Ways to Make Your Advertising More Effective – Part 4 – Target

February 23, 2014 in Blog, Video

Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!


effective advertising

Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!

Very similar to last week’s article on relevance is targeting. To be honest, KNOW YOUR TARGET should be the first rule of advertising for anyone. Who are you trying to reach?

Defining your target is very important! Take some time to think of who your customer should be.

Here’s a chapter from my upcoming book – GORILLA MARKETING

We’ve been talking about gorillas. Let’s talk about rhinoceros for a moment. I’ve read that rhinos can run more than 35 miles per hour. I’ve also read that these magnificent beasts can also only see about 30 feet in front of them.

When you consider the sheer power and strength of a rhinoceros traveling at full speed, it’s no wonder that a group of rhinos is not called a “crash”.

As I speak with business owners, I’m often surprised at how many of them do not have a clue what they are shooting at! Sometimes they don’t know who their current customer base is. Sometimes, they know who they WANT to reach, but have no idea how to reach them!

They’re running like a rhinoceros – full steam ahead, running faster than their eyesight will allow!

When businesses run full steam ahead without a clear target, and without clear vision – there’s bound to be a disaster!

I grew up shooting firearms for recreation with my father. Occasionally, you’ve got to make adjustments to rifle sight to make sure the gun is in alignment. You start by aiming at the center of the bulls-eye, and then looking to see how close to that target you hit. If a gun sight is out of alignment, you can tell how to adjust that sight to be make the shooting more accurate.

When defining your target – the first thing you need to evaluate is :
WHAT ARE YOU HITTING?

Who are your current clients/customers? How did they find you?

If you don’t know this – the first thing you need to do is to start asking questions.

Have you ever been asked for your zip code during checkout at a store? Have you ever noticed a “How did you hear about us?” question while filling out a web-form?

Before you can determine who you want to reach – you need to figure out who you are reaching. And you’ve got to have some way to measure and track this information.

1. Train your Staff people to ask every customer how they heard about your business. Start tracking (on paper) what medium referred them. In fact, make this a priority by re-vamping job descriptions to include tracking responsibilities for every staff person. Reward staff members who do it well, and reprimand staff who neglect this.

2. Start a Customer Database. Some businesses get customer information automatically, others have to be creative to find ways to collect the data.

If your organization collects contact information and data on your clients – be sure to study and weigh that information to determine more insight into your clients.

If you are not set up to gather basic demographic information – offer a gift certificate or a prize, and require their information to win.

Again – studying who your clients are will give you a good idea of who your target should be. It’s LESS expensive to try to reach the type of people that you are attracting than it is to re-tool your entire business to reach a different demographic. (You may find that you need to change your methods, or reach a different demographic, but do so after carefully weighing the costs)

Once you get a good idea of who your current client base is, and you determine whether or not you need to expand that target, then it’s time to
WRITE DOWN YOUR TARGET.

I know I emphasize writing things down a lot. There’s a reason. It has been proven that people that have written goals are 90 percent more likely to accomplish them. I suggest Printing out a target – and writing your target clients across the bulls-eye. Then hang that on the wall next to the place that you do your marketing work.

Your target might be 19-35 year old men who are interested in sporting goods.

Your target may be – low-income families and elderly people living within walking distance of your grocery store.

Write that target out – and make it a visual.

Once you know who and what your target is –
ASK QUESTIONS OF PEOPLE THAT FALL WITHIN YOUR TARGET.
Find out what values they share. Research their spending habits. What styles of music, clothing, and design seem to consistently represent them? Put together surveys, or ask them personally if the advertising campaign you have in mind would get their attention or persuade them to buy.

We live in a culture built from tribes – many sub-cultures with varied tastes and appetites and needs. You may have country music loving rural people. You might have tattooed and pierced younger adults. You might be reaching athletic teenagers. Your market could be saturated with single career moms. Your target may encompass a few varied “tribes” with a diverse set of interests and characteristics.

It’s up to you (or your marketing person) to determine what “language” you need to use to connect with the tribe or tribes in your target audience.

Need to make YOUR advertising more effective? Need some help with design, copywriting or strategy?
I can help you out! Shoot me a message, and let me know how I can help!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

Ways to Make Your Advertising More Effective – Part 3 – Relevance

February 17, 2014 in Blog, Video

Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!

effective advertising

Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!

Relevance can mean a lot of things – but the most important thing I’m talking about is – does your ad fit within the context?

If you live in a mostly white rural community, and your advertising features an ethnic model – does it make sense? (it MAY – depending on what you are advertising)

Does your ad speak to a need?

Is your ad in the type of media that will get it noticed?

Your advertising dollars are not necessarily best spent by the people that come knocking on your door or calling you on the phone! Make sure that you are getting your ad in the right venue, and that it’s going to get right REACH for your dollars.

If you are running radio or tv ads, are they at a time when people are listening/watching? Are they interesting enough to get people to listen/watch? Why is their station the right choice for you?

Make sure to ask these questions, and compare options before coughing up cash for exposure.

Need to make YOUR advertising more effective? Need some help with design, copywriting or strategy?
I can help you out! Shoot me a message, and let me know how I can help!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

Ways to Make Your Advertising More Effective – Part 2 – Good Design

February 10, 2014 in Blog, Video

Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!

effective advertisingLet me just say, that as a graphic designer by trade, I know I’m going to sound like I’m a bit self-serving, but I know this is true. Whenever possible, pay a designer, and trust him/her to do the job. Tell them what you want, as clearly as possible, and then trust them to come up with it. Make sure to ask for design samples first, and if you really want to get more out of them, send them examples of ads that you like.
That being said, I’ll write the rest of this article assuming that you’re going to do your own design.

I can’t teach you everything you need to know to become a professional. But I can tell you a few tips.

1. Keep it readable.
Don’t make your fonts too small, don’t make your backgrounds too dark, or to light. Make sure that you can read your ad very easily. If they can’t read it, it doesn’t do you any good.
Negative type (white text on a black background) is acceptable in some circumstances, but try to avoid it, especially with small body text, as it can be hard to read.
LESS CONTENT that is readable is better than MORE CONTENT that is too small or crammed to read.

2. Typography
Again, keep it readable. Some fonts, especially cursives and scripts can be hard on the eyes or hard to make out. Make sure that you pick a typeface that is easy to read.

At the same time, if you can pick typefaces that are not overused, you’ll be better off.
AVOID
1. Arial
2. Times New Roman
3. Papyrus
4. Comic Sans

If you want to get some fresh fonts, try these sites:
http://www.dafont.com
http://webdesignledger.com/freebies/20-new-high-quality-fonts-for-your-designs

Another quick typography rule. Be careful when mixing fonts. Sometimes, people can look at a design, and know it doesn’t look professional, but they don’t know why. One of the things that cheapens design is inappropriately mixing font types.

A SERIF font is a font that has the little lines at the end. (Times New Roman)
A SANS SERIF font is one that does not have the lines at the end. (Arial)

If your HEADLINE is a SANS SERIF font – all of the body text beneath it must be SANS SERIF. You can use different fonts, but make sure they are in the same family.

If your HEADLINE is in a SERIF font – you ARE allowed to use sans-serif beneath it.

It’s a silly little rule, and it’s hard to explain, but you’ll know it when you see it. There are times when it’s acceptable to break the rule…. But you should assume that you shouldn’t.

3. Photos / Pictures / Graphics

-Do NOT use clip art from MS Office. This does not make good design.
-Do not just google image search and grab an image. This could saddle you with a cease and desist letter and a huge bill to pay from the person who sourced the image. With Google’s “search by image” feature – it’s a lot easier to get caught. Learn how to use the “advanced” search feature in google, how to search by liscence, or look for free stock photo websites like Morguefile
-If you need to resize your image, PLEASE drag it from the corners, while holding the shift key. This makes sure that the aspect ratio of the image stays locked. If not – you make skinny things get fatter, or short things get taller, and it looks cheap. Please, for the sake of designers like me who cringe everytime we see it, resize your images properly!
Need to make YOUR advertising more effective? Need some help with copywriting?
I can help you out! Shoot me a message, and let me know how I can help!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

Ways to Make Your Advertising More Effective: Good Copy

February 3, 2014 in Blog, Video

Advertising is expensive. You don’t want to
In this six part series, we’ll be talking about how to make your advertising more effective. Make sure to check out the other posts in the series to get the big picture!

In our first installment, we’ll discuss one way to make advertising more effective – GOOD COPY.

effective advertising“Copy” is not just what you do at the Xerox machine. In the advertising world, the word copy refers to the text in your message. If you want your ad to be effective, you have to have good copy. In fact, you’ve got to have excellent copy.
To often, advertisements end up as little more than a business card. To me, that’s the equivalent of standing inside the window at your store, and waving and smiling to people as they drive by. You might get someone to respond, but for the most part, you’re just throwing your money away. Your ad HAS to have more than just your name and phone number.

While some ads may have more detail then others, this is my breakdown of what a successful ad contains:

Introduce Yourself
Tell us who you are. Your logo, your branding, or your history or background will help you establish your brand, and prime the listener for your message.

Identify the Pain
Every product or service is meant to solve a problem, right? Identify what problem YOU solve for your potential customer. Make sure it is relatable, and tangible.

Explain the Benefits
How does your product or service answer “the pain” or the problem? What do you have to offer?

Identify the Value
Explain the WORTH (not necessarily the price) of your product. This might include comparisons or testimonials.

Risk Reversal
Do you offer a money back guarantee? If so, this is a good place to make it clear that you’ll take the risk away for them. It doesn’t work for every situation, but if you offer any kind of guarantee, this amps up the VALUE of your offer.

Call to Action
A call to action is best when it is CLEAR, BOLD, and IMMEDIATE.
“Call us TODAY for more information!”
“Stop in today and ask for Mike!”
“Click here to subscribe!”
This is the second most important part of your ad – some would say it’s the most important. Give them clear instruction for what you want them to do, when you want them to do it, and be sure to make it bold, capital, and/or have exclamation points! Make it sound and seem exciting!

Contact Information
This should be included near or in your call to action. Give them clear instruction for how to give you the money. I can’t tell you how many times I’ve seen this simple, and MOST IMPORTANT step missed!

Need to make YOUR advertising more effective? Need some help with copywriting?
I can help you out! Shoot me a message, and let me know how I can help!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

Free Advertising Secrets – Part 4

December 23, 2013 in Blog, Video


In this series, we’re going to look at some ways to get advertising, without spending one  red cent. (or any other color for that matter.)

Note – nothing in life is truly free. I would never recommend that someone develop an advertising strategy without some kind of budget – but the point of this is to demonstrate that advertising does not always need to be expensive, and that you can trade TIME, ENERGY, and CREATIVITY for MONEY when it comes to communicating your message!

So – Part three of our series:

4.  Gorilla (Guerrilla) Marketing

I’ve started and not finished a book on Gorilla Marketing – some day I’ll wrap it up – but my awesome clients have kept me very busy with work – so sometimes my OWN writing gets stuck on the shelf – like the saying about the hairdresser’s hair looking the worst….

but the idea of Guerrilla Marketing is that it’s an alternative and low cost way to get the word out – typically by replacing a big budget with a  lot of creativity.

Here’s what Wikipedia says about it.
Guerrilla marketing is an advertisingstrategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.

Here’s a FANTASTIC article that gives you some Guerrilla Marketing ideas

Why not think outside the box?

 

Do you need some help coming up with some marketing strategies?

CONTACT ME TODAY – AND I’LL HELP YOU BUILD A MARKETING CAMPAIGN TO SHARE YOUR MESSAGE WITH YOUR TARGET!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

or call: 814-636-0152

Free Advertising Secrets – Part 3

December 16, 2013 in Blog, Video


In this series, we’re going to look at some ways to get advertising, without spending one  red cent. (or any other color for that matter.)

Note – nothing in life is truly free. I would never recommend that someone develop an advertising strategy without some kind of budget – but the point of this is to demonstrate that advertising does not always need to be expensive, and that you can trade TIME, ENERGY, and CREATIVITY for MONEY when it comes to communicating your message!

So – Part three of our series:


 

3. Publicity

Publicity is pretty simple, actually. It’s getting media attention that you didn’t pay for. The secret is learning to write a press release, and submitting it to all of your local media outlets.

There’s also an element of building a relationship with your local media – and to be honest, I plan on writing a book about the art of publicity in the future – but I’ll give you a few tips now.

A) Do something newsworthy. Chances are good – a LOT of what you do might already be newsworthy. If you have a fairly public type organization, a new staff person might be worth of a press release. If your company makes a charitable donation, or if you get your employees to volunteer to do some kind of community service – these things are worthy of a press release.

Don’t miss up on any opportunity to get news coverage.

B) Write your press release as though it is an article in the paper. If they don’t have to edit it – they’ll like it even more – but keep in mind – they MAY edit it. They may also NOT publish it. But keep submitting to your local news outlets (radio, tv, newspaper, local blogs, etc) anyway!

C) Follow up with a THANK YOU every time one of your press release gets published. It’s about the relationship. If the media LIKES you – they’ll publish future releases. Be a friend. It will come back to you.


Do you need some help coming up with some marketing strategies?

CONTACT ME TODAY – AND I’LL HELP YOU BUILD A MARKETING CAMPAIGN TO SHARE YOUR MESSAGE WITH YOUR TARGET!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

or call: 814-636-0152

Free Advertising Secrets – Part 2

December 9, 2013 in Blog, Video


In this series, we’re going to look at some ways to get advertising, without spending one  red cent. (or any other color for that matter.)

Note – nothing in life is truly free. I would never recommend that someone develop an advertising strategy without some kind of budget – but the point of this is to demonstrate that advertising does not always need to be expensive, and that you can trade TIME, ENERGY, and CREATIVITY for MONEY when it comes to communicating your message!

So – Part two of our series:
2. Market to Existing Customers – Upsell – Re-engage – Word of Mouth
We talked in our Effective Advertising series about building a relationship.
This is where that comes into play.

Upsell – When someone is in your store or at your desk, or on the phone – train your sales staff to UPSELL. Make sure that no matter what you are offering – there’s always another product to offer. Make it easy to bundle in additional services or products. “Do you need a hammer to go with these nails today?”  “Since you’re getting car insurance with us, are you interested in getting a quote for your homeowners insurance today as well?”

This advertising happens solely by asking one more question with every transaction. Cost – FREE.

Re-engage – If you have a company newsletter, or a call list –  or some other way to follow up with and re-engage your previous/current customers – you’ll find what powers every successful business – repeat customers.

Word of Mouth – Want to build a good word of mouth campaign? Train your workers to encourage your customers to tell their friends. Also – if you make a customer happy – get a testimonial! Just ask them to write you a review on your social media page – or have them email you their thoughts – and then use that testimonial to get the word out! You can use these in your PAID advertising as well – but if you build into your system the idea that your services are good enough to tell others about – then you train your staff to encourage all of your customers to spread the word!
“Thanks for stopping in today! Tell your friends about us!”

Another good idea –  encourage people to CHECK IN on facebook or another social media when they stop in.

If you want to spend a few dollars – you can look into a building a referral rewards program. My friend runs an insurance company. His referral program works well. He gives a small gift for each referral, and then enters them into a monthly and yearly drawing for bigger prizes. He sends his small gift with a thank you note – and reaps a fantastic amount of new business from referrals.

Do you need some help coming up with some marketing strategies?

CONTACT ME TODAY – AND I’LL HELP YOU BUILD A MARKETING CAMPAIGN TO SHARE YOUR MESSAGE WITH YOUR TARGET!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

or call: 814-636-0152

Free Advertising Secrets – Part 1

December 2, 2013 in Blog, Video


In this series, we’re going to look at some ways to get advertising, without spending one  red cent. (or any other color for that matter.)

Note – nothing in life is truly free. I would never recommend that someone develop an advertising strategy without some kind of budget – but the point of this is to demonstrate that advertising does not always need to be expensive, and that you can trade TIME, ENERGY, and CREATIVITY for MONEY when it comes to communicating your message!

So – Part one of our series:
1. Leveraging the Power of Social Media
The more strategic you are with facebook, twitter, linkedin, google plus, and your blog, the more effective you’ll be.

A) Let’s start from the beginning – set up an account  or a professional profile on each of the above social networks.  Invite your network – you should be able to import your contacts, which should help.

B) If possible – link your blog to automatically post there. (You can use If This Then That  http://www.IFTTT.com  to set up a recipe that will automatically post from your blog.)

C) Make a strategy. You can just post random things as they happen, or share pictures of cats. But your most effective social networking will come with a strategy. Figure out what you are going to post, and when. Then take the time to schedule your posts. (you can use a program like hootsuite if you want to schedule across networks.)

D) Post regular, Post Often, Have Fun.

E)Think about a budget. YES – We’re talking about free advertising. But if you CAN put a little cash on an ad campaign on facebook or twitter – it will be effective in building engagement. You don’t have to spend it. If you’re GOOD at social networking – you might not even need to spend any. But it can’t hurt!

Do you need some help setting up your Social Media Accounts, and optimizing them for results? Do you need help coming up with a social media strategy?
CONTACT ME TODAY – AND I’LL HELP YOU LEVERAGE SOCIAL MEDIA TO YOUR ADVANTAGE!

First Name (required)

Last Name (required)

Your Email (required)

Subject

Your Message

X
- Enter Your Location -
- or -