The first paragraph of this article provides a brief summary of the content. It discusses the common reasons why some advertisements fail to generate the desired response. It also highlights the importance of understanding advertising as a process, not a single event, and outlines the four key elements that must be in place for successful advertising: compelling copy, targeted placement, perfect timing, and regular repetition.
The first element of successful advertising is compelling copy. In the context of online advertising, your copy must be able to capture attention, evoke emotions, and stand out from the crowd. This usually involves adopting a benefits-oriented approach.
When communicating with your customers through your advertisements, your main objective should be to answer two questions: "So what?" and "What's in it for me?" This approach ensures that your copy is focused on the benefits that your product or service offers to the customer.
The second element is targeted placement. Just because a platform is popular doesn't necessarily mean it's the right place for your advertisement. For instance, if you're selling a gardening ebook, advertising in a marketing-focused ezine, no matter how popular, is likely to be a waste of time and money.
Instead, you should aim to place your ads in platforms frequented by your target audience. In the example above, ezines catering to gardening enthusiasts would be a more appropriate choice. This ensures that your ad is seen by people who are already interested in your product or service.
The third element is perfect timing. There are some general rules to follow when it comes to timing your advertisements. For example, it's usually not a good idea to advertise during holiday weekends, unless you're in retail. Summers are typically slower than other seasons, so you may need to increase your ad frequency during this time. And if your product or service is related to a current news topic, it's a good idea to take advantage of this by timing your ads accordingly.
The final element is regular repetition. As the old saying goes, "Repetition breeds remembrance." Major corporations like Pepsi and Coca-Cola understand this principle well, which is why they spend millions on marketing each year. Even though they are already well-known, they know that if they stop advertising, they risk losing market share.
While small business owners may not have the same budget as these corporations, there are ways to reduce advertising costs while still maintaining a regular presence in front of your target audience. This could involve swapping ads with others, submitting articles to ezines or websites, or partnering with others to split the cost of ads.
By understanding and implementing these four elements, you can significantly increase the effectiveness of your advertising. A well-written ad, placed in a targeted publication, timed perfectly, and repeated regularly, will result in a consistent flow of sales for your business.
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