This article reviews essentials of conducting a great Overture ad campaign: many advantages of good advertising where to advertise on a small budget basic composition of an ad how to make your ads stand out how to write an ad purpose of a headline a list of successful headlines how to deal with professional ethic of “I shall not advertise” Advantages of good advertising
Good advertising has many advantages. Whether it's newspaper, television, or radio -- advertising is a high-risk/high-profit potential activity.
Advertising in whole or in part constitutes one vehicle by which your company is driven (pun intended), and it is fueled by responses and sales to your efforts. For most businesses, advertising represents a necessary cost of doing business. For successful businesses, advertising represents a golden opportunity to reach your customer base and effect sales from them. The potential of advertising is outrageous, and it does come at a cost of resources, both in people and capital.
Where should I advertise on my small budget?
I understand that "where" is a vital part of targeting process, which can affect results tremendously. "Where" also dictates how your ad should be presented ... short and full of urgency for radio ... or long, information-packed, riveting copy if it's to be a direct-mail shot.
To identify where you should advertise, and which media would be most effective, try to determine a profile of your ideal customers. Research demographics and psychographics to determine where they live, what other products they buy, what their level of affluence is, what their fears and frustrations are, and so on.
You can then wisely select media to reach that audience. Do many of them commute to work? Then buy a drive-time radio ad. Do they read magazines? Do they read a community newspaper?
For small budget, be creative and innovative in your approach. Send out press releases with a hard news angle. Instead of paying for radio air-time, approach program director and ask to be on a talk show (more on this later in this section).
The basic composition of an ad.
There are five basic concepts to remember when writing a good advertisement:
1) Command attention
2) Show people advantage of using your product or service
3) Prove that what you are advertising has that advantage
4) Persuade people to grasp that advantage
5) Make a call to action
The most important purpose of a headline is to entice reader to start reading copy of ad. The copy must get read if ad is going to pull great results. Your headline must attract instantaneous and immediate attention. There are two types of headlines that seem to work best:
1) Headlines that convey how reader can save, gain, or accomplish something through use of your product or service. How it will increase reader's mental, physical, financial, social,' economical, or emotional well-being.
2) Or, by acknowledging how reader can avoid risks, worries, losses, mistakes, or embarrassment. How it will decrease reader's fears of economic ruin, discomfort, boredom, sickness, loneliness, or prestige.
Who needs a good headline?
Headlines that begin with a question are usually pretty good clinchers. But only if they ask a question that people want to know answer to.
The words: how, here's, these, which, which of these, who else, where, when, what and why usually out-pull their competitors. Using "which of these" selling technique is very effective because it says "Which do you want?" not, "Do you want?"
Make reader a guarantee.
Guarantees in a headline are extremely compelling to readers. Make certain, however, that you can deliver on your guarantee.
Where would you be without your customers?
Always include reader in your headline. Remember, you're writing person-to-person. Only one person will be reading your article at a specific time, so write to that person. Personalize your company/your product/your service. Try to get your reader involved in your ad. Induce reader to participate in experience. Use words: you, your and yourself. They will involve reader and make him feel that your ad is directed at him. Appeal to emotions of your readers.
The advertisement itself should be interesting to look at, but not so overwhelming that potential readers and customers get lost in copy and fail to derive any message from it. Sometimes, a little bit of irregularity or discord in design actually serves to attract attention. The advertisement should flow so that your reader's eye is moved from one focal point to another and on down page – pulling reader in all time.
Show Prospective Customers Advantage of Using You
The reason a person reads an ad is to find out, "What can this product/service do for me?" To make your copy hold attention, which your layout and headline have already won, show people an advantage. It's not what product is, but rather, what it can do for customer.
Prove that what You are Advertising Has that Advantage
Be willing to back up your product with a strong guarantee. The standard guarantee is to offer customers their money back if they return product within 30 days. A stronger guarantee is to let them try your product for free, billing them only after 30 days have expired.
Stronger still, is "pay only if it validates" guarantee: They only have to pay your invoice after your product has made them, say, five times price of product.
Persuasion Techniques in Print
This is final staging before asking for a call to action. It is imperative that you appeal to emotions at this point for it is last chance you will have before you ask them to part with their money. The approach can be negative or positive, but must have emotion. Aim at your hardest to sell. If you can appeal to them, you've got rest.