Before you continue to invest in advertising, you should evaluate your advertising and determine what can be done to improve your return on investment. Use proven advertising solutions and your results will improve.
Target
Define your target audience. Pick an audience that is in most need of your products and services. Understand demographics and psychographics. Write your message to appeal directly to your target audience's needs.
Media
Pick media that is read, watched or listened to by your target audience. Use a type of media that best lends itself to your message. For example, if a visual representation of your product or service is important, do not advertise on radio.
Testing
Never assume the returns from an ad you place cannot be improved. Commit to testing your advertising. The first place to begin your testing for a text ad is the headline, since it determines if the recipient of the ad becomes interested enough to want to see or read the remainder of the ad. Invest at least 50 percent of your time creating multiple headlines. Pick two headlines to test. For example, if you are sending out an email advertisement, split your email list in half and use two different subject lines. Measure what percent of recipients open the email and take the action desired for each of the two subject lines. Pick the best subject line and test it against a new subject. By continually testing, you will continually improve your results.
Call to Action
Unless you are using institutional advertising, incorporate a call to action in your advertising solution. A call to action tells the message recipient exactly what you want them to do. For example, a print advertisement might say, "Pick up the phone and call 555-1234 to take advantage of this special offer."
Use Emotion
Many prospects buy for emotional reasons even though they may justify a purchase for rational reasons. Make sure you incorporate an emotional appeal in all of your advertising. For example, a hairdresser might promote "Turn heads as you walk into the room," appealing to the emotion of vanity.
Future Pace
Have the prospect imagine what it would be like to have purchased the item being promoted. For example, "Imagine how much more confident and happier you well feel after you have had a facelift. Everyone will compliment you about how great you look without knowing the reason why."
