How To Create Instantly Compelling Ads Every Time
/ Filed in: General
MST recommends that before you invest in any new advertising campaign, you take a very critical look at the content of your message. By following just a few simple rules, you can avoid wasting money on an ad campaign that may be largely ignored by your best prospects.
The rules, if followed, will also make your Spark mobile advertising vehicle an even more effective tool to deliver your company's advertising message. Bryan Bauman, of the Marketing Strategies Team offers the following advice.
Quick 3-Question Evaluation Process — Be Sure That Your Message Will Sell!
Evaluation #1: "Well, I Would Hope So!"
When you make a claim, don't think about it in terms of coming out of your mouth...think of it in terms of it entering your prospects ears. Then you'll realize how ridiculous some claims sound. Whenever you make a claim, ask yourself if the prospect will immediately echo this response: "well, I would hope so!" For instance, a copy & print show faxed me the following reason to choose them over their competitors: "We help the non-professional print buyer understand the various options available." Well I would hope so! You're a print shop! You do that now!
These statements are about like the haircutter telling you that your hair will be shorter after it's cut, or the gas station telling you you'll have more gas after you fill the tank. Always, always, always ask this important evaluation question whenever you make any claim. It will improve your effectiveness by 500% immediately.
Evaluation #2: "Who Else Can Say That."
Pay close attention to this one; the question is not who else can do what you do. The question is who else can say what you say? The answer is usually...anybody and everybody. We consulted with an auto repair facility that was by FAR the most awesome business of its kind. They put competitors out of business every year-and devour their market share in the process. Small problem: Even though nobody could even come close to performing at their level, their yellow page ad looked virtually identical to al of their cheesy competitors.
Try This: Look at your yellow page ad and look at your competitors ad, if you can cross out your name on your ad and replace it with you competitors or vice versa, and the ad is still valid, you failed the test! You failed to distinguish yourself for your competitors.
Evaluation #3: The Specificity Challenge
I could write an entire book on this subject...but suffice it to say for sake of this e-mail that you need to quantify all of your claims. Businesses fail to create a compelling case to buy their product or service. Instead they ask for their consumers business for no justifiable, rational reason. Quantify them in terms of:
1. Specifically How Are You Different?
2. Compared to What?
3. Why Can You Do That?
4. What's Your Advantage?
If You Want To Distinguish Your Business From The Competition... Build A Case Like An Attorney Would.
You need to realize that your business is on trial. Your customers and prospects are the jury. You're the attorney. And it's a life or death sentence. What will you say that will convince them to buy from you? What kind of specific evidence can you produce to PROVE beyond any reasonable doubt that they'd be a fool to not buy from you?
Marketing Strategy Team offers a free 45 minute telephone consultation, and can be reached at: 817-430-5860 Email: bbauman@marketingst.com
Web: www.marketingst.com
