Advertising does work

In today’s climate, people have been looking at ways to reduce costs in their business. Some have made a decision to stop advertising, which can be a high-risk strategy and often lead to the competitors gaining extra market share.

I often hear from clients that their advertising is not working. After investigation it is often that the client has only placed one or two adverts in the publication or the advert does not demonstrate the capabilities or have that instant impact.

What I would recommend is getting your advert to have the WOW factor. It is worth spending that little extra money on putting together a professionally designed advert, with great copy and images.

I would also recommend taking advantage of planning your campaigns so you can book in advance, normally getting a reduced rate. The more you are seen, the more prominent your brand will be.

To help generate great adverts I have followed a system called AIDA that was first created way back in 1898. If you follow AIDA it will do wonders to your advertising.

Attention

You have to stand out. Make a great first impression and grab the attention of your customer. How do you do that? Be different and professional. You can't stand out if you look like everyone else or if you knocked something up in publisher.

Interest

To create interest in your product or service, you must demonstrate its advantages and benefits. A feature is an attribute of a product. A benefit is how that attribute can help your customer. It’s like going to a TV shop and reading lots of features, what do they all do?

Desire

Closely related to interest is desire. Move from discussing benefits to specifically how those benefits will help that customer – we call it the ‘you appeal’.

Action

Finally, your customer needs to take action. Usually this is buying your product or service or making the call. The action is whatever you want it to be.

I hope this has helped you make your planning decisions on how you should advertise in print. If TWO Marketing can help with your advertising designs, please contact us through our website at www.twomarketing.co.uk.

Some of our recent adverts