Thursday, January 27, 2011
The Top 10 to consider when developing ads and marketing your business
By John Houle
10. Don’t use knocked out text – While the graphic designers will cry afoul, the marketer and writer in me knows how difficult it is to read white text on a dark background in brochures and especially in newspaper ads. For thousands of years the written word has appeared as a dark color on a white piece of paper. All books and newspapers follow this fact of life, and so should your marketing materials.
9. Underline, use italics and bold key words – Although the writer in me hates this technique, the marketer in me understands that it works. When you highlight key words, the eye is drawn to them. However, use with caution, and don’t overdue it since you then would negate the whole reason for doing it in the first place – to make sure a few key words stand out and are read.
8. Say it in your headline – If you don’t put your main message in your headline, it probably won’t be read. The fact is most readers do not look past the headline. If you sell them in your headline, you have a better chance of reaching them with the rest of your message. It is always best to place your name and offer in the headline to ensure that it is seen.
7. Repeat your name – When producing a 30-second radio or television ad, repeat the name at least 3-times, and add it in a 4th time if you can. If you are producing a 60-second ad, shoot for 6-times, or more if possible.
6. Keep your website fresh – Check out your website. Do you still have summer hours posted or an outdated program you no longer offer? Your website should be updated weekly or at the very least, monthly. Updating your website does not need to be a daunting task. You can pay your web designer a modest monthly fee and task him or her with keeping the site current. Or you can add a content management system and do it yourself – even better, if you make the commitment to do it.
5. Add a blog to your website – This is one easy way to keep your website updated with new information. With a blog, visitors can continuously come back to your site to view what you have posted. Google and other companies have made blogs available at no charge, and they can be easily integrated into your website. You, or someone designated from your company, could then go in and post content to your blog, which visitors to your website would then see. Blogs also help enhance your visibility with search engines, especially when you cover specific topics.
4. Use video on your website – This does not simply mean to place your TV or radio ad in its entirety on your website. No one really cares to visit the web to watch a TV ad on your site. However, you can easily have the videographer extract segments of your ad, or tape a special segment, that you can place on your website. A dynamic website includes video segments that tell a story about your history or introduce a product.
3. Be where customers search – This is not in a yellow book anymore. Move your money from the phone directories into Google and other major search engines like Bing and Yahoo. I would be wary of moving your advertising dollars into the reinvention of the phone directories online, and would strongly suggest placing the vast majority of your search budget directly with Google. You can go directly to Google for advice and most professional marketers should also be able to properly advise you.
2. Be a friend – You no longer can doubt the staying power of Facebook or say it is only for college kids. It is the number one website in the world, and the fastest growing number of users are women between 35-54 years of age. However, when you set up your own personal page, and then your organization’s page, please have a plan for their continued use. (Please refer to item number 6). Do not just have a Facebook page because it is all the rage; if you build one, you must update it regularly and communicate with friends. You will need to do it yourself or designate someone within your organization to do so; but, please be cautious, the person updating your Facebook page will be representing you to hundreds and eventually thousands of people – make sure he or she is qualified to speak on behalf of your business.
1. Have a plan – All successful marketing campaigns start with a good plan. You can always change things during the course of the year or add or take away from your budget. But, you do need a starting point. The beginning of the year is a great time to look at your company’s marketing strategically over the course of the year. What is your message? Who are your key audiences? What is the best means to reach them (TV, radio, internet marketing, direct mail)? Your answers to these questions should be considered, analyzed, and written into your plan.
John Houle is the president of JH Communications and can be reached at 401.831.6123. For more information, visit www.jhcom.net.
Tuesday, September 14, 2010
What political campaigns tell us about running your marketing campaign
It’s that time of year again when political ads barrage us on TV, radio, the Internet and in the mail. But, what we can learn from political campaigns – messaging, targeting, timing, and asking – should be applied to how you organize and run your marketing campaign.
The pundits will tell you that you must have three of the four key elements to win an election; they are the candidate, the organization, the funding, and the message. When you have all four, you usually win. Three of the four puts you in a winning position, while anything less makes victory difficult. In terms of business, when you have the right product or service, a solid organization with a dedicated staff, the necessary resources to run a proper campaign, and a targeted message, then you give your company a better chance to succeed in marketing.
With this understanding, your company is positioned to fight for new customers. At the same time, you also know that you cannot neglect your current clients. This is not unlike the candidate who needs to appeal to new voters while remaining true to existing supporters. All voters or customers are bombarded with “vote for me” and “buy me” messages, so the clear, concise message always wins out. Do you remember Clinton’s “It’s the economy, stupid” and have you heard Chevrolet’s new battle cry: “Let the best car win”? Both are compelling messages. They get right down to what is important to the voter or consumer.
Do you have the right message that will truly resonate with your customers? Are you showing your customers how your product will benefit them, or are you still just bragging about your product’s features? Remember that the true benefit to customers always wins over the laundry list of what your product does.
Successful campaigners know that they do not have the financial resources to reach every voter, so they target their message to “likely voters.” The same should be applied in marketing. So, when a marketing professional asks you, “Who is your customer,” the answer is not, “everyone.” The marketing professional is looking for the person most likely to buy your product. Is it women who are 45-64 years old or men, 25-54? Maybe it’s both, but it cannot be the entire population.
Political campaigns do not have unlimited budgets, so they often back load their spending in campaigns. The rule-of-thumb for a candidate is to make the biggest spend in the last two weeks of a political race when people are making their decision. The lesson you can take is that you should spend your marketing dollars when your customer is most likely to buy. For example, even if a hardware store is selling snow shovels for half-price in August, no one is really looking for a new one until mid-December or January. Therefore, if I’m the owner of a hardware store, I’m not promoting shovels until I check in with the weatherman about the first snowfall.
When are your customers most likely to buy your product? Don’t tell me all-year-round. Like any candidate or business, the reality is that you probably do not have the resources to reach all people, all the time; so do your research and market to new prospects at the right time.
“All politics is local,” Tip O’Neil told us, and in many respects the same is true with small business. Most small businesses are integral parts of their communities. So, yes, the sponsorship of the little league, the support of the local parade, and the other things you do in your home town is money well spent. People like to deal with people they know, whom they see at the soccer field or in the coffee shop. But, the best “Tip” still rings true: make sure you ask for their vote. Tip O’Neil famously explained how in his first campaign he discovered that his long-time neighbor had not voted for him. He asked her why, and she politely responded, “You never asked.” If you’re wondering why some of your friends, family and neighbors have not bought your products…well, have you asked?
The pundits will tell you that you must have three of the four key elements to win an election; they are the candidate, the organization, the funding, and the message. When you have all four, you usually win. Three of the four puts you in a winning position, while anything less makes victory difficult. In terms of business, when you have the right product or service, a solid organization with a dedicated staff, the necessary resources to run a proper campaign, and a targeted message, then you give your company a better chance to succeed in marketing.
With this understanding, your company is positioned to fight for new customers. At the same time, you also know that you cannot neglect your current clients. This is not unlike the candidate who needs to appeal to new voters while remaining true to existing supporters. All voters or customers are bombarded with “vote for me” and “buy me” messages, so the clear, concise message always wins out. Do you remember Clinton’s “It’s the economy, stupid” and have you heard Chevrolet’s new battle cry: “Let the best car win”? Both are compelling messages. They get right down to what is important to the voter or consumer.
Do you have the right message that will truly resonate with your customers? Are you showing your customers how your product will benefit them, or are you still just bragging about your product’s features? Remember that the true benefit to customers always wins over the laundry list of what your product does.
Successful campaigners know that they do not have the financial resources to reach every voter, so they target their message to “likely voters.” The same should be applied in marketing. So, when a marketing professional asks you, “Who is your customer,” the answer is not, “everyone.” The marketing professional is looking for the person most likely to buy your product. Is it women who are 45-64 years old or men, 25-54? Maybe it’s both, but it cannot be the entire population.
Political campaigns do not have unlimited budgets, so they often back load their spending in campaigns. The rule-of-thumb for a candidate is to make the biggest spend in the last two weeks of a political race when people are making their decision. The lesson you can take is that you should spend your marketing dollars when your customer is most likely to buy. For example, even if a hardware store is selling snow shovels for half-price in August, no one is really looking for a new one until mid-December or January. Therefore, if I’m the owner of a hardware store, I’m not promoting shovels until I check in with the weatherman about the first snowfall.
When are your customers most likely to buy your product? Don’t tell me all-year-round. Like any candidate or business, the reality is that you probably do not have the resources to reach all people, all the time; so do your research and market to new prospects at the right time.
“All politics is local,” Tip O’Neil told us, and in many respects the same is true with small business. Most small businesses are integral parts of their communities. So, yes, the sponsorship of the little league, the support of the local parade, and the other things you do in your home town is money well spent. People like to deal with people they know, whom they see at the soccer field or in the coffee shop. But, the best “Tip” still rings true: make sure you ask for their vote. Tip O’Neil famously explained how in his first campaign he discovered that his long-time neighbor had not voted for him. He asked her why, and she politely responded, “You never asked.” If you’re wondering why some of your friends, family and neighbors have not bought your products…well, have you asked?
Friday, June 11, 2010
To Tweet, or Not to Tweet
That Really Is the Question, Today
By now you have probably read in a trade publication or heard in a seminar about why you should be more engaged in social media. I’m going to assume that you already see the merits – making connections with your customers, strengthening your existing relationships, disseminating information quickly and easily, and utilizing one of the lowest costs for lead generation – so I’m going to offer you my thoughts from a marketing perspective on how best to Tweet, Facebook, blog and stay Linked-in. Then, I will provide you several options on how you can actually implement a social media program.
First, it is important to understand a phenomenon that was once relegated to college students and people who had way to much time on their hands, but now has become so main stream that “Tweeting” and becoming a “Fan” have taken on a new meaning in our vocabulary. Social media outlets like Facebook, Twitter and Linked-In have become a major way people stay in touch and maintain relationships. You can easily inform people about what you are doing, display your pictures from your vacation, and show the world how your child or grandchild is in fact the most beautiful in the world. Understanding why and how people are using social media is instrumental to how you ultimately communicate your business message to them.
Don’t become background noise
Those of you already engaged in social media know what I’m talking about. Don’t Tweet or post a message on your wall for the sake of saying something. Only post important, relative information. Therefore, you do not have to worry about what to post, or whether you are posting something everyday. If you follow the “shot-gun” approach, and just blast something, anything, out there each day, most likely your followers will simply start tuning you out. Instead, when you have something really important to say, say it.
Use as the Vehicle to Drive People Back to Your Web Site
The best place for customers to learn about you, research your products, and ultimately buy something from you is your Web site. One way to drive more people to this central repository about everything you do is through social media. In your 140 character Tweets, on your Facebook wall, and through your Linked-In messages, try to bring them back to your Web site, where you could actually sell them something. In your messages, post a piece of an article, or give them some details about a promotion, and bring them home. Of course, your Web site should be designed and developed with sales in mind, but that is a whole other discussion; the days of the online brochures are long gone.
Keep your Web Site Fresh with a Blog
One easy way to keep your Web Site interactive and updated with important information is to post a blog within it. This is relatively simple to do, and oftentimes free. A blog enables you to post information quickly on your Web site; so, no waiting two weeks for your web master to change “a” to “the” in the fifth paragraph on the “About Us” page. I suggest you put out messages through social media announcing why a new article that you posted on your blog can help your followers. They hopefully will in turn visit your blog and web site and learn more about what you do, and hopefully buy something. A blog is also a great way to improve your ranking in search engines. Because you will be posting articles about what your customers are looking for, your Web site will come up higher in Internet searches. Search engines also rank web sites based on the extensiveness of their content. With a blog, your Web site could be rich with important content.
The New Form of Communications is Already Here
Many of you already send out newsletters, both printed and electronically, but more and more people are utilizing social networking over email and printed pieces to stay in contact. Other companies already have successfully capitalized on social media to stay in touch with their customers. A major coffee and donut shop Tweets followers with specials, often right at the time when they are driving into work. My wife is a shopper at a certain children’s store, and she received a message that she would get free shipping for being a Facebook Fan. She downloaded the coupon, went to their Web site, and the sale was made. What could you send out to your customers?
Who should be Running Your Social Media Campaign?
You should. You’re the expert about your business. Social media is being so readily utilized because ANYONE can do it. If you do not have the time to engage in social media, then the best person to do it after you is someone who really understands marketing, and specifically messaging. You, someone in your office, or an individual you contract, can work with you to develop a list of articles and messages you would like to put out to your customers. The articles and 140 character Tweets could be pre-written, approved by you, and then pushed out on daily, weekly, or monthly.
Just like so much in marketing, it really comes down to doing, not waiting. No one has the “perfect” social media campaign, but there are many that are “good.” Just do it, but in doing it, please put out good information.
John Houle is the president of JH Communications, a regional public relations and advertising agency.
By now you have probably read in a trade publication or heard in a seminar about why you should be more engaged in social media. I’m going to assume that you already see the merits – making connections with your customers, strengthening your existing relationships, disseminating information quickly and easily, and utilizing one of the lowest costs for lead generation – so I’m going to offer you my thoughts from a marketing perspective on how best to Tweet, Facebook, blog and stay Linked-in. Then, I will provide you several options on how you can actually implement a social media program.
First, it is important to understand a phenomenon that was once relegated to college students and people who had way to much time on their hands, but now has become so main stream that “Tweeting” and becoming a “Fan” have taken on a new meaning in our vocabulary. Social media outlets like Facebook, Twitter and Linked-In have become a major way people stay in touch and maintain relationships. You can easily inform people about what you are doing, display your pictures from your vacation, and show the world how your child or grandchild is in fact the most beautiful in the world. Understanding why and how people are using social media is instrumental to how you ultimately communicate your business message to them.
Don’t become background noise
Those of you already engaged in social media know what I’m talking about. Don’t Tweet or post a message on your wall for the sake of saying something. Only post important, relative information. Therefore, you do not have to worry about what to post, or whether you are posting something everyday. If you follow the “shot-gun” approach, and just blast something, anything, out there each day, most likely your followers will simply start tuning you out. Instead, when you have something really important to say, say it.
Use as the Vehicle to Drive People Back to Your Web Site
The best place for customers to learn about you, research your products, and ultimately buy something from you is your Web site. One way to drive more people to this central repository about everything you do is through social media. In your 140 character Tweets, on your Facebook wall, and through your Linked-In messages, try to bring them back to your Web site, where you could actually sell them something. In your messages, post a piece of an article, or give them some details about a promotion, and bring them home. Of course, your Web site should be designed and developed with sales in mind, but that is a whole other discussion; the days of the online brochures are long gone.
Keep your Web Site Fresh with a Blog
One easy way to keep your Web Site interactive and updated with important information is to post a blog within it. This is relatively simple to do, and oftentimes free. A blog enables you to post information quickly on your Web site; so, no waiting two weeks for your web master to change “a” to “the” in the fifth paragraph on the “About Us” page. I suggest you put out messages through social media announcing why a new article that you posted on your blog can help your followers. They hopefully will in turn visit your blog and web site and learn more about what you do, and hopefully buy something. A blog is also a great way to improve your ranking in search engines. Because you will be posting articles about what your customers are looking for, your Web site will come up higher in Internet searches. Search engines also rank web sites based on the extensiveness of their content. With a blog, your Web site could be rich with important content.
The New Form of Communications is Already Here
Many of you already send out newsletters, both printed and electronically, but more and more people are utilizing social networking over email and printed pieces to stay in contact. Other companies already have successfully capitalized on social media to stay in touch with their customers. A major coffee and donut shop Tweets followers with specials, often right at the time when they are driving into work. My wife is a shopper at a certain children’s store, and she received a message that she would get free shipping for being a Facebook Fan. She downloaded the coupon, went to their Web site, and the sale was made. What could you send out to your customers?
Who should be Running Your Social Media Campaign?
You should. You’re the expert about your business. Social media is being so readily utilized because ANYONE can do it. If you do not have the time to engage in social media, then the best person to do it after you is someone who really understands marketing, and specifically messaging. You, someone in your office, or an individual you contract, can work with you to develop a list of articles and messages you would like to put out to your customers. The articles and 140 character Tweets could be pre-written, approved by you, and then pushed out on daily, weekly, or monthly.
Just like so much in marketing, it really comes down to doing, not waiting. No one has the “perfect” social media campaign, but there are many that are “good.” Just do it, but in doing it, please put out good information.
John Houle is the president of JH Communications, a regional public relations and advertising agency.
Sunday, March 28, 2010
Read This Column If You Want Your Insurance Agency to Stand Out
If you’re planning to spend any money on marketing in 2010, there is no better investment you can make than the Trusted Choice campaign.
On January 26, 2010, the IIARI Communications Committee unveiled its latest plan to disseminate the Trusted Choice message to Rhode Island consumers. Whether you are currently a sponsor, have been a sponsor in the past, or are wondering if you should participate this year, let me tell you why it’s the best marketing value for your agency.
First, for full disclosure, the firm I work for JH Communications has been the consultant to the communications committee for the past 4 years of this campaign, so it could be argued that I am biased. But, my argument for your agency to participate is based solely on the overwhelming benefits.
With GEICO spending an estimated half a billion dollars per year on advertising, you may think that it’s not worth even trying to compete. With other direct insurance companies spending their fair share, it’s difficult to turn on your radio or TV and NOT be bombarded by an insurance ad. But does that mean you should run in retreat and not try to compete? No, it means that you need to try a more localized, targeted approach.
We know Rhode Island. We are Rhode Islanders. And as such, we know what works here. We understand that our parochial nature can be used to our benefit. By having real people – agents like yourselves, not slick actors or cartoon figures – speak directly to thousands of people, you are literally standing out from your competition. Your customers will answer the question, “Why chose a Trusted Choice agent?” In doing so, real people will be promoting the brand for you. They will be seen on TV by their friends and family, and this will help stimulate discussion about Trusted Choice. When you take real people and showcase Rhode Island’s landmarks – both which make us truly unique – we will be able to rise above the other clutter in the media.
If this creative approach is not enough to convince you, then look at the raw numbers. As a Gold Level sponsor of Trusted Choice with an annual investment of $5000, your receive 91 ads, including spots on NBC-10, CBS-12, Fox-64, CNN, MSNBC, Fox-News, RI News, WPRO, Lite 105, and WEEI. You also receive a 30-second TV ad and radio ad that includes your own 12-second appearance. With the Trusted Choice grant, IIARI contribution, and the support of your company partners, you receive a value of over $11,000 worth of advertising. If you were to produce your own ad and place the same number of spots on the aforementioned media outlets, it would cost you over $15,000. In addition to the $5000 Gold sponsorship level, there are other sponsorship levels for your agencies with investments of $2500 and $1250 that also provide a similar return on investment.
You can compete in an air war with the direct writers when you join a campaign that will run 2000 ads promoting the Trusted Choice message in a 9-month period. But, if recent military strategy has taught us anything it is that you cannot win solely with an air campaign. You need boots on the ground. The combination of ads on Rhode Island air waves coupled with agents and customers talking up the Trusted Choice brand is a winning campaign for your agency.
On January 26, 2010, the IIARI Communications Committee unveiled its latest plan to disseminate the Trusted Choice message to Rhode Island consumers. Whether you are currently a sponsor, have been a sponsor in the past, or are wondering if you should participate this year, let me tell you why it’s the best marketing value for your agency.
First, for full disclosure, the firm I work for JH Communications has been the consultant to the communications committee for the past 4 years of this campaign, so it could be argued that I am biased. But, my argument for your agency to participate is based solely on the overwhelming benefits.
With GEICO spending an estimated half a billion dollars per year on advertising, you may think that it’s not worth even trying to compete. With other direct insurance companies spending their fair share, it’s difficult to turn on your radio or TV and NOT be bombarded by an insurance ad. But does that mean you should run in retreat and not try to compete? No, it means that you need to try a more localized, targeted approach.
We know Rhode Island. We are Rhode Islanders. And as such, we know what works here. We understand that our parochial nature can be used to our benefit. By having real people – agents like yourselves, not slick actors or cartoon figures – speak directly to thousands of people, you are literally standing out from your competition. Your customers will answer the question, “Why chose a Trusted Choice agent?” In doing so, real people will be promoting the brand for you. They will be seen on TV by their friends and family, and this will help stimulate discussion about Trusted Choice. When you take real people and showcase Rhode Island’s landmarks – both which make us truly unique – we will be able to rise above the other clutter in the media.
If this creative approach is not enough to convince you, then look at the raw numbers. As a Gold Level sponsor of Trusted Choice with an annual investment of $5000, your receive 91 ads, including spots on NBC-10, CBS-12, Fox-64, CNN, MSNBC, Fox-News, RI News, WPRO, Lite 105, and WEEI. You also receive a 30-second TV ad and radio ad that includes your own 12-second appearance. With the Trusted Choice grant, IIARI contribution, and the support of your company partners, you receive a value of over $11,000 worth of advertising. If you were to produce your own ad and place the same number of spots on the aforementioned media outlets, it would cost you over $15,000. In addition to the $5000 Gold sponsorship level, there are other sponsorship levels for your agencies with investments of $2500 and $1250 that also provide a similar return on investment.
You can compete in an air war with the direct writers when you join a campaign that will run 2000 ads promoting the Trusted Choice message in a 9-month period. But, if recent military strategy has taught us anything it is that you cannot win solely with an air campaign. You need boots on the ground. The combination of ads on Rhode Island air waves coupled with agents and customers talking up the Trusted Choice brand is a winning campaign for your agency.
Please Don’t Tell Me the Economy Stinks And other things to leave out of your marketing
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 with the holidays upon us, 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?
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 with the holidays upon us, 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?
Wednesday, July 1, 2009
Anatomy of an Ad
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.
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.
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.”
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