by John Houle
I once was asked to design the “killer ad.” I informed my client that there was no such thing; however, I explained how I could develop an effective advertisement utilizing proven techniques.
There is not an exact formula for an effective ad. If there was one, we would all follow it, and then it would no longer work since prospective customers would gloss over it. But, there are several stylistic attributes and copywriting techniques that will make an ad stand out. While I do not claim to be an expert, I do believe that you are better off adhering to these advertising elements.
1. Feature an eye-catching photograph or graphic that explains visually what you are looking to promote.
2. Always use a compelling headline that specifically targets your prospective customers. Remember that most people do not look past the headline unless you capture their attention.
3. Include a caption with your photograph; after the headline, people read captions.
4. Use statistics because it validates your claims, but be sure to include your sources.
5. In your body copy, include the most important secondary benefits of what you are promoting.
6. Avoid “industry speak” and use language that people understand. You’re not writing to fellow insurance agents but prospects.
7. Always have a “Call to Action” and make sure it stands out.
8. Include some sense of urgency. We all have enough to think about and are bombarded with advertising messages. We need to motivate people to act quickly.
There are some other things you should consider in your ads.
Avoid sure signs of amateur advertising. You only need your street address and city, and not your zip code – people are not going to send you a letter. Nor are they going to send you a fax. Your address should always be secondary to your phone number and Web site, unless you are asking people to come into your office to receive an offer. Also consider providing a real testimonial and include the person’s full name if you receive permission.
John Houle is the president of JH Communications, LLC and can be reached at 401.831.6123 or at john@jhcom.net.
Wednesday, July 1, 2009
When it comes to your marketing, it’s all about ‘YOU’
By John Houle
‘You’ is the most powerful word to include in your marketing. Not only should the actual word be written and heard in all print, radio, television and Internet marketing, it needs to be the true focus of your marketing. When your company is communicating its message to potential customers who are flipping through the newspaper, listening to the news, or watching their favorite show, do not miss the opportunity to reach them by making an ad all about your company or service; make the ad about how your company or service would benefits your customer.
Show them their benefits, not your features.
Too much time and money is spent detailing the features of your products with less regard for the person purchasing them. Effective marketing is not 30 seconds of bragging about how great your company is, nor is it a quarter page ad in the newspaper listing all your company’s features such as “open 24/7,” “representing numerous insurance companies,” and “open 8:30 am to 5:00 pm.” People have come to expect these features, so you no longer need to list them. Simply put, illustrate to your potential customers how your company can make their own lives better with the better product or service that you can provide them.
Let me give you an example. Instead of me telling you in an ad that JH Communications “provides integrated marketing solutions,” I am better off writing that JH Communications: “integrates all of your marketing to ensure that a clear message is communicated to your customers.” If you saw an ad for my company that offered some industry term called “integrated marketing,” you probably would gloss over it. But, if you saw that your own company could benefit from my service to you, then that may just appeal to you.
Sometimes, marketing is simply the application of good common sense. Directly appealing to a person watching or reading your ad should come as natural as that conversation a salesperson makes when pitching a product or service. Imagine, a potential customer listening to a salesperson detail the 50-year history of the company and then speak about the 20 employees, 10 companies, convenient parking, and Saturday business hours. The customer then turns to the salesperson and shouts, “Nice, but how can you save me money or provide me better service.”
‘You’ is the most powerful word to include in your marketing. Not only should the actual word be written and heard in all print, radio, television and Internet marketing, it needs to be the true focus of your marketing. When your company is communicating its message to potential customers who are flipping through the newspaper, listening to the news, or watching their favorite show, do not miss the opportunity to reach them by making an ad all about your company or service; make the ad about how your company or service would benefits your customer.
Show them their benefits, not your features.
Too much time and money is spent detailing the features of your products with less regard for the person purchasing them. Effective marketing is not 30 seconds of bragging about how great your company is, nor is it a quarter page ad in the newspaper listing all your company’s features such as “open 24/7,” “representing numerous insurance companies,” and “open 8:30 am to 5:00 pm.” People have come to expect these features, so you no longer need to list them. Simply put, illustrate to your potential customers how your company can make their own lives better with the better product or service that you can provide them.
Let me give you an example. Instead of me telling you in an ad that JH Communications “provides integrated marketing solutions,” I am better off writing that JH Communications: “integrates all of your marketing to ensure that a clear message is communicated to your customers.” If you saw an ad for my company that offered some industry term called “integrated marketing,” you probably would gloss over it. But, if you saw that your own company could benefit from my service to you, then that may just appeal to you.
Sometimes, marketing is simply the application of good common sense. Directly appealing to a person watching or reading your ad should come as natural as that conversation a salesperson makes when pitching a product or service. Imagine, a potential customer listening to a salesperson detail the 50-year history of the company and then speak about the 20 employees, 10 companies, convenient parking, and Saturday business hours. The customer then turns to the salesperson and shouts, “Nice, but how can you save me money or provide me better service.”
Friday, January 2, 2009
"So, you want to compete on the web"
What Has Your Website Done For You Lately?
By John Houle
Five years ago, you may have heard that you needed a website, so you went in the same direction where many other businesses turned. You basically took your brochure, and had someone who claimed to be a web developer place it on the Internet.
Today, you may have heard about how your website needs to be more integrated into your marketing, how it could serve as a resource for your customers, and how bring in new business for you. You also may have been told that you need to promote the site through Superpages.com or Yellowbook.com or that you should advertise on Google.
You may have thought that you finally had it all figured out, but now a new term is thrown out at you – search engine optimization, which quite simply is driving people to your site when they search for products and services.
So, where do you start, or more aptly, how do you restart and reinvigorate your website?
To build a website that is right for your business and your customers, consider what your customer wants, and then do what you're already supposed to be doing, exceed their expectations.
Keep in mind that the beauty of your website rests in its functionality, the relevancy of the content, and the ease of use. Pay particular attention to the last one – ease of use.
Again, let's think from the customers’ point of view. Can you get to any place on your site with one click of the mouse?
Does your home page tell visitors what you do in easy to understand terms?
Is the layout visually pleasing, or is it challenging to find areas of interest?
In the end, content wins, but it must be delivered in a format that is easily understandable, easy to navigate, and useful to the client. One of the many benefits of having a website for your agency and your customers is the unlimited possibilities that can be developed.
At first it can be a bit overwhelming to plan out the entire website: the pages, the functions and its character. To handle that process, we recommend development in stages, much like you've done with your business.
• Clearly define what pages and features will be developed within each phase. This makes for a more effective project management plan.
• Work to ensure that you, your team, and your web developer are all in line with expectations and who is responsible for specific tasks – who will be writing the copy, gathering pictures, working with insurance companies, etc.
• Allow for "wish lists" and future modules to be created for discussion, functionality and budgetary evaluations. In almost every case, once the website process gets off the ground, excitement runs high with wonderful ideas about what should be incorporated into the website.
• Add newly recommended features into a wish list, so that once the current phase is completed, the wish list can be evaluated for its cost and its purpose, as part of an effort to control and better manage expectations.
By working to take a smart look at what is needed now and what is needed down the road, you can be ahead of the curve with your website. Planning your website to adapt to your business is a key ingredient to development from a marketing point of view.
John Houle is president of JH Communications, a marketing-communications agency in Providence, Rhode Island.
By John Houle
Five years ago, you may have heard that you needed a website, so you went in the same direction where many other businesses turned. You basically took your brochure, and had someone who claimed to be a web developer place it on the Internet.
Today, you may have heard about how your website needs to be more integrated into your marketing, how it could serve as a resource for your customers, and how bring in new business for you. You also may have been told that you need to promote the site through Superpages.com or Yellowbook.com or that you should advertise on Google.
You may have thought that you finally had it all figured out, but now a new term is thrown out at you – search engine optimization, which quite simply is driving people to your site when they search for products and services.
So, where do you start, or more aptly, how do you restart and reinvigorate your website?
To build a website that is right for your business and your customers, consider what your customer wants, and then do what you're already supposed to be doing, exceed their expectations.
Keep in mind that the beauty of your website rests in its functionality, the relevancy of the content, and the ease of use. Pay particular attention to the last one – ease of use.
Again, let's think from the customers’ point of view. Can you get to any place on your site with one click of the mouse?
Does your home page tell visitors what you do in easy to understand terms?
Is the layout visually pleasing, or is it challenging to find areas of interest?
In the end, content wins, but it must be delivered in a format that is easily understandable, easy to navigate, and useful to the client. One of the many benefits of having a website for your agency and your customers is the unlimited possibilities that can be developed.
At first it can be a bit overwhelming to plan out the entire website: the pages, the functions and its character. To handle that process, we recommend development in stages, much like you've done with your business.
• Clearly define what pages and features will be developed within each phase. This makes for a more effective project management plan.
• Work to ensure that you, your team, and your web developer are all in line with expectations and who is responsible for specific tasks – who will be writing the copy, gathering pictures, working with insurance companies, etc.
• Allow for "wish lists" and future modules to be created for discussion, functionality and budgetary evaluations. In almost every case, once the website process gets off the ground, excitement runs high with wonderful ideas about what should be incorporated into the website.
• Add newly recommended features into a wish list, so that once the current phase is completed, the wish list can be evaluated for its cost and its purpose, as part of an effort to control and better manage expectations.
By working to take a smart look at what is needed now and what is needed down the road, you can be ahead of the curve with your website. Planning your website to adapt to your business is a key ingredient to development from a marketing point of view.
John Houle is president of JH Communications, a marketing-communications agency in Providence, Rhode Island.
Common Marketing Mistakes to Avoid
Top 5 Marketing Mistakes
And the Top 5 Marketing Solutions
By John Houle
In my years of advising businesses and associations on marketing, I have seen good advertising, bad branding, and really ugly communications. But, if I were to nail it down to my personal top five worst, it would go something like this:
5. Having the Wrong People Driving the Bus – There are many talented marketing professionals, and then there are many people who should not be implementing marketing strategies. You’re best to leave the marketing to professionals who have a track record of success in the field. Not to say that you should not challenge your marketing professional; in fact, sometimes the best plans evolve from a melding of the minds. But, always make sure that experienced and talented marketing professionals – a strategic planner, a strong writer, a creative graphic designer, and a skilled web developer – are on your team.
4. Doing It Yourself – Don’t you have enough to do besides implementing marketing campaigns? You company's brand deserves the attention of someone dedicated to marketing. A good communications consultant will fight for his or her plans and keep you focused on marketing your business. Your time is valuable, and so are your employees’ time. Having people who focus on their specialty is a more productive use of time and resources.
3. Paralysis Analysis – During my days I have seen many a Winter Newsletter become a Spring Newsletter that finally is released in the Fall. Websites, print ads, radio and television ads also have experienced similar fates. Too often in the pursuit of perfection and with too many hands in the process, very good products never make it out the door. Strong messages are prevented from being communicated because ‘good enough’ is sacrificed for ‘possible excellence.’ I am a strong proponent of good writing and great creative; but I was once asked to create the “killer TV ad” – it simply does not exist. It is better to get an ‘A-' product out the door that communicates your message than to search for the ‘A+’ that never sees the day of light. Perfect is the enemy of good.
2. Because we did it last year – This statement is the wrong answer to why you continue to engage in old marketing strategies. Not to say, if it works, you should not continue, but because you simply advertised in a certain directory or have always advertised in the “Back to School” section does not mean it is the right fit for your business. All of your marketing – your print ads, newsletters, yellow page ads, web site – should all work together to promote your brand. Before you commit to last year’s initiative, stop and ask yourself if it is the best way to promote your company’s message. There are a myriad of communications options available, and finding the right vehicle to communicate your message to your target audience is the key.
1. Marketing Plan. What Marketing Plan? You may have a perpetuation plan. You may have a business plan. You may even have a disaster plan. How about a marketing plan? When was the last time you and your key people prepared a budget and outlined 6 months of activities or a year’s worth of marketing? A good plan is adaptable to changing market conditions. By developing a plan, you can get a handle on budget, judge different marketing mediums next to one another based on cost and effectiveness, and decide on whom will implement activities. Many of you have businesses that are 25, 50, 75 and even 100 years old. What your company stands for in peoples minds – the brand – deserves its proper attention. How you continue to communicate your brand and its primary message in this changing world of communications will help dictate the next 25, 50, 75 and even 100 years of your business.
John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.
And the Top 5 Marketing Solutions
By John Houle
In my years of advising businesses and associations on marketing, I have seen good advertising, bad branding, and really ugly communications. But, if I were to nail it down to my personal top five worst, it would go something like this:
5. Having the Wrong People Driving the Bus – There are many talented marketing professionals, and then there are many people who should not be implementing marketing strategies. You’re best to leave the marketing to professionals who have a track record of success in the field. Not to say that you should not challenge your marketing professional; in fact, sometimes the best plans evolve from a melding of the minds. But, always make sure that experienced and talented marketing professionals – a strategic planner, a strong writer, a creative graphic designer, and a skilled web developer – are on your team.
4. Doing It Yourself – Don’t you have enough to do besides implementing marketing campaigns? You company's brand deserves the attention of someone dedicated to marketing. A good communications consultant will fight for his or her plans and keep you focused on marketing your business. Your time is valuable, and so are your employees’ time. Having people who focus on their specialty is a more productive use of time and resources.
3. Paralysis Analysis – During my days I have seen many a Winter Newsletter become a Spring Newsletter that finally is released in the Fall. Websites, print ads, radio and television ads also have experienced similar fates. Too often in the pursuit of perfection and with too many hands in the process, very good products never make it out the door. Strong messages are prevented from being communicated because ‘good enough’ is sacrificed for ‘possible excellence.’ I am a strong proponent of good writing and great creative; but I was once asked to create the “killer TV ad” – it simply does not exist. It is better to get an ‘A-' product out the door that communicates your message than to search for the ‘A+’ that never sees the day of light. Perfect is the enemy of good.
2. Because we did it last year – This statement is the wrong answer to why you continue to engage in old marketing strategies. Not to say, if it works, you should not continue, but because you simply advertised in a certain directory or have always advertised in the “Back to School” section does not mean it is the right fit for your business. All of your marketing – your print ads, newsletters, yellow page ads, web site – should all work together to promote your brand. Before you commit to last year’s initiative, stop and ask yourself if it is the best way to promote your company’s message. There are a myriad of communications options available, and finding the right vehicle to communicate your message to your target audience is the key.
1. Marketing Plan. What Marketing Plan? You may have a perpetuation plan. You may have a business plan. You may even have a disaster plan. How about a marketing plan? When was the last time you and your key people prepared a budget and outlined 6 months of activities or a year’s worth of marketing? A good plan is adaptable to changing market conditions. By developing a plan, you can get a handle on budget, judge different marketing mediums next to one another based on cost and effectiveness, and decide on whom will implement activities. Many of you have businesses that are 25, 50, 75 and even 100 years old. What your company stands for in peoples minds – the brand – deserves its proper attention. How you continue to communicate your brand and its primary message in this changing world of communications will help dictate the next 25, 50, 75 and even 100 years of your business.
John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.
Tuesday, December 30, 2008
Avoid the Cliche Trap
Please Don’t Tell Me the Economy Stinks
And other things to leave out of your marketing
By John Houle
We all know that we are living in one of the worst economic periods in our lifetime, but you do not need to remind people about it in your marketing. So, all headlines for ads or sentences in newsletters that begin with such unoriginal lines as, “Especially in these difficult economic times…” should be tossed on the trash heap of trite marketing slogans.
No one wants to be constantly reminded about how bad things are when they turn on their TV, listen to their radio, or read their newspaper; there’s plenty of bad news for the media to over-hype. So, you do not need to tell people in your ads. However, there is an exception. You can illustrate the rising cost of goods and show a comparison to the savings you could offer.
And other things to leave out of your marketing
By John Houle
We all know that we are living in one of the worst economic periods in our lifetime, but you do not need to remind people about it in your marketing. So, all headlines for ads or sentences in newsletters that begin with such unoriginal lines as, “Especially in these difficult economic times…” should be tossed on the trash heap of trite marketing slogans.
No one wants to be constantly reminded about how bad things are when they turn on their TV, listen to their radio, or read their newspaper; there’s plenty of bad news for the media to over-hype. So, you do not need to tell people in your ads. However, there is an exception. You can illustrate the rising cost of goods and show a comparison to the savings you could offer.
While you’re cleaning out your advertising clichés, you also can toss out “competitive pricing.” I simply expect that you will be providing me a competitive rate, so instead of telling me, show me. Demonstrate for me in an ad how I could actually save with a real dollar figure – $300 is more real to me than some percentage you say I can save.
And when it comes to the holidays, unless you are simply wishing people happy holidays in your ad and not actually planning on selling anything, then do not try to tie in your ad with the season. Why you ask? Because everyone else is doing it, and your ad will be lost with the rest of them.
Which leads me to the real issue. Be original. Don’t fall into the trap of attempted cleverness, thinking you’re actually being creative by playing off of what is in the news or even worse, the season. This means no more “Fall Back Into Savings” or “A Fresh Start to the New Year.”
It’s time we return to what the true focus of advertising is all about – selling! You know that when the best sales people are closing the deal, they do not waste time bogging down prospects with unnecessary superfluities. No, they clearly state the benefit of what they are selling, making a connection between the product and consumer. Good advertising and marketing is an extension of the sales effort; it is supposed to be your best salesperson reaching the thousands of prospects that a single human being is incapable of personally visiting. You would not want your best salesperson out with potential customers moaning about the state of the economy or making blanket statements that anyone can see through – then why would it be acceptable in advertising?
John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.
And when it comes to the holidays, unless you are simply wishing people happy holidays in your ad and not actually planning on selling anything, then do not try to tie in your ad with the season. Why you ask? Because everyone else is doing it, and your ad will be lost with the rest of them.
Which leads me to the real issue. Be original. Don’t fall into the trap of attempted cleverness, thinking you’re actually being creative by playing off of what is in the news or even worse, the season. This means no more “Fall Back Into Savings” or “A Fresh Start to the New Year.”
It’s time we return to what the true focus of advertising is all about – selling! You know that when the best sales people are closing the deal, they do not waste time bogging down prospects with unnecessary superfluities. No, they clearly state the benefit of what they are selling, making a connection between the product and consumer. Good advertising and marketing is an extension of the sales effort; it is supposed to be your best salesperson reaching the thousands of prospects that a single human being is incapable of personally visiting. You would not want your best salesperson out with potential customers moaning about the state of the economy or making blanket statements that anyone can see through – then why would it be acceptable in advertising?
John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.
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