Successful Advertising| A Few Characteristics of a Successful Advertisement
A lot of small businesses today struggle with successful advertising because they don’t have the resources or time to do it right.
The results are simply crap due to lack of innovation and critical masterminding with a team of professional marketers like myself ;).
Whether their ads are put in a local newspaper or posted on a website, the money invested should gain the customers interest and additionally their business.
There are some typical mistakes small businesses and so called “professional marketers” do when coming up with and posting the advertisement, which leads to the failure of it.
Go big or go home…
That is exactly what these small firms think when they want to try advertising their product for the first time. They think bigger and select a necessity where they need to invest a lot of capital, but do not reach their desired market. Like if a company specializes in designing graphics and want to help out people who had disappointing results from their previous graphic designs and the company chooses to advertise a full page in the local paper instead of running advertisement in a art/graphic design magazine, then not too many of the designers will notice the advertisement and the advertisement does not get the desired attention.
So the point is to come up with the best advertising strategy, which will increase the probability of the ad getting viewed and the right consumers wanting to buy the product or get enrolled for the provided service. Studies can be carried out on the market and targeted audience can be narrowed down. Once getting the list of newspapers, magazines and websites meant for the customers in mind, find out how many readers they have and the price for posting the ad.
Each and everyday people are subjected to almost three thousand commercials. That is a huge number and if someone wants to be noticed, they should try and be different. Not only the services and product sold should be unique in the market, the advertisement should be to.
For example, if a business selling mattresses says, “We sell mattresses”, it will not make a statement and will be passed off as any other mattress advertisement. But if they say, “Our mattresses are of the highest quality”, it will make the advertisement stand out in the crowd. The advertisement should also focus on the uniqueness of the product and how it is better compared to the competitors’ product.
Focusing on the problems of the customers and giving a solution for them, is what a customer demands. A customer does not buy a product; he buys benefits in the form of a product. The real value of the product should be realized and a clear picture of it should be presented to the customer so he will be able to relate with the product. If the advertisement does not specify the solution it can provide, the customers will never know of it. So focusing on the customers problem is what some ads miss.
The last thing missing in most of the advertisement is motivation towards the customers. If the advertiser has designed the advertisement and the customer had read the advertisement, all efforts and money invested will be wasted if he does not get up and do something about it.
It should not be assumed that the customer knows what to do; instead the advertisement should influence the mind of the customer and should tell him what to do. Call of action is the final role of advertising. It should call for information, or visiting the store or even visiting the online store. The message should sound confident and right to the point.
I will see you on the beaches of the world…
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All it takes is time and a commitment to succeed…
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