Focusing on Successful Promotion
Craig Warren
http://www.1stworkfromhome.com
Run all of your advertisements from the previous year.
Proceed.
If you are fortunate enough to have proof sheets, it would be ideal to tear them out of your magazines or newspapers.
Remove as many advertisements from your competitors as you can.
Then, fold the names, addresses, and logos of the companies out of sight.
Block off the corporate names with paper and tape if they appear in the headlines.
Now, attach them to the wall with tape, placing yours above and your rivals’ below.
Now take a minimum of five steps back.
We will progressively target the group’s most successful advertisement, which should be yours.
The “Eye Test” Perspective
The first—and most crucial—is to avoid reading any of them.
Instead, do what I refer to as the “Eye Test,” which is a brief visual review.
Are your advertisements noticeable?
Or do they get lost in the mush of the same?
Keep in mind that your audience will see your advertisement alongside dozens of advertisements from competitors in the same or comparable publications or newspapers.
You’ll be far ahead if your advertisements are memorable.
Enter and Experience the Image
Now approach your advertisements a bit more closely.
Near enough to experience the sensation or perception they convey.
The first thing that customers notice about a new salesperson is the general impression that they give off.
The same is true with advertising.
The typeface, colors, and design should all complement your company’s image.
A medical sales representative cannot wear a whistle around their neck and a referee shirt like a tennis shoe salesperson.
You’re one step closer to your audience—and a sale—if your advertisements reflect the image of your business.
Is Your Appearance Consistent?
Consistency is the next equally crucial factor.
You should use the same image in all of your advertisements.
No, they are not required to share the same image or headline.
However, they should all appear to be from the same company.
This picture is, after all, your “familiar face” in the crowd.
It’s also something you put a lot of effort into making.
Additionally, it is exclusively yours.
Similar to a successful salesman who eventually gained access to make that first sale.
After that, you wouldn’t consider changing salesperson.
Your audience may presume your product is made by multiple companies if your advertisements appear to be from multiple companies.
If you want to sell a computer to a businessman, you might want to market it as an accounting or management tool.
An advertisement showcasing computers as a writing and study tool can be more effective with students.
Additionally, presenting a computer as a tool for research or design might help convince engineers to purchase it.
Although the products are identical in each instance, the positioning creates a distinct attraction for the target market.
Additionally, sales increase with appeal.
Your positioning should draw the reader a little closer to your advertisement and your goods if you’ve done your homework.
Enter One Ad
We will now focus on a single advertisement.
Choose your favorite, then get close enough to read it comfortably.
“What’s in it for me?” should be addressed in the headline and image.
Your audience might ignore it and never bother to read it if it doesn’t accomplish that swiftly and efficiently.
Even before they present the product, some of the world’s top salespeople begin their pitch by outlining a clear advantage for the buyer.
They’ve discovered that consumers want to know the main advantage of the product immediately.
Your advertisement won’t stand out if the main visual is a boring product shot or a picture of the world floating in space, with the advantage of your product hidden deep within the body.
Additionally, your rival will get the sale.
The Insightful Close-up
The body copy is now ready for the close-up.
It should “payoff” or support the assertion you make in the title by clearly and succinctly outlining the main advantages of your product.
Essentially, you still need to respond to the question, “What’s in it for me?” but you have more leeway now.
You have the ability to be funny, flowery, and even technical.
However, you need to persuade the reader that picking your product over the competition would result in significant advantages.
Your advertisement endures if you’ve done it well.
The final step is what every successful salesperson does before departing.
Ask for the order as you close in!
You must place this near the bottom of your advertisement.
The reader should be able to read your call to action, which should be brief and clear so that they know exactly what to do after reading the advertisement: call, cut a coupon, or circle a bingo card.
What the reader can anticipate receiving—more details, a demo, a sales call, or a trial sample—should also be made clear.
Additionally, the reader shouldn’t need to go up close to read this (don’t put your phone number or this in small font).
Keep in mind that a salesperson should never whisper when asking for an order or providing their phone number; instead, they should be loud and assertive.
It is obvious that many market, demographic, and individual factors have not been taken into account.
However, if you achieve the main goals we outlined, your audience will be compelled to pay closer attention to your advertisement and your merchandise.
And that’s the main goal of successful advertising.
Resource Box
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