Did you know there are 5 major components to creating excellent advertising copy? Also, the order you present these in is essential to your success.
- You Must Command Attention
- Showcase the Benefits of your Products/Services
- Prove the Benefits Beyond Doubt
- Persuade Readers to Embrace the Benefits for Themselves
- Call Them to Take a Clear Action
Advertising is sales put into print form. You must consider the unique benefits your products/services offer and show these to prospects in the most persuasive way. Emphasize the results, never the features. Ultimately your customers only care about results delivered to them. Nothing else.
How about we take a moment to discuss each of these components:
- You Must Command Attention: This is done using a powerful headline. You need a real attention-grabber. One that makes prospects want to know more about you and your products and/or services. Top headlines portray the benefits and do so vividly. They show how their problems will be solved or avoided using your products and/or services. So, it sounds weird but the headline is actually the advert for your advert.
- Showcase the Benefits: You gotta quickly show readers the benefits to them and, more importantly, show how they will solve or prevent a real problem. They must see what’s in it for them in super simple terms. Include information that is useful, clear and factual to show exactly what benefits exist and how they will help your customer.
- Offer Real Proof: This is when you prove what your ad is offering. You need to create certainty that you have a proven method to deliver on your products promise. Employ any information that establishes your credibility and past ability to perform/deliver.
- Persuade Them To Embrace: Include compelling reasons why your potential clients should purchase from you instead of your competitors. Don’t be afraid to use a hard sell approach and create some level of scarcity. This makes your prospects feel like they must act quickly or lose the opportunity to solve their problem using your great solution. This leads straight into the final component required in your advertisement.
- Strong Call to Action: You must compel your prospects to DO some particular thing. To visit your website, sign on for your cool newsletter, buy your products, contact you re services…some direct action is called for AND YOU MAKE THAT CALL. Offer them a free report, a sample, a product demo, a bonus, an in-home or on-site consultation, perhaps a limited time offer…whatever you decide it must demand an action on their behalf. There are so many ways to get propects chomping on the bit ready to order. Help them feel like they are getting an amazing deal. Remember, people LOVE to BUY but HATE to be SOLD. The difference is all in how they feel about the decision.
Good ads include all five components and cannot be considered complete if any of them are missing. Sit down and carefully think through each of these components. Figure out how to best combine them for the best effect. We can help you with this. Click this sentence now to get a sneak peek inside our e-Learning system. You will be able to have a (limited) look around at the sort of content we can deliver to you – including much more on how to write advertising copy. Enjoy!
Direct response marketing is advertising that demands a pre-determined (by you the marketer) response from potential customers. This type of marketing is used to answer questions, present your branding or products and speak to the reason you do what you do. Customers enjoy this interaction because it’s not just a one-way communication. They get to choose to respond, whether by signing up for a newsletter, posting a comment on your blog, or through purchasing one or more of your products.
Generic brand awareness advertising may be popular but it is NOT direct response marketing and NEVER returns as good an ROI as well-targeted direct response marketing will.
What does direct response marketing look like in practice? Well, there are many forms of it, including:
Pay Per Click e.g. Google Adwords
Radio and TV ads
Coupons or other incentives
Telemarketing – usually experienced as, you know, those pesky calls at dinner time!
Some advantages of direct marketing are:
It can be a great way to use your time during any lulls in business activity
Productive way to communicate and empower you to create more relationships
Great way to up- and cross-sell to current customers
Low cost way to rustle up new business
Use it as leverage to turn small sales into large sales
Supplement your current marketing program
Cost-effective way to reach your target markets
Offers measurable results
Reach outside your local area for new business
Increase the effectiveness of your sales force
A huge advantage of direct response compared to awareness marketing is that the responses asked from the recipients can be measured. This means you can quickly know the effectiveness, or otherwise, of your marketing. So you can tweak copy or make other adjustments to improve desired response metrics or even cull advertisements if you find that your targeting/messaging was off.
Ok, let’s learn how you find a target market of prospects so you aren’t tempted into wasting your precious resources doing blitz, also called “awareness”, marketing. Ask yourself these two questions:
- What do my potential customers actually want to buy?
- What are the products they are already purchasing that are related?
When you know this you’ll know who is more likely to buy your products/services. Then, find other businesses having the same type of customer base that you can share clients with. Cook up a good incentive and work establishing a great joint venture arrangement that will encourage your combined customer base to shop at both of your businesses.
The underlying concept is:
Find existing businesses having the same customer profile you are looking for so you can market your products and/or services to them.
Strike up a relationship with these business people and together work out an incentive for prospects to purchase from both businesses.
Do this and you’ll have an additional audience to pitch to and your JV partner/s also generate an added value from their current base.
So, how do you work out the numbers? Here’s a great method by Jay Abraham:
LV = (P x F) x N – MC
What it means:
- LV = the customers lifetime value
- P = the average profit margin per sale
- F = the amount of times a customer purchases per year
- N = how many years customers buy from you
- MC = the cost of marketing each customer (total expense divided by the number of buyers)
When you’ve calculated how much you spend to attract every new customer, you’ll know what size of an incentive you can offer to another business to help attract new customers from their customer pool.
Here is your process set out step-by-step:
- Search out other businesses already having the customer base you want to tap into.
- Figure out then negotiate an incentive that will have them keen to share their customers with you.
- Focus your marketing efforts and resources on this group of already targeted consumers.
Go get ’em! Remember, if you want guidance working your way through the above process we’re only a few clicks away.
How do I do this educating and about what, you may be thinking?! Well, chew over this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your precious time retaining current AND former customers. These are people you already know to be good sales potential…they’ve already bought something from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers. You will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers:
- Stay in contact: This means in-person, by phone, newsletter, email, heck even by carrier pigeon if you have too!
- After-Purchase Assurance: This means following up with customers. Your customers must feel they are being supported for purchasing and with the item they purchased. Have you ever purchased a product, then felt more or less abandoned? Yeah thought so. Something as small as a simple Thank You note containing your customer service information can go the distance in retaining a good customer.
- Deals or Guarantees: Make sure to offer current customers the best deals and guarantees you have. Show them you actually do appreciate their business. Prove this by coming up with a loyalty club specifically to reward faithful customers. Preferred pricing for them is another way you can show your appreciation is real.
- Integrity: Employing excellent business practices and simply showing integrity, honesty, and always treating them with dignity go a long way towards keeping customers satisfied. Face it, truth is there’s a lotsa crappy swindling going on out there so the safer and more confident your customers feel in your care, the more they will never want to leave. That makes for a wonderfully supportive, happy, and loyal customer.
The cornerstone factors trinity essential to a top-line business:
- Premium products and/or services
- Offering products/services solving a real problem for, or that enhance the life of, a customer
- Offers your customers find compelling
Educate your customers by offering them really useful information and insights. You will be rewarded with their loyalty and the success that must follow.
Don’t waste all your time wooing new prospects if your current clientele is falling by the way!
Jay Abraham said, “Your best prospects are your current customers. If you’ve been putting all your advertising and marketing efforts towards acquiring new customers, stop and divert some resources into reselling, upselling, cross-selling to those very same people. In every way possible stay in touch with those customers and get them used to buying from you by using package inserts, special promotions, regular mailings, et cetera”
So, there you have it! Remember, our FREE sneak peek can help you put together the resources and tools to do just what we’ve been discussing. We can help you whenever you’re ready to start. You will watch the benefits pay off many times over. Your only regret will be that you didn’t take up our offer sooner.