With the exception of maybe a tiny percentage, many businesses are always running some form of marketing or promotions campaign. It is not just for fun, but to keep the business visible and ensure that sales never drop. But not every business running an ad is seeing the due results. One reason for this can be the advert material itself, which is unarguably very critical to the success of the campaign.
When you come across some advert materials, it does not take you 3 seconds before deciding to click the link. Sometimes, you know that you do not have the money to make the purchase right away, but you still click it to keep the connection for later. For some other advert materials, you cannot wait 3 seconds to scroll right past it.
There are levels to create effective ads that convert, no doubt, but there are also tips you dare not take for granted. After all, you need new customers because your business will fail without them. You apply these tips to creating advert materials like Brochures, E-mails, newsletters, Postcards, Websites, e-flyers and hand-bills, etc.
What Makes You Stand Out From Your Competitors?
On average, people stumble across 1.5 sponsored posts/ads in every 5 posts on social media. This means that if you do not figure out and focus on what stands you out, you will get lost in the sea. What is that feature that will make your potential customers buy from you instead of your competitors? Show them why you should be their number one choice and why they shouldn’t even consider your competitors. Your USP (Unique Selling Point) will help you reach your targeted audience in time.
Dominos pizza “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.”
Chicken republic “extraordinary Chicken for extraordinary people”. There are many more businesses that have created a slogan or a piece for themselves to stand out.
The goal here is to discover your USP yourself. You cannot be doing the same thing everyone else is doing. What extra value do you offer? Figure your difference and hype it up.
Get out a pad of paper and some pens and have fun with this task. I am sure you will start coming up with brilliant ideas right off!
Use a strong headline; Grab their attention
To grab the fleeting attention of your customer, you must create something exciting and sustaining.
The question to ask yourself is, who are you attracting? What are you saying to them? What would get their attention? Sometimes, I get marketing emails with captivating subject/headlines that get me to open the mail right away. If your headline does not provoke curiosity in any form, discard it.
Talk about the benefits not the features
Telling them the features of your products is important, but explaining the benefit to them as the end user will work better for them. People are more attracted to things that can benefit them than just what they can do. For instance, you do not need to tell customers the software you used to build their website, when you can simply tell them that it has a beautiful and interactive interface.
- List all your services(or products)
- For each, list out what it does (features)
- Then next, list out what it does for the user, how it makes their life better (benefits).
Give them an offer they cannot refuse
When making an offer in your advert materials, try to poke holes. Ask yourself; “if someone made me this offer, can I refuse it? Will I be in a hurry to take it before I miss it?” Always try to convey to your audience that they could be missing out on something huge if they do not take action right away.
Take away their fear; make your offer as risk-free as possible.
People are nervous when it comes to spending money. They won’t want to spend their money on something they are not completely sure about. Some business owners stress ‘’no refund policy’’ ‘‘no exchange policy” and “no this, no that” in ad materials that are supposed to assure them. This can scare your potential customer away as they fear if they are not satisfied with what they purchased from you, they cannot get their money back or exchange the goods either.
A lot of people instantly feel better about a product if the company is willing to stand behind it. It shows that your product is worthwhile and that you are not afraid to back it up with a risk-free guarantee.
The call-to- action (CTA)
Don’t just tell your potential customers about what you have to offer. Encourage them to take action. Tell them directly to click on your ad, order your product, pay for your service, etc.
For example, your “call to action” can encourage people to contact you for more information, fill out a form to find out more about your services, join your weekly or monthly class or purchase your product or service. It could even direct users to click on your ad to take them to your website rather than just looking at the advertisement. You need to use exciting words and persuasive language to give that extra push.
Even if your potential customer is ready to buy immediately, they still look out for the testimonial or results of someone else who has used the product. For example, I usually don’t buy anything until the vendor sends me a review. It doubles my encouragement to buy. Seeing is Believing, I will rather say convincingly. Today, countless people rely on online reviews when shopping for new businesses, products and services. Read up more on how to play the review game to boost sales for your business.
Use exciting graphics
People are visual. Attract them with colourful graphics. What is an advert if not an attraction? Feed their eyes with what they want to see. Plain text on a blank space won’t do the trick, it would be so boring. Get creative. Outsource or hire an expert if you cannot come up with something on your own.
No sale made is independent. In fact, every successful sale has the potential to bring about 4 others. The big question now would be “did you deliver on your promise?” While you are trying to make them an offer they cannot refuse, be careful not to make an offer you cannot deliver. There is nothing worse than a negative review from a dissatisfied customer. In fact, one of such reviews can stop tens of new purchases. Deliver on all your offers, and watch your customers become your ambassadors.