How many business owners know the feeling of investing in an expensive advertising campaign and not getting a return? It is disheartening and frustrating, especially in a down economy when it seems that advertising budgets are the first to get cut. If you are in a pattern of seemingly unsuccessful campaigns and you feel as though your ads are not generating the type of response you hoped, you could be committing a few common errors.
Here are 4 characteristics of successful advertising that will help point you in the right direction and on your way to successful campaigns!
1. Successful Ads are Highly Targeted: It is easy to think big when it comes to advertising, however this isn’t always the best approach. Sure, the morning news has more viewers, but are they the right viewers? It is important to map out your target market and seek out the media that reaches this focused audience. Targeting will save you money and reach the audience more likely to buy your products or services!
2. Successful Ads Solve a Problem: What need or problem does your product or service solve? Will it save someone time? Save them money? Another way to express this point is to define the difference between features and benefits. A feature is tangible. For example, you are a women’s clothing store owner. You carry a wide-range of jeans across different brands. This is a feature of your store. Adding a benefit takes it one step further. Since your store carries a wide-range of jeans across different brands, the hassle of going from store to store to find a pair of jeans that fit perfectly is taken away! What a difference this makes. If you don’t address a solution to a problem, your audience will not realize they need what you are offering!
3. Successful Ads are Unique: Cliché, boring ads will blend in with the clutter of other advertising, as well as your competitors. Determine what sets your business apart and focus on that aspect. There are millions of restaurants, stores, and ways for people to spend their money on entertainment. Why should they chose to spend it with you?
4. Successful Ads Cause The Audience to Act: Which calls for a “call to action” in your advertising. Grabbing attention with your advertising and keeping that attention is great, but if it does not cause them to seek out more information or contact you, then it may end in disappointment. Make sure your potential customer knows how to do that or what they should do to take that next, important step. Does that mean directing them to your website? Inviting them to come into your store?
These things may seem a bit overwhelming and a lot to cram into small ad space or air time, however, keeping these principles in mind and having a well-crafted message will hit these points and be very effective.