I have recently been looking at some newspaper adverts. Every single one of them was in dire need of improvement!
- Lead to sales leads. An advert in 99.99% of cases does not sell. It's purpose is to generate sales leads which you can then sell to.
- The results must be measurable and quantifiable. Simply put how many sales leads, cost per lead, profit per lead. Okay I admit to being an accountant as well.
If your advert does not meet these two rules then it should be stopped. However if you are advertising and you suddenly stop and the sales drop then it is only the second rule that needs to change.
The advert itself in terms of it's content should follow a few basic rules. Our organization has worked with people who have had response rates from adverts increase by as much as 1300%.
There are a few rules for constructing an advert which I am not going to go into in full detail just now. But basically the advert should not be producing brand image type work, it would be directed at a vertical market and aim to generate sales leads. It should not be a statement of who put the advert in place stating only what is done. It should identify a target group of customers and provide them a with a benefit and a call to action. The advert must also attract the attention of these customers and make them want to contact you.
So having construed the advert it should then be tested in a small scale before being rolled out. Or if an existing advert the elements of this advert should be changed to meet the rules above. This means that there must be a way to identify who has contacted you because of the advert.
This all sounds very easy, but there is obviously a little more to it than I am writing here. I will write some specific notes on advertising in coming posts.
Cheers
Mark.
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