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How to Develop Successful Marketing Promotion

Written by: Terry Pennington

Article Overview: This article takes the mystique out of creating successful marketing promotion for small business entrepreneurs. It demonstrates methods to develop effective advertising to compete head-to-head with competitors of any size. The article outlines step by step procedures that can be used for any medium. – Read the article.

How to Develop Successful Marketing Promotion

Creating effective promotion is more difficult today than ever before. Sheer competition for attention is one reason. Research in the ‘70s indicated that people were exposed to 20,000 promotion impressions per day. Today, that figure has grown to 26,000+.

We are masters at tuning out
Such volume is beyond the brain’s ability to process and perform all of it’s other functions. Consequently, everyone’s brain practices Selective Subliminal Repression, excluding the majority of the messages it receives. Couple this with the fact that 65% of all Americans suffer from learning disorders and the scope of the problem becomes clear. There is a solution.

Make your advertising effective
Benefit from your competitors efforts. Review their work and look for copy tone, specific or implied claims, unique selling propositions, product presentation, use of color and the over-all quality level of their visual presentations. Note what they say and what they don’t say. Look for Believability, not Blah. Each ad’s persona (or lack of it) will stand out.

The good stuff will stop you cold
If you are dealing with print, take some drafting tape and put their Ads up on a wall. It certainly puts their individual brand characteristics on display. The leaders will stand out and the Me Toos can’t hide.

Be bold, be different, be successful
Construct your advertising to inform, persuade, and reinforce purchasing decisions by effectively communicating the brand’s distinctive value. Develop your visual concept and copy platform to ensure that it grabs attention, generates interest, establishes confidence and stimulates action. Then copy/concept test it to ensure you’ve accomplished the task.

Try a guerilla warfare approach and be daring not boring
If your competitors are using four color–opt for Black & White. This will achieve intrusiveness into the reader’s awareness penetrating their Selective Subliminal Repression.

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Article Tags: believability, benefit from, brain, confidence, decisions, distinctive value, drafting tape, good stuff, grabs, guerilla warfare, impressions, masters, product presentation, quality level, repression, scope, sheer competition, unique selling propositions, visual presentations



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