How to create advertising that brings in business without breaking your budget
There seems to be a common belief that effective advertising needs to be loud, edgy, in-your-face, packed with details and features, entertaining or have stunning design. I don’t believe that any of this is true.
The best kinds of advertising are inviting. You aren’t really trying to sell anything. The message is one of education or a simple yet powerful connection to the viewer’s own needs, desires and wants. Apple doesn’t have to ‘sell’ the iPad; people willingly line up and wait for hours to buy one. They have masterfully inspired desire within people for their products. Take a look at their ads and you see very plain, almost boring ads (from a traditional advertising point of view), but they make the product the hero. They show all the wonderful things that you can do with the iPad; show people loving their tablet. They make you want one, too.
Any company can do this kind of effective advertising, regardless of the product or service; even if you feel that what you sell is a mere commodity whose only real selling point is price. The key is how you position it. Are you providing a freight forwarding service, or do you provide peace of mind that your package will absolutely get there by 9AM the next morning, guaranteed. Are you just selling coffee or are you providing a lifestyle; a sanctuary between home and work. Are you selling a computer, or is the hardware the membership to a club where the cool, hip and stylish reside?
The next steps include developing a great headline that grabs the reader’s interest. Headlines that arouse curiosity, report news or speak to the needs, fears or desires of the reader work best. The headlines should also be optimized for SEO, if they will be posted online. Ads can actually be long with a lot of text, contrary to what most believe. If the text is informative and well-written, people (who have an interest in the subject) will read long text and it has been proven that conversion rates are also higher in this case.
For more information on how to get the most out of your advertising budget, call Starstruck Marketing for more information.
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