The first step in advertising is to identify your target market. Without a clear picture of who you are attempting to attract with your advertising, you'll have a tendency to waste valuable time and money shot-gunning for customers. Once youíve identified a target market, it should then be easier to research which media to use to deliver your message in a cost effective manner. To compare different media to each other, consider the cost per impression of your advertisement. Keep in mind that you need at least 9 "impressions" to influence your potential customers to action. Studies seem to agree that only about every third media ad is seen by your target customer. Thus, a schedule of 27 exposures (or more) can begin to 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 headlines emphasize the benefits of your service, not the source.
2. Reader's self-interest: Headlines and body copy should be written from the readerís point of view. Try not to talk about how "We're the best at . . ." or "We can do . . ". This tends to be ěego advertisingî and doesn't serve you well. Instead, stress to your customers how your product/service benefits can make their lives easier.
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.
Marty Schulz is a business counselor for Linn-Benton Community Collegesí Business Development Center. The center exists to help local business owners achieve greater success. If you have questions, please feel free to call him at 757-8944 x5145 or Email him at marty.schulz@linnbenton.edu
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The Oregon Small Business Development Center Network’s funding partners
include sixteen community colleges, three regional universities,
the U.S. Small Business Administration and the Oregon Economic & Community Development Department.
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