Getting Your Message Across
Whether you are producing a postcard, brochure or an email blast, the advertising that you are sending out has two main components:
- The graphics that you have chosen, and
- The copy you have written.
While the purpose of the graphics is to catch the recipient’s eye, it is your copy that is going to sell your product or service. The following are some helpful hints to get the most out of your text.
First off, it is extremely important that you know the demographic makeup of your client base and that you write your text to cater to your clientele. For example, if your product is most useful for mothers with small children, then having your text highlight how your product will make their lives easier is an important selling point. Since your text will be gender specific, you likely will not have many males reading your ads, but what does it matter if they are not likely to purchase your product anyway. Knowing your clientele also makes purchasing a database easier and more profitable when you are looking for new leads. (See Demographics).
When people read your advertisement, the first thing that they will see is your headline – so make it count. If that headline doesn’t capture their interest, your ad will be tossed, no matter how good the rest of copy is. In one brief sentence, your headline needs to present what is unique and outstanding about your company/product and how your product or service will be of great benefit to them. It will require thought and effort to come up with a sensational headline, but the sales that a well written headline can generate will be well worth it.
Lastly, there are two driving factors that influence a potential buyer to purchase from you. For the most part, consumers are going to purchase for “analytical” or “impulsive” reasons. The analytic buyer is looking for the value in your product, while the impulse buyer is looking for the romance in your product. A well written ad should contain a blend of analytical and impulsive reasons to purchase your product. For instance, if you are marketing minivans, a well written ad would promote the practicality of the van for transporting a family, but would also promote the van’s sporty features.
A well written ad will require both time and effort on your part, but it is the best way to generate and increase sales!
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If you’d like to discuss how we can help you get your message out, call FNBR Inc. at 888-988-8148 or send us an email at email@example.com.