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1. How do you meet your buyers' needs? Advertising gets bogged down with price and meaningless business qualific ations. "The lowest price with 29 years of experience" means nothing. What need do you fulfill for the buyer? 2. Is your message strong enough to cause people to change their current buying habits? People are not waiting around trying to figure out what to do. They are living life. Your message has to be strong enough to cause them to interru pt their current life habits, and consider buying something else. 3. Does your message give people insight into your business? Advertising is courtship, not a one night stand. If you want to get peopl e to have a long-term relationship, you have to give them insight into the character of your business. Stay away from the superficial and give them your heart. 4. Will people be receptive to your message? Your message should resonate with people. Speak to buyers in their language about what they want to hear. Avoid messages that are aimed at your co mpetition or that talk about things important to you. 5. Where should you invest your money to get the most Bang for your Buck? Think from your customer's perspective. What media do they like to use? B e careful to avoid persuasive media reps selling you something that's noteople exposed to your advertising message the people who a re interested and capable of buying your product? It's not just enough to target demographically. Women between the ages of 25-44 do not all live the same way nor do they like the same things. You should also target by lifestyle. 7. How should you design/create your advertising message to be most ef fective? Be interesting. People are busy and the only thing that can divert their interest is something interesting. Don't be outrageous, be interesting. 8. Will people notice your ad? Advertise where you can stand out and be important. If your budget is sma ll, don't advertise with the largest media. Concentrate your advertising in media where you can achieve importance and frequency. Remember most pe ople need to see or hear your message 7 times before taking action. 9. Will your message annoy or distract people from their basic reason for using that medium? People aren't using the media to hear your advertising message. While you need to be interesting, you also need to be appropriate for the media yo u are using. Make the flavor of your message fit the media. 10. Is your money better invested on other options? Do you really need to advertise at all? Maybe that money would be better invested improving the customer experience. Advertising alone is ineffec ive. First, make sure the rest of your marketing is in order. (Hint: The fortune is in the followup) |