Advertising to the Power of One
By Ruth A Brown
As advertising tips go, this has to be the mother of them all. This is the Golden Rule of Advertising, ignored daily at the advertiser's peril.
Advertising Tip No. 1 = One ad, One message.
Since the dawn of radio (and then television and then every medium besides), literally millions of small to medium businesses have fallen into the trap of trying to sell "everything about their business" instead of "the ONE thing" - whilst literally millions of media salespeople beat their heads against the wall when these same businesses turn around and say "hey, that didn't work!".
Put it this way, when a customer enters your business, do you approach them and attempt to give them your entire inventory and associated services with 30 seconds? Let me answer that for you - NO! Not unless you were trying to scare them off. The first thing you do is to ascertain what they're there for, what are their needs and then give them the solution they're looking for (or even better, give them the solution they didn't know was possible and be their salvation!).
Have you ever seen McDonalds try and sell their whole menu in one spot? It's always one ad, one burger - one ad, one meal deal. Yes, marketing and advertising your business is an elephant-sized challenge, but the only way you're ever going to eat that elephant is one mouthful at a time.
Choose ONE area of your business, look at the types of customers who generally use that area and again choose ONE, then choose the ONE selling point that most commonly attracts that ONE customer to that ONE product/service. Oh, and ONE more thing - say it more than ONCE. Many advertisers think a couple of weeks on radio/television and their product should be remembered for all time! It's an ongoing, everyday necessity - much like turning the sign on your door to "OPEN".
Any media salesperson worth their salt, will be able to set up an ongoing campaign at a fair and reasonable price. (Beware of the ones that come to you at the end of the month with a never-to-be-repeated deal - it's usually about their budget, not yours.)
Then, even the most under-paid under-appreciated copywriter, armed with ONE target, ONE product and ONE selling point should be able to craft you a truly compelling message.
So, will you be another overloaded wreck that litters the highway to advertising oblivion? OR, do you have the strength, the faith and the conviction to trust in the Power of One?
Ruth Brown is a freelance Creative Writer & Voice Artist with 18 years industry experience. Mouthin' Off Voices & Scripts works with business to ensure every piece of their client communication is not only relevant, but remarkable enough to be remembered. Ruth Brown Mouthin' Off Voices & Scripts Stop Blending In. Be Heard. |
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