Create Productive Advertisements

There are 4 key elements to a productive advertisement that turns prospects into clients:

1.    Tell them what to do next:  This is also known as a “call to action”.  What do you want your prospective customers to do?  Pick up the phone and call to make an appointment?

To get your people to take action, you must explain the benefits of taking action or the problems they face if they do not.  Make it clear why you have to offer, any reasons why they should come to you rather than anyone else, and call for them to take action.

2.    Appeal to your target market:  People are exposed to more advertising today than in any other point in time.  Television, radio, newspaper, magazine, direct mail, billboard, Internet and E-mail advertisements bombard their every waking moment.

By targeting a specific market, you can tailor your advertisement to appeal to prospective clients.  Select your “best” customer type and speak to them in their own language - visual advertisements should represent your targeted prospects and encourage them to think: “This is just what I need!”

3.    Be Sincere:   The public is becoming much more savvy.  Your advertising message must ring true.  Keep your claims supportable, include testimonials, and substantiate them where necessary with facts and figures.  An over-abundance of adjectives will not ring-true, and studies show, can actually be counter-productive.

4.    Get Attention.   Our brains are wired to be on the alert for new and different experiences.  We often relegate repeated tasks to our subconscious control.  What is differentiates your offer from the hundreds of others that they see every day?

Keeping in mind the necessity to be sincere, tell your customers what’s new.  You want them to open their minds to the uniqueness of what you are offering.

Get the most out of each advertisement by ensuring that each one has the four key components.  Your marketing budget will remain the same, but the increased return on your investment (ROI) will make you glad that you did.

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