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Your Advertising Sucks!
When you own a business, people will try to get you to advertise your business with their company. Some examples would be newspaper display ads, radio spots, local ad magazines, the back of cash register receipts, bill boards, cable TV slots, yellow page ads, ad agencies. The advertising representatives will tell you that you have to get your name, image and brand out there for people to see. They will also tell you that the consumer has to see your name at least ten times before they will buy from you. So the more you advertise, the more money you will make. They forgot the part about how more commissions will reach their pockets. This, my friend, is called Institutional Advertising. The focus is for your company to be “seen”. To get your name out there, so the next time a consumer needs your product or service, they will think of your business. Well, unless you have deep pockets, or a substantial ad budget, you’ll go broke fast using this method. Institutional Advertising does work, but how much is any ones guess, because it is hard to measure. The solution is Direct Response Advertising, also known as Direct Marketing. They both mean the same thing; A call for action. You are asking the consumer to ask for more information, to buy something, to give you their email address. It could be a number of things, but the bottom line is you are asking them to respond. Here is a simple guideline for Direct Response Advertising: • Use a headline that “hooks” or gets the readers attention • Connect with the reader through conversational text • Explain the benefits (what’s in it for me) of the product or service. NOT product features. • Call to action You can tweak it, add to it, or test it against another ad. All the time knowing how your customers are responding. With Direct Response Advertising you will always know how well your ad is working and not just throwing your money away. Copyright 2009, Craig Howlett Article Directory: http://www.articledashboard.com For more hot marketing tips, techniques and reviews to sky rocket your business profits, go directly to www.CraigHowlett.com |
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