The Best Advertisement is Your Message
Small Business Owners are desperately seeking new customers. To get beyond the point of they are working and putting in 70 hour weeks, to get to the point where they can have a team delivering value. Key to this is more customers. So they advertise. And there are lots of ways; Facebook, Newspaper, Valpak, Coupons, Radio, TV, Billboards, Postcards and so on. These are all channels to the market. But the place to start is the message.
There are 4 key pieces to good advertising copy: (The order of these is essential to success)
• Attention (We must stop the scroll)
• Benefits what will they gain
• Call to Action
Advertising is like sales. So, you want frame the message in a way that is all about the customer. They really don’t care initially, about years in business, credentials or number of locations. They want to know what you can do for them.
Let’s take a minute to talk about each of these components:
1. Attention: This is usually the headline. You want to grab their attention and make them curious so that that they want to know more about your products/services. This addresses the question foremost on their mind. The headline is the advertisement for the advertisement. For example If you are thinking about the purchase of a new computer (and you are not a tech expert), you may be worried about questions like:
a. How long will it last?
b. What is the reliability?
c. Can I travel with it?
d. How can I make sure I make the right choice?
A Good headline might be: Get Your Questions About Reliability, Portability Answered So You Get the Right Computer!
2. Benefits: You want to highlight the benefits of your products and services and, demonstrate how they will solve or prevent a problem. They need to know what’s in it for them. You can do this with useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
3. Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Case studies, Testimonials, Spec Sheets and so on.
4. Call to Action: It is remarkable how many people do not ask for the business, or even for the next step. When I was in sales I called these folks professional visitors. You want your potential customers to DO something. It might be to check out your site, sign up for your newsletter, purchase your products, contact you about services…something. Often a low risk offer is a way to get into the relationship with your customer. This can be a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Great advertisements these components and will not be a successful without any of them. Once you have this ready then you can move to the channel. And it almost doesn’t matter what the channel is as long as your customer se/hears it. We can help you with this too. Try our FREE test drive to learn how to put together great advertisements from some of the best in the business.