Many small businesses do not get the success they want from advertising due to availability of very little funds and resources at the beginning of their venture. They put whatever money they can into ads, only to simply fall flat due to the lack of creativity and or information contained in the ads. Whether the ads are put in a local newspaper or printed in the famous periodical, or posted on a website, the money invested should gain the desired outcome. There are some common mistakes small businesses and professional service providers do when designing and posting ad advertisement, which leads to the failure of the advertisement.
Bigger is better is believed in by many. That is exactly what some of the small organizations think when they want to advertise their product. They think bigger and select a medium where they need to invest a lot of money, but do not reach the targeted market. Like if a company specializes in designing diet plans and wants to help out people who had disappointing results from their individual diet plans, and the company chooses to advertise a full page in the local paper instead of running advertisement in a health magazine, obviously not many of the dieters will notice the advertisement and the advertisement doesn’t get the desired attention.
So the point is, to come up with the best campaign, which will increase the probability of the ad getting viewed and the right customers trying to buy the product or sign up for the service.
How can this be achieved?
- Studies and research on your product/service
- Targeted audiences
Once getting the list of newspapers, magazines and magazines meant for the customers in mind, find out how many readers they have and the cost they ask for posting the ad. Special deals are offered by them from time to time and can only be found by watchful eye.
It is estimated that everyday people are subjected to around three thousand commercials. That is a huge number and if someone desires to be noticed, they should certainly be different from the competition. Not only the services and product sold should be unique in the market, the ad should be as well. For example, if a business selling mattresses says, “We sell mattresses”, it will not make the statement they would like and be passed off as any other mattress ad. But if worded to say, “We sell mattresses built of the finest quality”, it will make the ad stand out in the crowd. Other catch phrases may be like this, “Suffering from back pain? Try our mattresses!“, “Tossing and turning at night? Maybe you need a new mattress.” Be more specific with your target audience, and it will catch the eye of those who are suffering with those issues. The ad should also focus on the uniqueness of the product and how it is better compared to your competitors.
Focusing on the problems of the customers and giving a solution for them, is what a customer is in search of. A customer does not buy the product/service just for the product/service, they buy it for the benefits in the form of the product/service. The real value of the product/service should be realized and a clear picture of it should be presented to the customer so they will be able to relate with the product/service. If the ad does not specify the solution it can provide, the customers will never know of it. So focusing on the customers problem is what some ads miss.
The last thing missing in most of the advertisement is motivation for the customers. If the advertiser has designed the ad and the customer had read the ad, all efforts and money invested will be wasted if they do not get up and do something about it. It should not be assumed that the customer knows what to do, instead the advert should influence the mind of the customer and should tell them what to do. This is where a “Call to Action” is needed. Call to action tells the customer what they have to do to get your product/service, it has all the information needed to draw them into getting it. The message should sound confident and clear, this is what you have to do to get my product/service.
Start focusing on these key elements for your ads and you will start to see positive results.