Q: I really need new customers. How do I know where to spend my advertising dollars?
Signed: Need to be Seen
Dear Need:
Before you decide where to run your advertising, you need to know your target market. Without a very clear picture of these new customers, you'll waste valuable time and money. Once you know who your customer is - then you'll be able to decide what media delivers a qualified customer to you at a competitive cost per contact.
While you are building a budget, keep in mind that you need at least 9 "impressions" to influence your potential customers to action. Studies show that only every third media ad is usually seen by that customer. Thus, a schedule of 27 exposures (or more) will bring you your best results.
Regardless of your choice of media, experts suggest four main elements of an effective ad.
1. Headline: The most essential element of an ad. You have only one or two seconds to get their attention. The message in, and treatment of, your headline accounts for up to 70% of the readership of your ad. Avoid the temptation to start with your name or logo. The best headline emphasizes the service not the source.
2. Reader's self-interest: Headlines and body copy should appeal to the reader. Don't talk about "We're the best at . . ." "We can do . . ". This is ego advertising and doesn't serve you well. Instead, tell them how your product/service can help them.
3. Call To Action: Always tell the reader what you want them to do. "Call today." "come to the store by August 15 to take advantage of this 30% discount." "Return this postcard for a chance at our fabulous giveaway." etc. Never assume the reader knows what call to action you want.
4. Visuals: Use visuals that have a high degree of stopping power. Photos are better than illustrations. Images that help tell your story are great "bridges".
Finally, become an expert observer. Watch other ads. Are they effective? Can you identify their target market? What was it that made you want to read, open, listen, etc? Use your observations to make your own ads memorable.
Q. Is the "Baby Boomer" market important to me?
A. I always advise my clients to target the "Baby Boomers" whenever possible. One-third of the American population will be 50 or older by the year 2010. Remember the Boomers may have money to spend but they want what they pay for. Resist the hype and focus clearly on value and benefits. With this group you should expect far less loyalty than their parents. You will need to earn their business every time with value.
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