Analyze as a hobby for the bulk of advertising that you find in your mailbox, in newspapers and magazines, hear on the radio and see on television. Ask yourself a single question: Will you buy advertised products and services or not? And if not, why not? And if so, again, why? What pushes some of the ads to buy, and the remaining offs in the opposite direction? Regularly repeat these observations and be surprised, when he made a withdrawal of most modern advertising.
The vast majority of modern advertising is written and designed entirely illiterate. Advertising confused and precipitate in the confusion of potential customers who do not draw in his imagination of the desired picture of the possession of necessary goods (services), do not give a reason to buy immediately, allow to defer it indefinitely (read: life), focus on the technical characteristics of the goods rather than on the benefits that it provides. A majority of entrepreneurs progorevshih among the reasons for its collapse did not see a bad advertisement, considering that and other reasons for the failure was quite enough.
If you want to succeed in developing their own business, you need to learn how to write high-quality marketing materials, do not leave a potential client of choice and simply forcing it to buy immediately. That is the topic and subject of this article.
Each of us sits an unrecognized genius of the ad, you just in time to be able to encourage him to help himself. In this article we will consider 12 methods of effective advertising, you are required to ensure the success of your business.
Regardless of what business you are, you need a clear system to create high-quality advertising, be it consulting firm, online shop, home office or electronic representation of the company, working on the principle of «goods by mail». Otherwise you just perish in the sea world of competition.
First of all, to address two fundamental and very different reasons that advertising is essential to any entrepreneur. This will give us an understanding of what it must be assumed when preparing the advertisement. The first reason is to give visibility to your business proposal. The vast majority of advertisements on radio, television, newspapers and magazines created for this purpose.
Advertiser, making known its own products and services, introduces them to the target audience and is preparing to commit a purchase. Preference is given to this type of advertising by an absolute majority of large corporations. Their behavior in the advertisement is as follows: they are spending huge sums to have their corporate name and brand have become known, and then wait for the target audience of mature prepared to make purchases of goods and services.
Not having at hand the size of the budget necessary for such promotional activities, a businessman, a leading e-business medium and small size, are unable to afford such a luxury. So you, like me, are interested in a very different towards the implementation of advertising their products and services. This advertisement is called direct response advertising, and is not to make brand awareness and anticipation of a potential client, and sent directly to potential clients in order to induce him to buy immediately. In other words, the main objective of this advertising is to provide an immediate response. And this is not enough to place on your site page with the text, calling in each line immediately to buy your product or service. This is useless. There is a need to provide potential clients a good reason this immediately.
The ads may be of different types and have a different nature, but the principle of their work is always the same. The most serious mistake should be seen as an attempt to convince the potential client with the help of ad to buy immediately. This does not make sense if only because the ad does not have an amount sufficient to achieve this goal. Even an attempt to extract from each consumer dollar significantly undermine the effectiveness of your advertising works. Target your ad is something else: to encourage a potential customer to request more information.
I keep getting a large number of letters along the following lines: «For me there is an amazing product that everyone needs, but I can not understand why no one calls». And most likely you are among them. Let me slightly your eyes to a truism: no absolutely not important how good your product, if, in its advertising, you do not narisuete potential clients a clear picture of their possession and receipt of this quite specific benefits and advantages. And in most cases, business success does not prejudge a product and its ability to advertise. Of course, having a great product is essential, because otherwise you risk falling into the category of entrepreneurs, whose business does not live long, but ultimately the most important role of advertising.
You want to build a successful business and earn lot of money? Then develop for their products and services properly advertising! Below, I discuss 12 advertising techniques that you will use when creating all promotional materials. This – the starting point of any advertisement.
1. Constant testing. In promotional activities, regardless of the type of business an important role to play test all things. Test your ads, your business letters, goods and services, all sorts of publications, in one word, test everything. There is no limit does not exist and can not exist. Define special keys for each of your ads, letters or other material in order to clearly and definitely know which one is what brings results. Nothing is left to the mistress of fortune, are continually tested. Those who have made stunning success in developing its own e-business, continually test all of its tools and ads in action, compare the results, improve their achievements and raise their professional level and the level of its advertising.
2. Strong headlines. The key to the success of number two – this is the headers of your ads. It is understood that 70% of the success of your ad depends on what it is heading. It must be said that in the development of business through direct mail marketing has been bred one interesting pattern: headers-denial give much greater consumer response than headlines-approval. Given the nature of human psychology of denial, it is not difficult to understand that denying that a title is much better and quicker way into the soul of a potential client, it grabs attention and makes reading more. Thus, all your headings should immediately arrest the attention of potential clients and to be focused on it. To achieve this, you need to know what to think about your target audience, what are the needs and desires of its members. The title should shout in a way that the thought of potential repeat customer, then he will turn his attention, and will read the body of the ad. Therefore, justice is the claim that the title is capable of ensuring the success of the specific ad, and destroy it irrevocably.
3. Short words, short supply and small paragraphs. Forget about the style of language, which you taught the professors at the institutes and colleges. Your ad should be written in such a way that it looked and sounded just as far as possible, be simple to understand and give a basic guide to action. If you want to write should be almost at the level of eighth. It is necessary to use short words, supply and build them into smaller paragraphs. Of course, your teacher said that should not be writing a paragraph consisting of two or three proposals, but believe me, that the advertisements they did it not succeed. Too fussy and recondite style letter confuses a potential customer, because of what his attention dissipated, and once happened, you can bid farewell as the client, and with the sale. And, accordingly, with a profit.
4. The approach should be specific rather than general. In all their advertising needs to be more specific as you can. It should not be such as to write: «Nabeyte your mailbox money!» Better to write: «Get on your e-mail up to $ 355 a day!» Similarly: the «Secrets earnings» need to write: «63-year-old soldier shares his marketing expertise and secrets of how to earn $ 578 every day ».
Specificity makes advertising more credible. On the one who strives for common phrases, the user typically thinks: «He knows everything, and eventually knows nothing». Narrow specialization make him think: «Yes, this is a specialist in his case». This attitude has a direct impact on sales growth and as a consequence of the increase in profits.
5. Advertising must be unique. Too many ads are now constructed on the basis of direct experience of copying more successful competitors. Such advertising is rapidly izzhivaet itself and loses its effectiveness for one simple reason: people get tired of it. They are tired of listening about how much your company pays the marketing experts and leading specialists in any area, and that your products are the best of its kind and far superior to competitors. Browse all of this has been previously heard. Your advertising must be unique, and in dealing with this problem a great role to play professional image. What you are: a thick or thin, old or young, boy, has just finished high school in the troika, or old professor with glasses, ubelenny haired? Add to a specific portion of their own portrait. A good example of such ads, which I recently saw one of their clients: «57-year veteran of the tree grow to U.S. instead of the leaves faster than the young man half his age would be able to grow their own hair!» In other words, be as far as possible as you can more unique. Find yourself in something unique and put this information in their advertising. Show the people themselves in full glory, and only then they will trust you, and trust – a necessary guarantee of successful sales.
6. Use personal pronouns ( «I», «you», «it», «it»). Returning to the issue of university teachers, it is not hard to remember how they taught us to use a narrative speech about themselves and other pronouns «we», «You», etc. But believe me, that the personal pronouns in the singular will give you a much better result. People tend to trust more those who look simpler. Basically, only when the conditions they perceive a picture of your pasture possession of goods and services that you paint them in their advertising
7. Focus on benefits rather than on opportunities. This is the lesson that for many years trying to teach us specialists in the field of direct mail marketing, but for some reason did not want him to perceive. But the long-proven, high-quality advertising that is focused not on the technical characteristics and capabilities of the goods, but on the advantages and benefits provided by the client to possess them. Despite the similarity of the two concepts are not identical to, and understanding the difference is essential for the success of your business.
The possibility of calling the technical characteristics of your products and services, for example, the tariff plan, the ingredients, the quality of paper, etc., and benefits – is the result, which gives possession opportunities. Features focus on the product (service), while the benefits have always focused on the client. Hence the difference in the perception of the target audience of these two indicators. It is, in its advertising does not rely on the capacities and on the benefits and advantages, in particular: «How can make the buyer of this educational material?», «How many kilograms can reset acquiring this tool?», «How to quickly and the quality of the hair will grow at use of purchased drugs? »etc. Any advertisement, consent should be focused not on product, which it advertises, but on the potential client to whom it is addressed.
8. Use as many adjectives and adverbs. As you can see, for example, direct mail marketing, the offer has nothing to do with the so-called «information pakkazhem». Your ad should not be «detailing the necessary actions to 62 sheets» or something similar. When writing promotional material, such descriptions should be limited to the minimum. When you re-read the draft announcement, try to further reduce any kind of «how». Better describe their products (services) and draw in the imagination of potential clients sweet picture of possessing them. If you, for example, selling information products on the home training business, draw the potential client an irresistible picture of a quaint and its stunning success, the daily extraction of guaranteed income, the availability of uymy free time, without superiors and guidance, etc.
As a general rule, making a purchase, people almost never make a purchase, by logical arguments. Too many mistake the fact that it is absolutely sure that it is necessary to logically convince a potential customer to buy. Instead, people buy, is emotion. Therefore, when you create your own good (especially information) should be guided by logical principles and rules, but the publicity work to build on the emotional and began patterns. To achieve this goal it is necessary to draw a picture after the submission by a potential customer simply will not be my life without your products and services. Make your product is absolutely necessary for the consumer, even if your advertising is based on his emotions. After that, the commission of sales would not be for you absolutely no trouble.
9. Reviews and recommendations. References are a wonderful marketing tool and therefore should be used at the earliest opportunity. Most of the best in the history of advertising materials contain at least a few entries about the company, offers products and services. Get the same required for use in advertising comments and recommendations actually much easier than many think. Develop a questionnaire that will invest in the packaging of your product or place the form on the pages of your website offer feedback on this product (service), when it required fields should be contact information anketiruemogo. Let customers know that you are very important, what they think of you, your products and services. Give them an easy opportunity to express their views, and then gather feedback and recommendations and use them at full power, in its advertising.
10. Free gifts for a certain period of time. Something has always been free and is a very powerful argument in advertising, direct impact on the emotions of potential customers. The word «free», no doubt, the great word in the advertising texts in the history of their existence. Any goods worth less than $ 20, must include in the crown of the offer of a free bonus, the availability of a free gift also desirable for the goods, less the amount. However, the proposal of free gifts to the product, there is one subtlety: the proposal of this kind needs to be done short of motivation to commit immediate purchases. This creates in the emotional sphere of fear of a potential client to miss profitable opportunities, and encourages immediately buy your product (service). Actually, all your advertising should encourage consumer to buy it now, not ever after. And as a free gift you need to offer something light and cheap in cost, but having great value for your target audience.