The advertising strategies that not one UK agency in a hundred understand…
Business facts for effective advertising:
- Effective advertising campaigns begin by demanding the reader’s attention.
- Your advertising has only got 5 seconds maximum to capture your prospect’s interest.
- Each advertisement must contain a compelling offer that’s in the reader’s interest, and a clear call to action.
Learn how your own advertising can be transformed. Simply email a sample of your advertising to email@example.com and one of Richard’s team will respond by email within 24 hours, revealing advertising strategies and opportunities that you are (vey probably) missing.
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Forget everything you’ve ever been told about advertising and listen to some expert advice
Advertising is not about creating an image or awareness. It’s about selling stuff. Brand awareness simply means I have heard of your product or service but it doesn’t mean I trust you, or I’m going to buy from you.
Given that, it’s a mystery why publications are full of what I call ‘we are the greatest’ ads. As uncomfortable as this may sound, nobody really cares about how great your company is. A prospective buyer – for the most part – only cares about how your products and services will make their life better.
Everyone else, including your prospects and clients, are also preoccupied with themselves. Frankly they don’t care much about what you have, or what you do, or what you know. In fact, they’re downright indifferent about you.
Now can you see why the majority of magazine, newspaper and trade press advertisements fail to have any impact on your prospects, and consequently any effect on your sales?
Do your ads answer the prospect’s question “what’s in it for me?” If so, you will – at the very least – have an opportunity to win their business. If not, they will already have turned the page.
How to recognise if your advertising is institutional…
Institutional advertising is advertising that doesn’t directly ask for a specific response. It is characterised by ads that either have the company name or a glib play on words as the headline at the top of the ad. Very little copy appears on the page, only a list of products or services provided by the company. There is no incentive to call now, etc.
Advertising is the salesmanship of goods and services through media. However, institutional or image adverts don’t directly try to educate prospects or sell products or make specific offers. What business can afford to pay a salesman who doesn’t sell products or even ask for the order? These types of adverts only produce results for the media and the representatives who sell you space.