The Never-Fail Recipe for Ads That Work Like Crazy
The Never-Fail Recipe for Ads That Work Like Crazy
If you make a cake, you don’t leave out any ingredients — right? Then why leave out an important part of your advertising message?
With a small budget and not a lot of space, many people run so called “business card” ads. The ad consists of the same elements that are on a typical business card: business name (usually a logo), your name, telephone numbers, and address, email address and website. Sometimes a catchy slogan too!
But where’s the offer? Where’s the call-to-action? Business card ads simply don’t do anything but take up space.
Think of your ad as a “salesperson in print.” What would happen if your salesperson dropped by a prospect and said, “Hi, I’m Ned from the ABC Company. Here’s my phone number and address. Hope you call sometime. Bye!”
Would that work? Nope, and it’s the same with ads.
If you want your ad to get results it must contain six key elements. Here’s the recipe:
One: make it crystal clear who you are talking to, e.g. “Small Business Owners” or “Sports Enthusiasts” or “Golfers” or whoever your prime target group is — get their attention by putting this at the top of the ad.
Two: use emotionally strong words to outline a concern, need or frustration this group has that your product or service satisfies, e.g. “Tired of staying up late doing your bookkeeping?” or “Are you worried about data loss, security, viruses, and keeping your network safe from hackers?”
Three: offer a solution. “Our easy-to-use bookkeeping system lets you keep track of your business without losing sleep.” Or “We can analyze your computer network, diagnose any problems you are currently having, and look for hidden problems.”
Four: offer something they can get free that doesn’t present a risk. — Visit our web site” for a downloadable sample, a report, or tips and tricks. “Drop by the store for your free whatsit.” “Call me by five pm on Friday if you want your very own free whatever.” “Get our free computer system audit.”
Five: sign the message with your contact info — your name, phone, fax, email and web address, and, of course, your logo and tagline.
Six, have you got a good picture? Include a product shot, or a picture showing the situation prospects are facing because they do not have your product or service. Here’s a secret: often the most powerful picture is one of you! Now readers can put a face on your company.
There, that was easy wasn’t it?
Next time you are putting an ad together, in a place where you are sure your Ideal Clients hang out, you will communicate far more effectively than you’ve ever done, and yes, the phone will ring.
The NeverFail Recipe for Ads That Work Like Crazy - To learn more about this author, visit Liz Walker's Website.
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It’s always surprising to us to see so much advertising, especially in print, which does not work. It simply doesn’t contain the ingredients needed to successfully communicate with customers.
If you make a cake, you don’t leave out any ingredients — right? Then why leave out an important part of your advertising message?
With a small budget and not a lot of space, many people run so called “business card” ads. The ad consists of the same elements that are on a typical business card: business name (usually a logo), your name, telephone numbers, and address, email address and website. Sometimes a catchy slogan too!
But where’s the offer? Where’s the call-to-action? Business card ads simply don’t do anything but take up space.
Think of your ad as a “salesperson in print.” What would happen if your salesperson dropped by a prospect and said, “Hi, I’m Ned from the ABC Company. Here’s my phone number and address. Hope you call sometime. Bye!”
Would that work? Nope, and it’s the same with ads.
If you want your ad to get results it must contain six key elements. Here’s the recipe:
One: make it crystal clear who you are talking to, e.g. “Small Business Owners” or “Sports Enthusiasts” or “Golfers” or whoever your prime target group is — get their attention by putting this at the top of the ad.
Two: use emotionally strong words to outline a concern, need or frustration this group has that your product or service satisfies, e.g. “Tired of staying up late doing your bookkeeping?” or “Are you worried about data loss, security, viruses, and keeping your network safe from hackers?”
Three: offer a solution. “Our easy-to-use bookkeeping system lets you keep track of your business without losing sleep.” Or “We can analyze your computer network, diagnose any problems you are currently having, and look for hidden problems.”
Four: offer something they can get free that doesn’t present a risk. — Visit our web site” for a downloadable sample, a report, or tips and tricks. “Drop by the store for your free whatsit.” “Call me by five pm on Friday if you want your very own free whatever.” “Get our free computer system audit.”
Five: sign the message with your contact info — your name, phone, fax, email and web address, and, of course, your logo and tagline.
Six, have you got a good picture? Include a product shot, or a picture showing the situation prospects are facing because they do not have your product or service. Here’s a secret: often the most powerful picture is one of you! Now readers can put a face on your company.
There, that was easy wasn’t it?
Next time you are putting an ad together, in a place where you are sure your Ideal Clients hang out, you will communicate far more effectively than you’ve ever done, and yes, the phone will ring.
The NeverFail Recipe for Ads That Work Like Crazy - To learn more about this author, visit Liz Walker's Website.
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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