We are continuing our conversation about the top six mistakes that advertisers make. So far, we have talked about the importance of having a goal and the problems with trying to advertise in to many mediums. This week we are talking about the actual ad. The third mistakes in our top six list is below:
Placing ads instead of a campaign. Smart advertisers have a consistent theme, their offers may change, but the theme and message remains consistent.
What is it that you want people to know about you? Actually, that is not the correct question. Please don't be offended, but what you want them (your potential customer) to know about you and what they (your potential customer) want to know are very different.
Most advertisers will say something like, we are locally owned. We have a friendly staff, etc, etc. What your customer wants to know is how will doing business with you improve my life. What are you going to do for me? Talk about me, not you.
So what is your constant theme? Is it based on knowledge of your staff. When you do business with us, we will provide you all the information you need, we will walk you through it.
Is it based on customer service? If it is, put some meat with the claim. For example, "If someone has not greeted you and offered to help you with in ten seconds of you entering our store, we will hand you a $50 dollar bill." People will hear that and test you.
What is your promise, what do you stand for, how will you improve your customers life. Determine that and then tell them in every ad, build a campaign around those issues. Just be sure your staff is delivering on what you are promising.
Good Luck.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment