Buying a good advertising schedule on the right programs and stations is only part of the equation that will deliver marketing success to your business. A great ad will maximize results.
Here’s are some general guidelines or checklist to ensure you have all the components of a radio or television commercial that will get your prospects to act:
- Does the first 5-10 seconds of your ad speak to your target customer and grab their attention? If not, they probably won’t listen or watch the rest of your ad.
- Do you communicate your unique selling proposition? Something that sets you apart from your competitors?
- Do you solve a problem for your customer or fulfill a need or want they have? A need doesn’t have to be tangible. They may not “need” a new pair of sunglasses because they already have a pair, but their need may be to own a status symbol or to keep up with the latest in fashion.
- Internal frequency- this is especially important in radio. Internal frequency means repeating information within the ad. You want to repeat key information like your business name, your offer and how you want them to respond.
- Create a sense of urgency. You’ve told them why they should buy and you need to give them a reason to act NOW. It doesn’t necessarily need to be a discount or a sale, it can be an item that’s only available for a limited time, a free gift with purchase or special event.
- Tell them what you want them to do. Do you want them to call you, go to your store or log on to your website.
- You don’t necessarily need to have them sold on your product or service in your commercial. That’s a lot to expect from a 30 or 60 second ad. You just need to entice them and get them curious enough to make contact with you, then it’s your job to close the sale.
If you’d like more information on branding, marketing, copy writing and creative inspiration, here’s a list of books and resources we recommend.
Roy Williams is the king of copy writing. His books are written in a humorous, fun to read style.
Ries and Trout are timeless. Every business owner and manager should read their books, especially Positioning and 22 Immutable Laws of Marketing. They are brief and to the point. You could read them in an hour or two.
Godin explains marketing phenomena and social behaviors that cause trends and push products into popularity.
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