Good Advertising Targets Key Markets
The key to creating a good advertising program for your business is to clearly understand your target markets, that is, your best potential customers. From understanding these key target markets you then develop the best communication vehicles to reach them. Therefore, your prospect base determines your advertising program, not the other way around.
The Internet will continue to be a driving force for how ad dollars are spent and how people are influenced to buy. But too many businesses are trying to communicate too many messages to too many people. The average person is subjected to over 2,000 different ads per day. This is “communication overload,” and the vast majority of ads are “tuned out.”
Stick To Your Theme and Budget
Before choosing your method of advertising, you should develop an advertising theme, using your U.S.P. (Unique Selling Proposition). It’s far more effective to communicate one powerful message to the right markets in a repetitive manner than many different, and often confusing, messages.
Most effective ad programs should have two key rules: 1) must segment a market and 2) be accountable for the dollars that are spent. The second component of your advertising program is to develop your ad budget. Once that has been determined then you can select your means carefully. New businesses especially need to develop leads that can be converted to sales. In Business to Business sales, direct mail is often more effective than newspaper, radio, or TV, which are essentially consumer mediums and much more expensive.
Effective advertising is really “salesmanship” in print and should be written in short, reader-friendly, non-technical language. Graphics are important and using short, clear words and “white” space promotes readership. Photographs are better than illustrations for persuasion. Develop a good brochure and direct mail program to target your best prospects.
Keep Your Message Consistent
Remember to keep your message consistent on all of your marketing materials. You should have an attractive, professional logo and use it and the same colors on all of your communications. In addition, develop a short byline that captures the essence of your business — your U.S.P. (see above). Then be sure that you use these in your email signature, your website, your printed materials, etc. so that people begin to recognize your “brand.”