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 firstname.lastname@example.org.
The process of branding your business should be considered an extremely important part of your marketing plan. The branding of your company should be a two part process. You need to establish both a visual brand and a conceptual brand for your company.
Having a professionally designed logo is an investment well made. A professional image goes a long way towards instilling a perceived value in your company. When a prospective client sees your image for the first time, a professionally designed logo will promote the image of an established company that will be there for their client’s needs. In addition to the logo, you may want to include a tagline. The tagline should be a short promotional statement promoting the product or service your company provides.
Producing your conceptual brand is equally as important as the visual brand. When you conceptually brand your company, you want to promote the concept that your company’s products and services are superior to those of your competitors. Think about what sets your company apart from your competition (your Unique Selling Proposition) and promote it. For example, FNBR has been family owned and operated for 35 years. When we brand that information, we are letting our clients and prospects know that we are an established company, that we are experienced at what we do and that we will be there for them in the future.
Unlike your logo, which is usually a constant, your conceptual branding can and should be tweaked over time. Your goal is to let the public know that your company has the expertise and ability to solve their particular problem or need.
Continue the Conversation: Need help branding your business? Contact FNBR via email at email@example.com or Toll Free at 1-888-988-8148.
- Open your envelope or read your mail piece?
- Seriously consider your proposition?
- Accept your offer?
- Take the steps necessary to follow through on that impulse – i.e., stop what I’m doing and call your toll-free number, or visit your web site?
Whether you are selling fitness equipment or complex technological systems, the copy has to make absolutely clear what the product or service will do for the consumer.
- Will it make me smarter?
- Will it make me money?
- Will it save me money?
- Will it save me time?
- Will it help me get ahead at work?
- Will it make me more attractive?
- Will it make people like me?
- Will it impress other people?
- Will it give me more control?
- Will it protect me from harm?
- Will it make me feel good about buying or using it?
Please remember that potential customers are interested in the personal benefits they’ll receive from using or owning your product. And chances are, the things they’d like it to do for them are somewhere on the list above.
If you can’t make them smarter, richer, more attractive, more powerful, or more productive… or if you can’t make their lives easier, more enjoyable, more rewarding, or more fun – consumers would just as soon give their money to someone else who can.
Continue the Conversation: FNBR can be reached Toll Free at 1-888-988-8148 or via email at firstname.lastname@example.org.