Previously I have stated the need to really identify who your customer is and target that customer. Much of the marketing system we discussed was based on marketing directly to that type of customer.



Television and radio are mediums for blanket advertising not direct type advertising. This maybe what you want to reach the largest possible audience, but if your products only really appeal to a certain type of person, or a certain age group or a certain demographic, then you need to tailor your advertising directly to them and continually asking yourself “What's In It For Them (the customer)”

Advertising is not about spending the most money to make the biggest or flashiest ad. If you are already spending money on advertising, chances are the following points will teach you how to do it far more effectively and generate a much greater conversion rate (actual sale) for the same cost.

Look in the local newspaper, the yellow pages or your industry specific magazines and publications and you will notice an amazing sameness about each of the ads. They all have the company name or logo emblazoned across the top with a picture or catchphrase (or both) and then the contact details.

How do you normally choose a business from these pages? Do you try the one with the biggest ad? The one with wittiest name or catch phrase or the one with the nicest picture? Whichever method you use, understand that it will be different for different people, but most importantly it is also highly ineffective.

It doesn't matter what medium you use to advertise, Always –

· offer something in the introduction of the AD (free report, free advice, free sample or trial.)

· Tell exactly why the customer should contact you and not your competitor (Your USP)

· Be specific in your claims

· Offer a strong guarantee

Testing

Advertising is expensive, in magazines, in the yellow pages or newspapers or on TV. So test first. In marketing we talked about direct mail outs and other forms. From this you should have found which headline and text generated the best response. This is what you should then use in your advertising – and again test and measure the response to this.

People buy on emotion. There are very few purchases we ever make purely on a rational level. When you buy a car, you don't just buy what you can afford. You buy the one you like the look of and the color of. You buy the one that makes you feel good.

Even when a pipe burst and you ring a plumber, that's because you are concerned what will happen if he doesn't come. (more examples)

The most powerful emotion that compels people to spend, is fear. As I mentioned at the beginning of this book and do so throughout, it is not the reality of the situation, but the perception of it that motivates people to act.

Have you ever bought either newspapers or magazines for the adverts in them? Most likely not. You see an ad and flip over to the next page. You do it and I guarantee your potential customers do it – so why make your ad look like and ad and be overlooked?

It has been proven by testing monitored advertisements, that people are 5 times more likely to read an editorial article than an advertisement. You need to understand now, that make the ad look less like an ad and people will read it.

In your advertising, the biggest boldest part of the page (or screen) should be an attention grabbing statement that highlights a problem or concern that your target audience would have (even if they haven't thought of it themselves). Following that should be text explaining why that is the case (instilling the fear). Lastly is the solution to that problem that is offered by your business. Then you can add your business name, logo and contact details.

It is the people who have taken the time to read this ad, who are more likely not to just contact you, but to purchase your goods or services because the main part of the sell has already been done for you by the ad. You have already created the emotional response in them that makes them think they need the product at whatever price you are selling it, rather than have them thinking ‘Do I want that product?' and ‘if so I'll shop around for the best price.'

Measuring response. – As stated previously, it is not enough to just place an ad in the media and hope for the best. Even if you have tailored your advertising to the suggestions I made in this chapter. You need to measure the response to your advertising.

It's possible that the ad is not in a place that reaches your target market. Or it has reached the target audience but is not effective for whatever reason. Therefore you need to have a method of determining where your customer saw the ad and how effective it was.

I can help you with that and every aspect of your business through my step by step, hand holding mentoring program. If you would like more information about this, go to www.SpecialtyShopSuccess.com

At this site you can access over $2,000 of bonuses for FREE to help you and your business.

© Andrew Carter 2008 – not to be reproduced without including the Authors Bio with the article.