by Mike English
Advertising is a vital component in a successful marketing plan. A small business need not spend a lot of money to advertise effectively. There are three elements that are essential to developing and running a successful advertising campaign. Those are simplicity, value, and frequency.
How many times must a prospect see your message before becoming a customer? On average, nine times. However, for every three times your prospect is exposed to a message, it is lost in what we call "The great information abyss." To deliver your message successfully nine times, it takes 27 instances of contact for acceptance. Not only must your message be delivered repeatedly, but the message must be consistent as well. Even if you get bored with your message, keep it. If you have done your homework, it will reap benefits.
Using statistics in your message, whenever possible, adds valueópeople believe them! For example, debit offers merchants no charge backs and guaranteed payment, yet few small merchants have implemented debit. If a salesperson were to approach these prospects with statistics such as "50% of households with incomes over $50,000 use debit three or more times a week"(which is true), it would sway a merchant to implement debit.
Just as important as statistics, is a visually stimulating message which will entice your prospects to read your message. Looks are as important in advertising as they are in relationships; it is the first level of attraction!
Remember two important facts when creating an ad or working with an agency:
Here are some guidelines to follow when creating advertising copy:
Don't tell your prospects how good you make your products, tell them how good your products will make them. ‚ In your copy, set forth a problem, explain the solution, and then demonstrate how your specific solution will best solve the problem. ƒ If possible, provide an incentive with a response deadline, people react to deadlines.
In advertising, size is everything. Advertisers will tell you that a two-page ad attracts 25% more attention than a single page ad. A half page ad is about two-thirds as effective as a full-page ad. Color is very valuable as well. A full-page color ad attracts approximately 40% more attention than a black and white ad. However, a black and white ad scores higher than a black and white with one color. Photos are much more effective than drawings. A photo showing a product in use is more effective than just a product shot. Ads with people score higher in readership studies.
Where you place advertising is more important than your advertisement. Advertise in magazines and publications that your clients and prospects read. Many major cities have a magazine named after the city. A "marketplace ad" is a good start. List your company name, business, and telephone number. Run it continuously for the best results. Advertise in local chamber of commerce publications as well.
Focusing on simplicity, value, and frequency will help you generate the best results from your advertising budget.
