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.”
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