Who Else Lost Money On The “Creative Advertising”?
Pay for NO design – at this money, as the beginner, safest and definitely cheapest is if you do not use any design. Some of the most effective ads were without any design at all.
Write a big headline that presents your USP – Unique Selling Proposition. It is your most appealing competitive advantage… the reason why potential customer should buy from you instead of from your competitor… it is sometimes easy to identify by simply contacting your old customers and asking them why they have ordered from you. If you know the buying reason for 5 customers, you could find another five just like them.
State your headline with self benefit in mind (not your self benefit, but the readers’).
Write like you talk – and tell as much as you can. And don’t worry if it will look messy or long, as long as you are to-the-point and giving the value to your readers, you are doing fine.
Use benefits instead of features. Many ads would say that a pc has 1gb ram… but you should instead explain the meaning… what 1gb of ram means… like, get your pc with 1gb of ram so your PC won’t freeze during the normal office tasks.
Remember, you are not selling the drill, you are selling the hole that drill will be used to make.
Call to action. I cannot stress how important it is. Explain, specify to your reader “here’s what I want you to do… pickup your phone… call that number… hold your credit card and tell X to Nancy or Lou whoever answers the phone that you want to order your package of Y product”… Don’t assume they do know. I’ve seen it over and over again, every time I would simplify the order process, I would ask them more directly for the order – my response rate would skyrocket. Sometimes as dramatic as 67% by just writing two words: “call now”.
Go through all your material and make sure you wrote simply and easily so everyone could understand. Think of a 14 yr old child. If he could easily understand what you wrote, you did great. If he couldn’t, re-do it. Clever people do not use “clever” words. Simple words are understood both by clever people and by not-that-clever people. And you don’t want to miss your buyers, do you?
If you have followed these steps, I cannot tell you that you have a world-class ad as it requires a lot of work and studying, but I can tell you… in fact, I can guarantee you… you are a quantum leap ahead from your “creative” competitors. And the best part is, you know exactly what kind of success you are getting by simply counting your orders. There is no excuse called “building company’s image or something else”. The best way to build up the image is to sell a truck-load of your products everyday… and then, let your satisfied customers brag about it to their neighbors.
In the next article, I’ll show you how to quickly introduce a new product to the market and sell it out even before you develop it.
For money-making advertisement.
Dominic B. Wright
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