 Some Advertising Is Doomed To Fail
By Diane Hughes © 2002
When people are concerned about the
lack of response to their advertising, usually they complain about one of
two things. They either say, "I put it in all the popular ezines but nobody
responded" or "I followed all the copywriting 'rules' but didn't even get
one sale." This dilemma is normally due to one common problem. There is one
thing most people don't think about that dooms their advertising to
failure.
Advertising is a process, not an event. Basically this means four things.
(1) Your copy has to be fabulous.
(2) Your placement has to be right on target.
(3) Your timing has to be impeccable.
(4) You must repeat your ads regularly.
The one thing that most people don't consider that dooms their ads to failure
is that all four elements in the process must be in place.
Let's go through them individually to get some clarification and ensure your
ads get the response they should.
Your Copy Has To Be Fabulous
Copy, especially with online advertising, is a primary concern. It has to
grab. It has to push those emotional triggers. It has to stand out from the
crowd in order to be seen. This normally means using a benefits-oriented
approach.
When you speak to your customers through your advertising, your primary goal
should be to answer two questions. "So what?" and "What's in it for me?"
Your Placement Has To Be Right On Target
Just because the ezines, newsletters or Web sites you chose to place your
ad with are popular doesn't mean your target audience frequents them. For
example, let's say Worldwide Marketing Ezine has over 100,000 subscribers
and everybody you know reads it like the Bible. You may be tempted to place
an ad with them thinking you'll get a huge response. But if your product
is an ebook that deals with gardening, you are most likely wasting your time
and money.
When people read Worldwide Marketing Ezine, their focus is on business and
promotions, not gardening. Yes, some of these people may be avid gardeners,
but throwing a gardening ad at them while they are in "marketing mode" won't
get you the response you want. A better idea is to seek out ezines that cater
to gardening enthusiasts. That way, your ad will be placed in front of people
who have an interest in gardening - while they are in "gardening mode".
Your Timing Has To Be Impeccable
There are some general "timing" rules that apply in advertising.
1. Never advertise during a holiday weekend unless you are in retail. Most
people are geared toward being with family during the holidays and don't
notice advertising as much. The exception to this is retail. These stores
do the majority of their sales during holiday times.
2. Summers are slower than the other three seasons. This is not to say that
you shouldn't advertise during the summer. What it means is that you'll probably
have to advertise more! Again, the focus of most people is on planning vacations,
being with their children and having fun. Because of that, most won't pay
much attention to advertising that isn't specifically related to their immediate
need. You'll have to up your ad frequency in order to place yourself in front
of them continually.
3. Always take advantage of advertising related products during "newsworthy"
times. Nationally or locally, if your product or service relates well with
something that is being covered in the news, jump on the bandwagon. Again,
it deals with the general focus of your customer's attention. (Of course,
PLEASE use good judgment!)
You Must Repeat Your Ads Regularly
There is another old advertising saying (marketer's are just full of them).
"Repetition breeds remembrance." Nothing truer has ever been spoken. Why
do you think Pepsi and Coca-Cola spend millions on marketing each year? Everyone
in the world knows who they are. However, they understand that if they disappear
from view, they are likely to drop in market share and fast!
Pepsi, Coke, McDonald's and hundreds of other major corporations understand
the importance of staying in front of their audience. The last statistic
I saw pertaining to impressions stated that consumers must see your ad seven
times before they really even notice it. SEVEN TIMES!
I know what you're thinking, "But I'm a small business owner. I don't have
the budget of Coke or Pepsi." True. But you can swap ads with others, write
and submit articles to ezines or Web sites, arrange joint partner ads and
split the cost plus a number of other things to reduce your advertising expense.
What's important is that you stay in front of your particular customer.
Once this combination is put into practice, you will notice a great increase
in your advertising response. The result of an ad that is well written, placed
in a targeted publication, timed impeccably and repeated with regularity
will be a more consistent flow of sales for your business.
About the Author:
Diane Hughes is an accomplished internet entrepreneur and editor of the popular
ProBizTips Newsletter. Subscribe to her newsletter for more tips, tricks,
and secrets of the trade -- plus get HUNDREDS of eBooks, software and tools
just for subscribing!
mailto:probiznews@aweber.com |
|
Web
Development
