Archive | July 2013

Advertising 101

Eventually, you are going to have to create some advertising for your company: Ad-copy for a sales brochure, website or email campaign, or creating copy around SEO Keywords into a script, it is a scary proposition for beginners, or those that haven’t had success before. Here’s a few basic steps to give your creative juices a jolt, and give the unsure advertiser a starting point.

 

Firstly, think about the psychology of the situation: How do your prospects see that your product or service is distinct, unique and first in its class?

What is the need or desire for what you sell?

Firstly, think about the AIDA method -It is the basis of all good ad-copy, and an age-old formula that’s been used by copy-writers for years.

The concept is fairly simple. You are going to guide your prospects through and introductory course for your business:

A (Attention) – I (Interest) – (Desire) – (Action)

So, let’s go:

 

Attention: You have about five seconds to capture your prospect’s attention.

How do you attract them with either a headline, a riveting graphic, or a picture This is the only part of the equation that must be followed by the prospect taking an action, so why would they do it? Why would you do it?

The truth of the matter is that if your headline isn’t show-stopping, you’ve lost your prospect for good.

Command your prospect’s attention, generate an emotion, address a base fear or concern, pinpoint a specific benefit, this is how you complete this section of the equation.

The simplest example I can think of is a blackboard outside a coffee shop during the morning rush. Think about the ones you have seen, and what speaks to you?

 

Interest: If your headline works, your prospects’ interest will be harnessed by going one level deeper into the message that answers the headline. Now is the time to focus on the specific question they want answering, or the service that you can offer them.

Think about the You Tube videos that you have watched. The ‘A’ was the method used to make you click the button to start the video, the ‘I’ is the first second or two of the video playing. You must immediately befriend the prospect by sympathising with their problem, and showing how you can help.

Desire:
 If you can share the prospect’s problem, and show them a possible way to solve it, you will stir in them the desire to move toward that solution.

This is where you can let them know that you are the only one to provide this solution in the way that you do it, and that – now that you know each other – they should trust you to be the one to solve it for them.

When you watch infomercials on TV, check out how their time is allocated from the original opening –usually a question – to a list of people that shared a problem that you may have, to the answer. There is a reason a reason why they show on TV when they do. It’s when viewers are at their most relaxed, and are less likely to reach for the remote. If your attention can be grabbed in the first five minutes, that is all they need. The rest of the thirty minute spot is full of different ways that your problem manifests itself, and how to solve it – with their equipment or service.

 

Action: Now, what do you want your prospects to do? Contact you, phone, hit the ‘submit’ button, request more information? It’s imperative that you tell them what to do, and then reward them with free information, free shipping, or a complimentary gift. If they are unsure of what to do, then they will walk away. If you ‘sweeten the deal’, they will see that they will get something for nothing, so be bold, be an expert, and be generous.

If writing Ad copy that resonated with prospects was easy, we would all be doing it, but by looking at these simple guidelines, you can put a campaign into operation that is simple, successful, and showcases your business to its utmost.

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