Getting Closer to Realizing Successful Advertising

Getting Closer to Realizing Successful Advertising

Bring back all of the advertisements that you ran the previous year. Go ahead. Tear them out of the magazines or newspapers you have (if you are fortunate enough to have proof sheets, that will be an added bonus). Rip out the advertisements placed by your rivals as well, as many as you are able to obtain. 

After that, fold any corporate names, addresses, or logos so that they are hidden from view. In the event that the names of the companies appear in the headlines, cover them up using paper and tape. Now you should glue them to the wall, arranging them so that yours are on top and your competitors' are below. Step back at least five feet at this point. We are going to make our way closer and closer to the advertisement that has been shown to be the most successful among the group (hopefully one of yours).

The view known as the "Eye Test" view

Do not read any of them at all, as this is the first and most critical step. Instead, you should give them a speedy visual once over, or what I like to refer to as the "Eye Test." Do your advertisements stand out? Or do they turn into a homogenous mass that lacks distinction. Keep in mind that the people who read your advertisement will see it not in isolation but alongside dozens of other ads that are competing for their attention in the same or similar publications or newspapers. If your advertisements are noticeable, you are already steps ahead of the competition.

"Step in and Get a Feeling for the Image"

Now approach your advertisements from a more intimate distance. enough to obtain a sense of the atmosphere or image that they convey. When a new person enters a room, the first thing that people notice is the general impression that person gives off. This is also true for a new salesperson. The same may be said for advertising. 

It is important that the appearance of your organization be conveyed through the use of typefaces, colors, and designs. A person who sells tennis shoes can accessorize with a referee shirt and a whistle around their neck, but a medical sales representative cannot. If your advertisements are in line with the image of your firm, you are one step closer to reaching your target, which increases your chances of making a sale.

Are You Presenting Yourself in a Way That Is Consistent?

The following is another feature that is equally as important: consistency. It is important that all of your advertisements convey the same message. They do not need to have the same image, nor do they need to have the same headline. On the other hand, they should all have the appearance of being produced by the same business. 

In the end, this image represents your "familiar face" among the other people in the room. Additionally, it is something that you worked very hard to bring into existence. And it's uniquely yours, no one else's. in the same way as a good salesperson who, after many failed attempts, ultimately managed to make their first sale. After that, you would never even consider working with a different salesperson. 

Your audience may believe that your goods come from a variety of sources if your advertisements appear to have been created by more than one company. If your advertisements are able to pass this test, successful marketing is within your grasp. which is precisely the position that you need to be in order to go to the next level.

Arm's Length for Positioning (also known as "Arm's Length")

at a distance of little more than the length of your arm from your preferred advertising campaign. The purpose of this exercise is to evaluate how effectively you've positioned yourself for success. You can now read your advertisements, but the specifics will not be displayed. By the time you reach the end of the first paragraph, it ought to be fairly clear how you intend to position yourself. 

Positioning refers to the general impression that your target market gets of your product, service, or business. For instance, businesspeople, engineers, and students all require computers, but each group has a unique conception of what computers can accomplish for them. When marketing a computer to a businessperson, it is likely to be more successful to frame the device as a management or accounting tool. Students may have a higher response to an advertisement that depicts computers as a tool for writing and studying. 

And if you marketed the computer to engineers as a research or design tool, you would have a far easier time convincing them to purchase one. Although the products are the same in each scenario, it is the positioning that creates the distinct appeal for the respective markets. And the higher the attraction, the more business that is brought in. If you have done your homework, the positioning of your ad and product should lead the reader into a more intimate relationship with both of them.

"Move in to One Ad" is the command

At this point, we are going to zero in on a single advertisement. Therefore, choose your preferred one, and then come in close enough to it so that you can read it in comfort. The question "what's in it for me?" needs to be answered in both the headline and the image. If it does not accomplish it in a timely and efficient manner, your audience may simply skim over it instead of making the effort to read it. Even before they begin discussing the product itself, the most successful salespeople in the world begin their presentation with a clear advantage for the buyer. 

They have realized that the most important thing that customers want to know right away is what the product can accomplish for them, often known as the major benefit. Your advertisement will not be successful if the advantage of your product is buried in the body and your primary image is either an uninvolved product shot or a picture of the earth drifting in space. In addition, the sale will be completed by one of your competitors.

"The Revealing Close-up" (The Revealing Close-up)

Now we are going to move in for the kill: the body copy. It needs to "payoff," or back up the promise that you made in the headline by persuasively and effectively articulating the major benefits that your product offers. To get to the heart of the matter, you must still provide a response to the question, "What's in it for me?" but you now have more room to do so. 

You are free to use flowery language, hilarious language, or even technical language in your response. However, you need to persuade the reader that there is a significant advantage to be obtained by selecting your product rather than the alternatives. If you've done a decent job, your advertisement will remain in people's minds for a long time. What's left is the routine that all successful salespeople go through right before they depart.

Move in close and make your request for the order! 

You'll need to place this information near the bottom of your advertisement to accommodate this request. Get close enough for the reader to read your call to action, which should be succinct and to the point, so that the reader is left with no room for confusion as to what they should do after reading the advertisement: call, clip a coupon, or circle a bingo card. 

It should also be made abundantly clear what the reader can anticipate receiving, such as additional information, the arrangement of a demonstration, a salesperson calling them, or a free sample to try out. Also, the reader shouldn't have to approach too close to read this (you shouldn't write either this or your phone number in fine type), as it should be easily readable from a distance. Keep in mind that when a salesperson asks for the order or gives his or her phone number, it should always be said in a loud and confident manner; they should never whisper.

We have definitely neglected to take into account a great number of important market, demographic, and individual considerations. However, if you are successful in meeting the major objectives that we have presented, your audience will be compelled to concentrate more intently on your advertisement as well as the product that you are selling. And this is the crux of the matter when it comes to successful advertising.