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Basics
of Creating A Successful Advertisement
Before we get into the “how to” of ad creation, let's define the
differences between paid and unpaid media coverage. Paid media coverage is
referred to as advertising and includes everything from TV commercials, to
banner ads on the web, and grocery store print ads in your local
newspaper. Unpaid media coverage is referred to as public relations (PR)
or media relations and includes everything from the TV news covering a
company's financial results to feature stories in newspapers and
magazines.
This article will focus on how to create the content of an advertisement
for a print publication such as the local newspaper or holistic journal.
Generally, companies either create the ad themselves, if they have both a
person and the tools to do the creation, or they hire someone in a design
shop or ad agency to do create the ad for them. The first step in creating
an ad with or without a design professional is the same: you need to
define the objective you have for advertising -- ask yourself why do I
want to do this and what do I hope to accomplish? Some sample objectives
include:
-10 people call for information
-10 people go to the web site and register for the free newsletter
Refining Your Message
The next step is to evaluate your value proposition and message. Imagine
your ad is an army of thousands of sales people all giving your
presentation thousands of times in one minute. What would you have them
say to convey the most information about your business, and the reasons
why the customer should buy from you. What is it about your
product/service that is different and/or better than the guy down the
street? Write it down -- every word. Refine it and polish it and use it in
conversation for a week. Keep track of how people react to it and how
comfortable you feel with it over time.
Then put it aside and try another approach! Take a different look at what
makes you special. Keep in mind the reader doesn't know you or your
product. Now write this down, refine and polish it, and use it for a week.
Keep track of reactions and feedback. Now compare the two approaches --
which one was more clear, to the point and required the least number of
questions. Choose the approach that seemed to work best to start testing
your ad.
Testing
To test and ad pick a smaller publication where ad expenses are less
expensive so you can do small test runs to determine what works best for
you. Better yet, try testing by using an email version of your ad. This
will bring your testing costs down and also allow you to create the ad
that will work best in a much shorter amount of time.
When you run an ad, keep track of how many responses you received and how
many of those turned into sales. Then ask those new clients what in the ad
appealed to them. Subsequent ads should then leverage the things that
worked to hone your message to reel in new customers. When changing your
ad be sure to change only one variable at a time or you won't know what
effect the change has had.
Finally, go back to your initial objectives and compare the results with
your initial goals.
____________________
Bettyann Cernese is co-founder of My Holistic Network, a
company providing health and wellness events and marketing education for
mind, body, spirit companies. My Holistic Network is a membership
organization of holistic businesses focused on helping holistic businesses
grow and flourish. Contact My Holistic Network at info@myholisticnetwork.com
or www.myholisticnetwork.com
Bettyann is Nationally Certified in
Therapeutic Massage and Bodywork and is licensed by the State of New
Hampshire and the Nashoba Boards of Health. She holds a Bachelor of
Science degree and is a graduate of the New England Academy of Therapeutic
Sciences; the Jack Meagher Institute of Sportsmassage Therapy and is
certified in sportsmassage for both horses and humans. In addition
to being a Shamballa Reiki master and a Zen Qi Gong practitioner, Bettyann
is also a trained fitting agent for The ReactorPanel Saddle Company. |
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