Sorry to tell you, but people really don’t give a flying fling about you, your business or how great your product is. The want to know what benefit, advantage or personal improvement you offer that somebody else doesn’t.
What do I mean? Well… how are you going to make people’s lives easier? Are you going to make them richer? Prettier? Slimmer? How are you going to improve their lives?
I try to get my clients to understand this: advertising is salesmanship en masse. Plain and simple. It’s either salesmanship in print, salesmanship on the air, or salesmanship in the mail. But it’s not blind statements that say nothing, or cause no one to take action. Is it any reason why most advertising is lousy and doesn’t work?
Unfortunately, few business owners don’t understand the point of running an ad. You run an ad to stimulate a direct and immediate response. Or better yet promote an instant sale. Until a company understands the purpose of an ad and how to formulate them, I tell clients to hold off and stop throwing their money away. Let me summarize where to begin:
1.Analyze your ads. What do they say? How do they say it? What is your headline? Does your ad present a U.S.P? Do you state your offer?
2.Know your basic offer, headline and copy that work the best. Now try to IMPROVE them.
3.Leverage your marketing. Take your best ad and start testing differing versions against one another. Keep the variables the same, but change the headline.
4.Review 6 features to see if your ad has:
Great advertising means being able to find different ways of saying the same thing. Start by experimenting with new restatements of your most winning headline.
