When people are concerned about
lack of response to their advertising, usually they complain about one of two things. They either say, "I put it in all popular ezines but nobody responded" or "I followed all copywriting 'rules' but didn't even get one sale." This dilemma is normally due to one common problem. There is one thing most people don't think about that dooms their advertising to failure.Advertising is a process, not an event. Basically this means four things.
(1) Your copy has to be fabulous. (2) Your placement has to be right on target. (3) Your timing has to be impeccable. (4) You must repeat your ads regularly.
The one thing that most people don't consider that dooms their ads to failure is that all four elements in process must be in place.
Let's go through them individually to get some clarification and ensure your ads get response they should.
-- Your Copy Has To Be Fabulous --
Copy, especially with online advertising, is a primary concern. It has to grab. It has to push those emotional triggers. It has to stand out from crowd in order to be seen. This normally means using a benefits-oriented approach.
When you speak to your customers through your advertising, your primary goal should be to answer two questions. "So what?" and "What's in it for me?"
-- Your Placement Has To Be Right On Target --
Just because ezines, newsletters or Web sites you chose to place your ad with are popular doesn't mean your target audience frequents them. For example, let's say Worldwide Marketing Ezine has over 100,000 subscribers and everybody you know reads it like Bible. You may be tempted to place an ad with them thinking you'll get a huge response. But if your product is an ebook that deals with gardening, you are most likely wasting your time and money.
When people read Worldwide Marketing Ezine, their focus is on business and promotions, not gardening. Yes, some of these people may be avid gardeners, but throwing a gardening ad at them while they are in "marketing mode" won't get you response you want. A better idea is to seek out ezines that cater to gardening enthusiasts. That way, your ad will be placed in front of people who have an interest in gardening - while they are in "gardening mode".
-- Your Timing Has To Be Impeccable --
There are some general "timing" rules that apply in advertising.
1. Never advertise during a holiday weekend unless you are in retail. Most people are geared toward being with family during holidays and don't notice advertising as much. The exception to this is retail. These stores do majority of their sales during holiday times.
