Some Advertising Is Doomed To Fail - Find Out Why
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.