Does Your Advertising Have the Right Angle?
Advertising copy is often written with the thought that people care about corporate self-promotion and product descriptions. This type of of company or product centered advertising does not usually perform well because ad copy with the right angle targets specific needs that people care about. If you want better advertising results, write clear copy with a sharp focus on relevance.
Traditional advertising will typically emphasize the delivery of a corporate brand message, but effective advertising is not just about selling a product or a company. Explaining to people how their individual needs will be satisfied is a key to good advertising. What you say to people, and how it is said can make a big difference, and speaking directly to a persons felt need can generate more response.
Example:
Instead of saying, “US Fitness is a national health club operator with the best facilities.”
You might say, “Get in shape. You’ll feel better, look more attractive, and your confidence will shine.”
Cear advertising is more important than corporate creative. You should talk to your potential customers like real people. In a typical conversation, they probably wouldn't say, “I want to start a full service exercise regimen.” They might say something like, “I want to get in better shape.” In trying to sound more professional, some advertising copy fails to clearly answer the key question “Why is it important to me?” which is what people really want to know.
Effective advertising works best when it is directed at needs that people already care about, which is speaking to a felt need. Most people probably don’t have a burning desire to drive out of the way to get to a crowded health club and exercise, but millions of people wish they were healthier, looked better, and felt more confidence.
Questions and Answers
Keeping your customers informed at all times will keep them coming back for many years. Let your customer know that your doors are still open even in an economical slowdown. You must follow up with them often, keeping ahead of your competition and not allowing them to cut in front of you.
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70 Percent of businessesfail in their first year of trading. Most fail as a result of poor or NO advertising strategy. Global Brands spend over $25Billion on advertising on the average, most of the budget spent on TV and outdoor advertising. This article will give you pointers on advertising on a tight budget
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