10 Fundamental Keys of Advertising
An advertisement is, as defined by Oxford, a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy.
Advertising is essential for every business. What everyone wants from their investment in advertising is a big fat return on investment (ROI). Basically, to secure sales and huge profit, end of story.
It is not that easy as it sounds, creating advertisement is a tricky craft that everyone needs to grasp the necessary tools and knowledge to nail that target sales.
Who are your target market? Where to advertise? What kind of advertisement? How much are you willing to invest? What design and copies to be inserted? So many to figure out before coming out with the ideal advertisement.
But fret not, here are 10 fundamental keys of advertising from Marketing Resources Ltd to refresh and enhance your advertising skills or to learn something new. Whatever is it, it’s going to help you nail that sales!
1. Understand Your Product or Service—Thoroughly
Its features, its benefits, its weaknesses. How it stacks up against the competition. List the key items. Review them frequently. Survey customers and prospects to learn their understanding of your product and service.
2. Understand Your Audience, Address its Needs
Identify their needs and interests that can be met with your product or service. Identify the decision makers. What motivates them to buy or not to buy your product or service? Are the needs, interests and motivations of purchasing agents who buy the product different from the production managers who use it? Be sure that your advertising addresses the specific needs of your audience. You may need separate ads to reach all the important decision makers.
3. Set Objectives
Define what you want your advertising to accomplish: generate inquiries, introduce new product benefits, enhance position against the competition. Keep the advertising focused on a limited number of objectives for maximum impact.
4. Communicate With Creative
Share information with the people responsible for creating the advertisement. They need the same thorough understanding of product, audience, and objectives that you have.
5. Keep it Simple
Simple design, simple message, simple response mechanism. Stick to what’s needed to elicit the response you are trying to achieve. If you want the audience to call for more information, your ad doesn’t need to cover the product’s entire spec sheet. If the objective is to solicit an actual order, be sure that the necessary information is there—remember you don’t have a salesman sitting across from the prospect.
6. Grab the Audience’s Attention
Use strong, simple graphics, dramatic headlines. You have only a few brief seconds to stop your audience and convince the reader or viewer to move on to the rest of the message.
7. Provoke an Emotional Response from the Audience
Use words, headlines, graphics, and ideas that get your audience to say “wow.” or, “I really like that idea.” or “They’re really one up on the competition.”
8. Substance, Not Puffery
Your product may be the greatest, but simply saying so doesn’t make it so. Everybody’s product saves the customer time or money. Tell the audience “how much” and have the data to back it up.
9. Be Truthful
Exaggerated or untruthful claims may get you the inquiry or an initial trial, but they seldom earn you a customer. Your audience is smarter than you think. They’ll recognise the questionable in your advertising and catch you later as well.
10. Identify Yourself
Company name, address, phone number, e-mail, website or other contact information. They add credibility, substance, and make it easier for the audience to contact you and do business with you.