About Interactive Advertising

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Once upon a time for a product launch you could purchase a full page ad in the Sunday papers, now you have the options of interactive advertising that has overtaken mainstream media. Online shopping has set the trend. A revolutionary new way of advertising gives you the ability not only to know who your definite prospects are when they view and click on an Internet ad or enter a Keyword search, you will also be able to gather some information on those that are interested enough to click but not to follow through. It has been found that the Internet ad format, Classifieds, Rich Media and Keyword Search capabilities are the top three interactive advertising mediums around and gaining ground daily.

Interactive advertising also has the potential to decrease the losses associated with poorly coordinated advertising, to reduce the difficulties commonly encountered in clearly communicating an advertising message and to help overcome new product hurdles, such as a consumer rejection and have a better response from your target market. Today it is a new practice in an internet era to gather reviews from targeted customers. Blog Marketing is mostly about competent web traffic. For any given product there is a network of bloggers in precise categories that can take care of traffic generation. Any online visitors who click on the link mentioned within the blog automatically generate a potential sale or lead for your product or service.

Interactive advertising further helps in brand awareness, as a visitor visits and reads to any person’s blog, he or she actually get to know more about your product or service and pass it on to friends. This helps in creating a awareness about a product or service. Ultimately companies go on to develop a database of existing and prospective clientele.

Successful email marketing programs help in lead generation programs that attract prospects, engage visitors, and strengthen your reach, while improving your ROI.

The hugely email delivery platform lets you craft the appropriate message, target the relevant audience, incorporate the right incentive and deliver the package at the right time.

SPAM is a very effective form of email advertising, using it even just once can affect your business for better or worse for the duration of your time online.

Opt-In email advertising is extremely effective and carries very little of the weight of SPAM marketing. The idea is pretty basic: you create a list of email addresses and send marketing messages to them occasionally.

Newsletter marketing is similar to opt-in marketing, but includes useful information such as articles or insights. Newsletters can be time-consuming, but are well worth the effort. Some newsletter publishers supplement their income by running advertisements in their publications. Methods to revolutionize advertising include social media, podcasts video advertising where once we only had banners.

Internet provides advertisers opportunities to identify customers, differentiate them, and customize purchasing and post-purchase service. Furthermore, interactivity allows customers greater access to companies through customer discussion groups, e-mail, direct ordering, and links to more information

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Classified Advertising

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A lot of products and services are available nowadays so it is quite possible to find everything you need due to advertising that has already become an integral part of our life. Requirements of the public in advertising appear everywhere the consumer has a wide choice. And it develops as intensively as bigger the choice of goods and services is. It is needed to command a ready market because this very activity connects two sides the producer and the consumer. It has many forms and one of them is classified advertising which is as a rule textually based, the advertisements are very brief and contain little but main description of the commercial products or services they present, each of them is followed by contact information such as address or phone numbers. Calling them you can get more exhaust information and see if the thing they offer is just what you really are looking for. This type of advertising can be seen in newspapers, magazines and other periodicals. There are even publications which consist only of ads.

Classified advertising is a well organised form of advertising that makes it easier for potential buyers to find what they need. All the advertisements are integrated according to a certain group belonging and placed in publications under various headings such as Accounting, Building Services, Computers, Furniture, For Rent and many others. With the help of classified advertising section some companies sell their products and offer services, others hire applicants for job. As many publishers charge money for each advertising word brief yet exhaust and clear information about your business can save your budget. That is why here there are no graphic images only seldom logotypes can be seen sometimes. Advertising in France is very developed. You can advertise your products or services without spending a euro using the free classified advertising which is quite available. Thanks to the Internet network you can do it much easier and trouble-free. This type of classifieds has found its way to the World Wide Web.

Nowadays there are sites that permit you to place your ads there it is enough to type the necessary catchword as “french classified or advertising in France and you will get a list of online classified sites to attach your advertising to. Do not think that those good people do it free for you just because they are so kind and want to help you. They are doing it for their enormously big financial reasons. Only in France yearly income from Google has exceeded 800 million euro. Advertising is the engine of commerce thus it is the engine of really big money.

So if you want to hand your advertising down to the audience only of your town and its suburbs then in this case a local newspaper will be just what you need, but if the cherished ambition of yours is to inform about your business to a much larger audience then Internet is the area for you to deal with.

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Professional Advertising Agencies

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The success of any business depends on the way messages are communicated to existing and prospective customers, competitors, advertisers, suppliers and other people important to the business.

Today there are many modes of communication, beginning with the most basic and rudimentary means of word-of-mouth to  advertising  on the Internet. With so many options in  advertising , from the traditional newspapers and magazines to radios and television to the modern phenomenon of the Internet and SMS  advertising , how does one know what is best for the product? How should one advertise, in order that the message stands out and reaches the target market? To address needs such as these, there are professional  advertising  agencies.

Professional  advertising  agencies are external companies that provide for the marketing and  advertising  needs of other businesses and organizations.  Advertising  agencies offer a full range of  advertising  services like advice based on market studies, popular culture, trends and advanced sales techniques. Because they are independent, they can be objective about a client’s business needs.

What any professional  advertising  company would do for a product is to begin by basically understanding the product, its unique selling proposition (USP) and the kind of people it is meant for. After this, the media in which it should be advertised is decided. Then the creative team of the agency conceptualises the message and designs the advertisement.

Today, a professional  advertising  agency involves a whole group of people that includes market researchers, planners, conceptualizers, copywriters, illustrators and a marketing team.

There are also special teams in each ad agency, each dealing and specializing in a different form of media. For example, there will be different specialists and teams for the print media, radio, television and the Internet.

What agency is best for one’s need depends on factors like the budget (both the  advertising  budget and budget for hiring and retaining an agency) and the type of  advertising  that the advertiser basically thinks would be good for the product.

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Aerial Advertising – A Novel Concept

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If you’re looking for a new and different way to get your company’s message across, consider aerial advertising. It might not seem like the most obvious, reasonable use of your advertising dollar, to employ plane advertising, but humor us for a moment.

Think about the myriad of ads you see and read on a daily basis. There could be hundreds, when you consider the newspaper advertising, the ads on the radio and television, and billboards.

Now think about the ads you have seen and ask yourself how many you remember. Maybe you remember the nearly naked woman, but anything else? Do you even remember the product she was selling? Do you remember the ads you saw for energy drinks and jewelry?

It’s likely the answer is no. But you might likely remember that plane flying over the beach last summer. You remember what it looked like, what it sounded like, and – best of all – you remember the banner it was towing. That’s because aerial advertising is one of the best uses of advertising dollars. People remember the message they see when it’s towed behind a plane.

Why do people respond well to airplane advertising? It’s likely due to the novelty factor. We are bombarded with more traditional advertising, but plane advertising is novel and unique. It’s unusual and different. People see the airplane messages and they think about what they saw. They might remember the product long after the plane is out of sight and the airplane advertising is long gone.

Here’s what we know – people remember anything that’s unique and different. If it makes them look skyward, if it makes a noise and it if presents a message that’s short and sweet, it will be remembered. Airplane advertising is effective because it employs all these techniques.

Consider these interesting facts about plane advertising. According to recent studies:

* 89% of those surveyed said they remembered the airplane messages more than 30 minutes after the airplane was out of sight.

* 79% of those surveyed said they remembered what the airplane banner was advertising

* 67% were able to retain at least half of the airplane advertising message.

Other forms of advertising might bring in numbers for each of these categories that are at the 50% rate. That is, about 50% of consumers will remember a billboard or magazine ad, but not 89%. Often, you remember seeing an ad, but can’t recall what the advertising was for. Clearly, that isn’t the case with aerial advertising.

And why is that again? Novelty, novelty and more novelty. It’s fresh, different and interesting. People focus on it because it’s fresh and different and when they focus on it, they remember it. They can recall it when asked later. They think about the product or service advertised and, when they recall it later, they might seek out that product or service. That’s called good advertising.

Business owners should consider the novel and unique approach that airplane advertising can bring. If the goal is to be noticed and remembered, plane advertising ensures just that.

Aerial Advertising services are available from many companies that specialize in this type of advertising. The Internet is a good source of information when it comes to choosing aerial advertising services.

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Advertising Agencies

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Today, the advertising job has become so complex that normally, no business firm chooses to handle the function directly. They employ advertising agencies. And the advertising agency has become a major institution in the field of advertising and marketing.

The advertiser- advertising agency relationship is a very crucial aspect of advertising management. Only when the advertiser and the advertising agency work in close contact and collaborate with each other can the advertising function can be carried out effectively and successfully. The collaboration cannot be limited to the mechanics of developing the advertisements; it has to pervade the entire task of marketing communications.

The firm and the agency must work together in media selection, theme development, message construction and copy development. It is essential that the agency have all the relevant information about the firm, its products and markets, the consumer, the competition and the channels. The agency must become an ‘insider’ and right at the ‘fact finding stage’; full collaboration between the firm and the agency must be established.

The agency should also have a correct idea of the marketing and communication objectives of the firm; how the particular product/brand is positioned or proposed to be positioned, and how the other elements of the marketing mix, such as distribution and pricing, are conceived and handled by the firm.

In the modern context, knowledge of just advertising related matters is not sufficient for an advertising agency to succeed. It must have a comprehensive appreciation of all the aspects of marketing. The advertising agencies have to acquire more and more professional expertise, again, not merely in advertising-related matters, but also in all aspects of marketing. They have to appreciate that advertising is a method of marketing. Their advertising effectiveness would be proportionate to the extent that they are aware of the overall dimensions of marketing.

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The Uniqueness of Sky Advertising

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The novelty associated with sky advertising is unique. Companies always feel that they should take steps to make their business more noticeable.

-The answer to this is to adopt an effective advertising strategy.

Ever since you have ventured into business you have seen a number of ads. But what is the unique way to promote your own business?

-The pursuit of creative and innovative advertising methods never ends. Airplane advertising can be the best method due to the novelty associated with it. This form also generally fits into most budgets.

Flying high with sky advertising:

Airplane advertising seems to have grabbed a huge amount of attention due to its novelty value. It can have an amazing impact during rush hour. You can reach your target audience without spending a huge amount of money.

Aerial advertising agencies with their expertise provide the best service to their clients. Bright and colorful banners will convey the message to zillions of people effectively. Before the banner is back on the ground, you may get an overwhelming response.

Aerial banners are rare and people cannot forget them once they see one. People can’t shut out an aerial ad like they can a TV channel. The people are bound to gain satisfaction from colorful words present in the aerial message.

How to start your advertising campaign:

If you are planning to carry out airplane advertising then you should look for a standard agency. You need not look at too many packages as the rates are more or less standardized. Once the agency has been chosen, you should submit your specifications two weeks ahead of the big day. The banner processing itself might take four days. Flights also need to be scheduled carefully. It is good to have the campaign at the time of major events.

Types of aerial advertisements –This popular and effective technique of advertising has a number of forms which are as follows:

-Aerial banners: A long line of characters, numbers and special symbols towed by an aircraft. It normally flies 500-1,000 feet above the ground.

-Aerial logo boards: They are much larger than traditional letter banners and display the company logo effectively. Such mediums use vibrant and contrasting colors. The graphic design is also unique. People may not remember the ad, but the logo is enough to create brand awareness.

-Custom aerial billboards: These billboards are made according to the specifications of the client. The design may be carried out by the agency.These are larger than logo boards.

Airplane advertising has proved to be a very successful medium in many countries. It provides high impact at a very low cost. Businesses can get the word out about their products and services. An aerial banner provides a break from the monotony of daily life.

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Brand Advertising Vs Tactical Advertising – Why Not Both?

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At a recent Marketing Summit Adam Ferrier, from media agency Naked, made an interesting comment. He said ‘many brands are like gooey blobs made up of values and personality – but with very little reason to believe at it’s core.’

He questions the trendy idea that a brand should be loved by its consumers. But he’s right to question this received wisdom.

Affection for a brand is all very well, but pragmatic consumers need a ‘reason why’ before they will part with their cash. It can be an emotional reason, and often is, but there still needs to be one.

Recently there has been a ‘separation of communication’ especially on TV. This separation dictates that as a marketer you must decide if your commercial is to be ‘Brand’ or ‘Tactical’.

I would argue that every TVC should contain both elements to different degrees. And by pulling apart these two vital ingredients marketers get TV advertising that is less effective and more expensive than it needs to be.

Current ‘Brand’ advertising is typically big, bold, and expensive. It makes consumers feel good about the brand. But it ultimately doesn’t offer any tangible reason to try or continue using the brand.

Why?

Brand advertising doesn’t have to be bigger than Ben Hur. Consumers don’t need mini-movies to be reminded that their choice is correct, or that they need to make a change.

At the other end of the spectrum is ‘Tactical’ advertising. For some reason, a lot of rational communication has become mass-produced. Cookie cutter format advertising, where a woman rattles off a list product supports, while standing in front of a shelf full of packs, now passes for Tactical advertising. These formats are very ‘samey’ and completely ignore other communications the brand is doing.

Here’s a crazy idea! Why not create TV advertising that balances both ‘Brand’ AND ‘Tactical’? Think of ‘Louie the fly’ for Mortien. The Louie character provides an un-stealable brand property for Mortien. Every viewing builds the brand. Yet a Louie commercial is not expensive.

And tactically, every Louie ad can still present facts, such as new formulations, fragrances, pack changes etc. It’s interesting that Louie was invented before many of us were born: before a TVC had to be either Brand or Tactical and in a time where loving a can of fly-spray would have been seen as kind of weird.

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Advertising Sales Jobs

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Advertising sales agent sector is a quickly growing industry that needs more and more people everyday. An agent in this sector works in an unique and challenging position while still being offered a high salary and giving the room to be creative and innovative in his approach.

An advertising sales executive may have to spend a great deal of time researching what clients want and demand and the type they need for their advert. They need to be able to meet clients’ needs and listen carefully to exactly what the client wants from their advert.

A large amount of an Advertising Job involves spending time telecommunicating and selling and convincing clients. Anyone thinking of pursuing a career in advertising sales should be prepared to make hundreds of sales calls a week.

Face to face contact with clients is immensely important in this industry as well. It gives a personal touch and puts forth an image that the agent cares enough about the clients’ needs. There is this tendency that customers buy from people whom the trust, therefore repeated and assuring calls and meetings helps build a positive relationship which impacts the sales incredibly.

Advertising sales executives need to be able to create a list of priorities and prioritize the order and importance of clients. This involves creating specific goals and methods of accomplishing the work. Target setting meeting targets is essentially important, and to be able to make decisions is very much part and parcel of and advertising sales job. This infact requires strong management skills.

Although being a competitive industry, it is pretty evident there are ample opportunities in Advertising Sales. The role-play is certainly not easy and potential sales executives and agents need to be immensely goal orientated and driven in order to compete and be successful against other advertising agencies.

The advertising sales industry can classified into areas of specific focus. However advertising sales agents could find themselves being employed in television, film, radio or outdoor advertising. The tasks and jobs can vary widely and can demand various skills.

It is often advised by industry insiders that to be able to work proficiently in a specific industry within the advertising sector, one should go for some work experience or knowledge in the area of interest. It is important to have good English or language skills in general so that copies written on behalf of prospective clients are error free.

Advertising falls well within the media and communications industry. Advertising sales agents and executives should be aware of other various forms of advertising within the media industry in order to poke ahead of the competition and provide a more complete and efficient service to clients.

Customer relations’ is an area where each agent should be attempting to master. And it is evidently clear that this job, that is, and advertising sales job requires a good knowledge across several different industries and knowledge pothouses.

All in all, this industry promises to grow effervescently, with potential executives looking to tap into the rapid strides and growth this industry provides.

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The Evolution of Online Advertising Technology – Part One

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Please bear with me as I go through a brief history of basic online advertising. The evolution of targeted online advertising is interesting, because I believe the perceived harmlessness of early advertising technology and targeting tactics lulled many people into a sense of complacency or perhaps even false security.

In the beginning of targeted online advertising, there were banner ads. As many people recall, these were supposed to drive the Internet marketing industry in its infancy. Scads of publishers paid scads of money based on a CPI (cost per impression) model or simply paid huge dollars for banner ads and other targeted online advertising on well-trafficked sites.

Then something crazy happened – nothing. It turns out that the banner advertising technology on the Internet was not the magic bullet it was purported to be. The old way of making money based on providing content (the way magazines and newspapers ran advertising) just didn’t seem to work in this context.

This new advertising technology was part of the reason for the collapse of the dot-bomb era. All the talk was about “eyeballs,” “stickiness,” “bleeding edge,” “cradle to grave,” and several other terms that, in retrospect, would have sounded more at home in a Wes Craven movie than in an emerging industry. Hundreds, perhaps thousands, of business models depended on a traditional marketing strategy working more or less the same as it always had when introduced into a non-traditional setting.

All the while, one company, originally called GoTo, then Overture, and finally bought by Yahoo!, actually formulated a targeted online advertising system that worked – keyword advertising. Companies could bid on a per-click basis for certain key terms, which sent valuable traffic to its website.

Obviously, the improvement in advertising technology had to do with the model itself, which was perpetuated on relevance. By only bidding on keyphrases that you wanted, you could only pay for visitors who had already shown an interest in your products or services. This targeted online advertising model was soon copied by Google, who tweaked it and made it better.

There were not many raised eyebrows at this time, in terms of privacy. After all, the user was the one entering the query, and nobody suspected at the time that search engines might one day actually create individual profiles on users. We were all just really enjoying “having the information at our fingertips” without the potential hazards of ink stains and paper cuts that traditional research required.

Google then took a similar idea a step further. Instead of just serving up targeted online advertising on its home page, the company created a content distribution network called AdSense. In this program, owners of websites could sign up to have the ads placed on their sites. Google would then use a “contextual” logic to determine which ads to place where. In other words, Google would “read” the content on a page and then serve up targeted online advertising in the area provided by the site owner that was relevant to the content.

There were a few missteps with this new advertising technology (one classic example was when the online version of the NY Post ran a story in 2004 about a murder victim whose body parts had been packed into a suitcase. Running alongside the story was an ad that Google served up for Samsonite Luggage). Yet this targeted online advertising service also caught on, with nary a cry from privacy people. After all, you don’t have to visit the sites. And the site owners don’t have to sign you up for the service, right?

Suddenly, Gmail was offered and that raised some eyebrows. Gmail, of course, is Google’s free email-based platform. Gmail gave people an (at that time) unprecedented 1 gigabyte of email space (Yahoo!, if memory serves, offered 4 megs for free email accounts and charged people for more memory). The only caveat – Gmail would use a similar advertising technology platform as AdSense, but it would decide which ads to serve up by reading through your emails.

Well, this new approach to advertising technology creeped some people out, and privacy advocates were a bit more vocal about using targeted online advertising by parsing through people’s emails. A California lawmaker tried to introduce some legislation preventing the practice. International privacy groups chimed in with their own concerns. In the end, however, the fact remained that one had to sign up for a Gmail account and everyone that did was (presumably) aware of how the service worked before they did sign up. So it was an opt-in system – If you didn’t want Google parsing through your email and serving up relevant, targeted online advertising, you didn’t have to use the service.

So there we all were, happily surfing away, not a care in the world. What most of us didn’t realize was that enough free cookies were being distributed to each of us to turn the otherwise docile Keebler elves into tree-dwelling Mafioso erroneously plotting a turf war.

These cookies, of course, are the ones that websites place on your computer when you visit – little packets of information that record your visit, and sometimes, your activity there. Certainly, there’s a legitimate reason for this. When you return to a website, it can help if it remembers your last visit and you can pick up where you left off. Assume, for example, that you were making multiple purchases from an e-commerce site and had a bunch of stuff in your shopping cart but were forced to abandon the site before completion. It’s nice to go back and pick up where you left off without having to do it all over again.

Digital advertisers, however, saw another opportunity for targeted online advertising. They invented advertising technology that would scour through the cookies on your personal machine, figure out what you liked and disliked by looking at the types of sites you went to, and then feed up highly targeted online advertising based upon your browsing history. These companies included aQuantive, DoubleClick, ValueClick, and others. Of the companies I mentioned, only ValueClick is still independent. Google snapped up DoubleClick, while Microsoft snapped up aQuantive. Clearly, these companies believe in the future of Internet advertising technology and also believe in the long-term legality of this technology.

Now some real red flags were raised. I’ve written about this advertising technology before, so I’m not going to go over it all again here. Suffice to say that some government regulators were pretty skeptical about this new form of advertising technology and there have been numerous suggestions for regulation. The lack of uproar from the public, however, has not really created any backlash for the companies in question. It could be because there is widespread ignorance about Internet advertising technology (and I believe there is, based on conversations with people of average Internet experience). Perhaps a part of it is also that privacy has been eroding on the Internet one incremental step at a time.

To be continued in part two…

(C) Medium Blue 2008

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Advertising That Works: 8 Keys to Effective Advertising

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A warning about advertising: it can be effective, but like all marketing activities it must be applied in the right way. Big image building campaigns are for the multi-nationals that already have an image. And be wary of all of those ad sales reps that come begging for your marketing budget to put an ad in another guide or newspaper. Keep this mantra in mind: If advertising isn’t about making a sale, or achieving a specific goal, then don’t do it.

Your advertising should be about performance; your customer should do something following your advertisement, not just acknowledge it with a nod. And that means you must have a system for tracking and measuring the success of a campaign, a compelling message and a clear call to action that motivates your customer to act. By that we mean telling your customer exactly what to do. For every piece of publicity, whether an ad, the yellow pages or an email, you must ask them to contact you, come to your business, purchase a product, refer you or act in some way. Otherwise it’s a waste of marketing money and you’d be better off not doing it.

Make sure to follow these guidelines for all advertising and direct mail (postcards, flyers, etc):

1. Your ad must be in a publication or place that is targeted to your customer profiles.

2. It must have a strong headline that clearly shows the benefit to the reader. What is the biggest benefit that you can give to your customer? Identify it and then put it in your headline. A benefit answers the question: “What is in it for me?”. You want to pull the customer in by having an ad that is based on the customer’s needs and the benefits you provide. Make them want to stop and read your ad because they can clearly see what is in it for them. You may have a great offer, but if no one stops to read your ad it certainly won’t be effective. Just like the news, you read the stories with a headline that is compelling to you. Please note that the name of your business or your logo is not a good headline. Be wacky, controversial, funny, state your offer or guarantee; anything that will make people read it. Use strong phrases such as ‘How to’, ‘Free’, ‘Discover’, and make sure to include ‘You’ in the headline (you do want to talk directly to the person after all).

3. Have a compelling offer. An offer both makes the reader act and allows you to track if the advertisement was successful or not. ‘Come celebrate our new opening with a FREE glass of champagne.’ Your offer should be compelling enough that the reader says to himself ‘Why wouldn’t I do this? What do I have to lose?’ In a word it needs to be irresistible. If it is indeed compelling, then put it in the headline. If it’s a free offer, then by all means shout it out. Everyone wants something for free. However just because it is free doesn’t mean it is compelling. It needs to be free AND answer a need, providing what the customer perceives as value. Make sure that you clearly state the value in monetary terms. Remember, money talks, so impress the customer with the value he is receiving. ‘A free audit’ is relative to the customer. But an audit worth £75.00 speaks to the customer. £75.00 is, after all, £75.00. Have the confidence in your establishment to put it all out on the line. The customer will respond to your confidence.

4. Make your ad look like news or an ‘advertorial’ rather than a traditional ad for more credibility. Educate the reader so that they want to learn more or see you as an expert. “The 5 things you should know about homeopathic health care.” There is a lot of competition for people’s attention these days. You don’t want to look like everyone else, you want to stand out from the crowd.

5. Use conversational language that builds trust with your prospect and great compelling copy. If you need to, get someone to help you – it’s worth the investment to get it right. Have a reason for your offer. ‘ To celebrate our grand opening’, ‘To welcome a new member to the team’, ‘Our birthday’. Create a bond with reader, showing that you understand their issues. Relate to them emotionally and make them want to read the next line. The better you understand your customers the better, more effective copy you can write. Use imagery and paint a picture so that the reader can imagine himself using your services so well that he is almost already there in his mind. Get personal – ad a photo of yourself, not just of the business, and write your advertisements as if you were writing to one person, not to an entire group. People want to know there is someone behind the service, that someone else is thinking about them. Remember – creating a relationship will be a competitive advantage over your competition.

6. Have a clear call to action that tells the person exactly what to do. “Call 222-222-2222 for a reservation.” “Book now, spaces are limited.” Add an expiry date to any offer, which will create a sense of urgency and encourage people to act. People are very good at following instructions, but surprisingly inept if you don’t tell them exactly what to do. Give them clear and very specific instructions – ‘Call now’, ‘Book your table’, ‘Tell your friends’, and tell them to bring in a copy of the ad. The call to action must be clear to understand and easy to do. If anything is confusing or difficult people just won’t do it.

7. Overcome skepticism. Use a guarantee or have a perceived expert speak for you. ‘The best sandwich in town or it’s on us.’, ‘We are so convinced that you will love our work, that if you are not delighted, you don’t pay.’, ‘Mr Jones agrees that we do the best tailoring in town’. Guarantees are very important to make the customer comfortable with the risk he is taking by giving over his hard earned money to try your business. And they show a level of confidence in your own business that is reassuring. While there will be a few people who take you up on the guarantee, if you are confident with your product you will see that the new business will pay for any refunded money several times over.

8. Use testimonials, especially if it is from press, local food critics, or celebrities.

Like any marketing activity if you cannot clearly measure the benefit of your advertising activity then stop doing it and shift your money to doing something that clearly achieves your business goals. Don’t be afraid to stop advertising and regroup. There are many other effective marketing activities that are just as much, or more effective than advertising.

– excerpt from Win Win Marketing by Amy Foxwell

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