1. Develop a detailed marketing plan or have one developed for you.
A marketing plan will provide you with a travel plan and a map. Areas covered in a marketing plan include:
• An internal/external situational analysis
• Positioning, Core Competencies
• Strategies and Tactics
• Market Research
• Implementation Schedules
• Evaluation Strategies and more.
A professional marketing plan pays off in great dividends by eliminating wasted advertising and marketing efforts and unnecessary costs. Call on experts to create and develop your marketing plan.Make your advertising decisions based upon research and a formal marketing plan.
Make sure to focus your message on what is important to your audience, and not yourself. Potential customers rarely care about what’s important to you. They only care about what you can do for them. Harsh but true.
2. Plan your advertising calendar several months in advance.
Failure to plan advertising in advance wastes a lot of your money. Rush charges, poor vehicle choices, rate increases, poor creative and poor copy are common results of failing to plan in advance.
Figure out the number of ad insertions that will make sense and negotiate a contract with the various media suppliers.
3. Test your copy and your ads.
Only by trial and error will you be able to set a baseline as to the best response rates for your ads and copy. It is very important to maximize response for the amount of dollars spent. Sometimes re-phrasing copy or adjusting ad layouts can mean the difference between an average response and a great response.
4. Hire professionals to handle your advertising.
When you need to advertise, hire an ad agency. You need to concentrate your time and efforts in areas of your business that you’re proficient in.
You can lose a lot of time and money while trying to act as your own ad agency. Agencies are experts. They charge for their time and experience and have one goal in mind: To get the best results for their clients in order to keep those clients. Many times, ads done by amateurs lack the true market drivers of an audience. An agency will research your market and your audience to learn the real issues concerning your product or services.
5. Save copies of all of your ads, press releases, and printed collateral. Make sure to provide as much information as possible to your agency.
In order to write the most persuasive copy and to design the most effective ads, it is important for your agency to know what has worked in the past and what hasn’t.
There is nothing wrong with using elements or information from previously successful ads. Your advertising should have some consistent elements from your printed collateral and vice-versa.
6. Make sure that your advertising message focuses on what is important for your audience and not what is important to you.
Saving money, gaining market share pre-empting competition, saving time, peace of mind, and related desires are typical of what your audience is looking for. Your target audience will typically be more concerned about what you can do for them, as opposed to what you do.
7. Avoid misleading or dishonest copy in hopes of converting duped readers into using your products or services.
Honesty and integrity are key to repeat sales and repeat business. If you have to trick your audience to get their attention, you will have a very hard time keeping their attention.