Campaigns – Every business needs promotion, but not every business follows the basic and essential form of what is considered as a well-written effective advert.
That brings us to the point where millions of dollars are wasted daily on ineffective, and poorly crafted ads.
Depending on the business target audience, marketing channels should be wisely chosen, but the message should be consistent on all of the promotional materials, and each channel.
That can be from print ads such as flyers, brochures, all the way to the digital, starting from display ads, website, email campaigns, social media, you name it, all of them should follow the same rules.
Before we go even deeper into the subject, constant testing, on smaller focus groups should be considered as a must to minimize the risk of failing camping.
Some of the questions you need to ask yourself before starting a campaign:
- What makes you stand out from the competition?
- What is your differentiator?
- Why would someone buy your product or services and not from someone else?
- What is your unique selling proposition?
Write them down, position yourself as a customer. What is in for me?
Focus on benefits, not on features.
Develop a story, and bring your product to life.
Make it desirable. Make it useful.
Now, the headline – the attention grabber.
You should consider developing at least 5-10 ideas, options, and test them before even choosing the final one.
These days we are oversaturated with ads, according to some stats we see over 4000 ads per day.
Our eyes are now programmed as scanners, to filter all that noise.
That’s why being specific and knowing who you are addressing is very important.
CTA – call to action should be clear and visible.
You need to decide what you want to accomplish with
Do you want people to call you? Subscribe on your email list? Take a purchase? You need one CTA per ad!
I saw a lot of landing pages having on them 3-4 different CTA-s.
You don’t want to confuse your potential customer.
Guide them to take one action, and it is up to you to choose what that action will be.
Advice, be subtle, don’t go crazy with buttons, popups, forms, etc.
Give your customer proof
- Guarantee – Give your customers a risk-free option. Free trial, money-back guarantee, etc.
- Testimonials. Nothing builds a stronger and more effective ad then a social proof. Not only it builds trust, but also eliminates concerns amongst potential clients/customers.
- People are visual, so infographics can be very effective.
This can be done in multiple ways, some of them:
- Making your offers urgent. Time-limited.
- Quantity. Making your offers as limited-editions.
- Introducing competitions, prizes, giveaways.
- Invitation – Make them feel special – VIP
So, where to go from here?
There are a lot of different formulas that are designed, tested and proven to be successful.
One of the most used and widely know is AIDA.
AIDA stands for – Attention, Interest, Desire, Action
Simple as that.
Attention – Make a killer headline
Interest – Develop a story, bring your product to life
Desire – Benefits, testimonials, etc.
Action – CTA
Some of the great books about advertising which need to be on your bookshelf if you are in the advertising business:
- Ogilvy on Advertising – David Ogilvy
- Scientific Advertising – Claude Hopkins
- The Borron Letters – Gary C. Halbert
If you still have doubts and don’t know where to start, and how to develop a perfect campaign for your business, feel free to contact me, I can provide you 30min free consultation and I am sure that together we will develop an amazing story for your business.
Darjan from Elevator Pitch Agency