. A thought will leave you as quickly as it came. Always write down a good idea. NOW!
DON’T PLACE YOUR AD in the wrong classification.
DON’T WASTE YOUR MONEY on Ad words to amuse or entertain, but use words to persuade, inform and sell your product.
DO USE A SHORT BUSINESS NAME. Make it easy to pronounce and remember.
DON’T FORGET THE M.E.D.I.C.S. Motivation Enthusiasm Desire Image Creativity Success
DON’T GIVE UP. If your ad doesn’t pull after a fair exposure, try re-writing it. One or two different words may do the trick.
DON’T SPEND THE PROFITS. Re-invest the money in more continuous advertising.
DON’T FORGET, an ad that offers “FREE DETAILS” means writing a sales letter or circular.
Avoid High Typesetting Costs And Mistakes
Getting your price lists, brochures, catalogs or newsletters typeset does not necessarily have to be a costly procedure. Keep in mind that the main cost in typesetting is the time involved in setting type. By minimizing the time needed to create a typeset piece you can effectively keep your cost down. The following suggestions can help reduce your typesetting expense.
Know what you want the FIRST time around. Have a picture in your mind. Trial and error can be costly. Don’t have a typesetter set it one way, then decide a different format would look better.
Reduce and eliminate author’s corrections by thorough proofing and re-proofing.
Avoid minimum charges by combining small jobs and having them set at the same time.
Try to use one family of type to save time and money by avoiding font changes. The consistent look is better.
Give explicit instructions on marking up copy: type styles, column widths/margins.
With a large job, such as a brochure or annual report, request a style setting proof sheet to get approvals before the entire job is done.
Avoid super rush jobs, especially if you don’t really need them.
Avoid lengthy corrections on the phone. You might end up paying for corrections later that could have been avoided if you had done your editing on proof sheets.
Get the layout finished and approved before having type set…the same goes for copy, of course.
Avoid the use of “run-arounds” (reducing the width of the copy to make room for a photo in the column, for example). If you do use them, use simple shapes, boxes, squares.
Avoid the use of curved or angular type. Type reading left to right on a page (for example, this report) is faster and less expensive to set than copy that is set in a curve or running sideways on the page.
The use of unjustified text and captions is less expensive than justified because it sets quicker, costing less time.
Don’t depend on the typesetter to read your mind. Be specific.
If you can follow these hints you should be able to work out a “cracker-jack” Ad for either yourself or a client. Next week we’ll take a look at handling the media.
The Secrets Of Free Advertising
The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your objectives without cost that it literally boggles the mind just to think of listing them.
One way is to write an article relative to your particular expertise and submit it to all the publications and media dealing in the dissemination of related information. In other words, become your own publicity and sales promotions writer. Get the word out; establish yourself as an expert in your field, and “tag-along” everything you write with a quick note listing your address for a catalog, dealership opportunity, or more information.
Another really good way is by becoming a guest on as many of the radio and television talk shows or interview type programs as possible. Actually, this is much easier to bring about than most people realize. Write a letter to the producer of these programs, then follow up with an in-person visit or telephone call. Your initial contact should emphasize that your product or service would be of interest to the listeners or viewers of the program–perhaps even saving them time and money.
Other ways of getting free or very inexpensive exposure include the posting of advertising circulars on all free bulletin boards in your area, especially the coin-operated laundries, grocery stores, and beauty and barber shops. Don’t discount the idea of handing out circulars to all the shoppers in busy shopping centers and malls, especially on weekends. You can also enlist the aid of the middle school students in your area to hand out circulars door-to-door.
Some of the more routine methods include having a promotional Ad relative to your product or service printed on the front or back of your envelopes at the time you have them printed with your return address.
Be sure to check all the publications that carry the kind of advertising you need. Many mail order publications just getting started offer unusually low rates to first-time advertisers; a free-of-charge insertion of your Ad when you pay for an order to run three issues or more; or special seasonal ad space at greatly reduced rates. And there are a number of publications that will give you Per Inquiry (PI) space–arrangement where all orders come in to the publication, they take a commission from each order, and then forward the orders on to you for fulfillment.
Many publications will give you a contract for space. In this arrangement you send them your Ad, and they hold it until they have unsold space, and then at a price that’s always one third or less the regular price for the space need, insert your Ad. Along these lines, be sure to check in with the suburban neighborhood newspapers.
If you send out or publish any kind of catalog or Ad sheet, get in touch will all the other publishers and inquire about the possibilities of exchange advertising. They run your ad in their publication in exchange for your running an Ad for them of comparable size in yours.
Finally, there’s nothing in the world that beats the low cost and tremendous exposure you get when you advertise a free offer. Simply run an Ad offering a free report of interest to most people— a simple one page report with a “tag-line” inviting the readers to send money for more information, with a full page advertisement for your book or other product on the backside. Ask for a self-addressed stamped envelope, and depending on the appeal for your report and circulation of the publication in which your ad appears, you could easily be inundated with responses!
The trick here, of course, is to convert all these responses, or a large percentage of them, into sales. This is done via the “tag-line,” which issues an invitation to the reader to send for more information, and the full page Ad on the back of the report, and other offers you include with the complete package you send back to them. As mentioned at the beginning of this section, it’s just a matter of unleashing your imagination. Do that and you have a powerful force working for you that can help you reach your goals.
Ok folks loads of tips and advice for you in this article on the different aspects of advertising and marketing and I do hope you will take at least some of them on board. They will be of enormous benefit to you in your marketing and advertising endeavors.
As mentioned at the beginning of this article. To take your marketing career further why not venture into online advertising? After all it has been the most popular since the 1990’s and will continue to be the way of marketing and advertising in the future.
Of course you would need a website or even more than one and to that end I will point you in the direction of this webpage where you will get the chance to have two for free and with hosting thrown in. Isn’t FREE what every good advertiser and marketer wants?
Have a look today and I do mean today! Remember the tips and advice I’ve already given you about timing. Don’t put off until tomorrow that you know SHOULD be taken care of today.
Ok this is me signing off and please come again when I’m sure you will find even more informative articles that will help you towards achieving the success that you’re aiming for.
Have a nice day.