Advertising is a necessity for every business. If we rely only on our friends and family to support our business, we will never reach the financial potential that we desire. There are many methods of advertising that range from print, radio, and television to social networking sites. Each business needs to research the optimal way to reach their target demographic. Once you have determined where you want to advertise, there are three elements that you need to evaluate before you broadcast your first advert.
Know Your Target Customer
Do you know why people will want your products or services? The majority of purchases are made for emotional reasons. Your customers have a problem and your products and services will fix these problems. Your advertising must address the problems that your customers are experiencing. When you connect with your customers on an emotional level, you will build a strong foundation of trust. This is the foundation that will help keep customers for a long period of time. Remember that repeat business is very profitable.
Don’t Be Cheap
Don’t skimp on your advertising efforts. This is not an area where you want to cut corners. If you only buy advertising once, you will not see optimal results. Great advertising takes time to prove its value. You cannot just have your ad seen once by one set of consumers. Branch out with your advertising efforts and remember that you get what you pay for. Work with advertising professionals who have a track record of success. This record of success shouldn’t only be with all of their clients, but it should be with those that have products and services in your industry. If they have had success with your peers, they will have success with your advertising campaign.
Create A Showstopper
Does your ad stick out? Does your ad make one heck of a great statement? Your advertising needs to take center stage and be a showstopper. If you invest in having your ad seen in multiple media venues, make sure the ad reflects you and says the right thing. The best advertising creates a conversation that is positive. People start talking and they want to know more. I have seen many adverts that didn’t necessarily result in me purchasing the product, but they did result in me creating ‘buzz’ around that product or service. In some cases, the best adverts don’t broadcast ‘Buy Buy Buy’. These adverts are entertaining. They may make people laugh; they may make people ask questions. It doesn’t matter what emotion your advert causes, but it must generate an emotional connection to your brand.
Great advertising is layered and multi-faceted. You are creating a connection between people and your product or service. This connection results in an emotional bond, which can be fostered into a conversation. Keep the conversation going and you will see your marketing dollars pay off!
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