| Once you’ve decided to advertise, you may find yourself asking a familiar question: “How can I get the most bang for my buck?” Here we will review some common strategies to help you achieve just that!
Where to Place Your Ad
If you are a small business you are likely to consider an ad in a newspaper, magazine or in some form of direct mail, as these venues offer the most budget friendly solutions.
Newspapers work best for targeting a client that is already in need of your product or service and is likely to move on this purchase today or in the very near future.
Magazines offer you a chance to target a more specific market. Although they are more costly, your ad will often include full color and consumers retain the publication for longer periods of time. Magazines are most effective when your ad, or some version of your ad, is repeated in multiple issues.
Direct Mail may be the most cost-effective form of advertising, but it also requires the most preparation. You’ll need to purchase a database of your target market (Email me for more information about how to buy a list), or you may have already accumulated a sufficient database. Once you have your mailing list and a well-designed mailer, make sure to send your mailer out at least three times to achieve the best impact quotient.
Getting the Contract
Once you have decided on the medium in which you want to advertise, you need to choose the right publication. Ask yourself:
Will this publication reach my target market?
Are the rates low enough that I can afford sufficient repetition?
Will I be advertising during the best time of the year?
Getting an ad contract can be a haggler’s paradise, as pricing is often flexible, so be sure to ask for “the best price.” Along with the Press Kit (usually available on the advertiser’s website), which includes demographics and distribution information, request a list of advertiser benefits, as you may be entitled to a link on the publisher’s webpage, or affiliate offers.
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Writing Effective Ad Copy
The ultimate goal of an ad is typically to generate response, rather than simply to increase brand awareness. Here are a few notes on how to reach and activate your customer with effective copy.
1. Tell Them Who You Are & Who You Are Not
For example, an organic restaurant might try to target those willing to spend more money for their values of health, thereby excluding those who put greater value on budget. Your copy might read: “Delicious food for those who value healthy meals.”
2. Grab Their Attention
Assume the reader is looking at several ads. Will yours stand out? Make a bold statement with your graphics, copy or both. Don’t let a bad design or too much text hold you back.
3. Make it Believable
If you are making a big promise, etc., provide an explanation and you will earn credibility. For example, if you offer a coupon, you might also include “Thanks to our loyal customers, we are able to offer this coupon.” This copy also suggests that your business is successful, and popularity serves as a motivator for new customers.
4. Call to Action
If you want to get a direct response from your ad, you must include a call to action. Tell the reader what you want: “Call today for a free consultation...” or “Visit our website for a coupon,” etc.
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The Design Must Work for You,
Not Just Look Pretty.
1. Above All, Branding!
Every marketing material created for your company should maintain the company’s brand. Your brand is defined by the fonts and colors you use, your logo, mission, and history. Using a combination of these elements repetitively helps the consumer to immediately identify your products and services.
2. Keep it Simple
Will your ad stand out on the page? If the design is strong and your message is simple and bold, you are far more likely to attract attention. No one wants to read a lot of text in an ad; a curious consumer will follow-up by visiting your website or by phone.
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3. Commit to One Message Per Ad
Don’t make the mistake of trying to say everything about your business in one ad. Choose one message about your product, or service and focus on communicating this message clearly and succinctly.
4. Create a Hierarchy of Communication
If you have a lot to say in your ad, make sure that the communication has a hierarchy in the design so that your reader reads the most important thing first. If they are interested, they will continue to read the secondary message, and so forth. If you put a spotlight on everything, nothing stands out.
5. Give Your Design Adequate Space
Most ad messages need at least a quarter-page ad space to have enough room to get noticed and relay a message effectively. You don’t need a huge amount of space, but try to stay away from the itsy-bitsy spot ads, you may be throwing your dollars away.
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