The Most Bang
For Your Advertising Buck
You Don't Have An Ad Agency
surviving means advertising, and no one can direct your advertising
better than a qualified ad agency. However, let's say you're
new in business, or your annual budget is somewhat less than
the price of a new car. How
can you get the most for your advertising dollar and compete
with the "Goliaths" who do have agencies?
easy, just follow the "A.I.D.A." guidelines.
stands for Attention, Interest, Desire, and Action. Let's
go through each of the guidelines individually so that you'll
have a better understanding of how they relate to your marketing
Remember when you advertise
in a newspaper or on television, you are an un-invited guest.
Except for ad agency people and clients, most people have
no interest in seeingyour advertisement, therefore, the first
job your ad has to do is grab peoples attention by screaming,
"Hey, look at me." This can be done by exhibiting
your product or service with an unusual picture or drawing,
or leaving white space in your ads. A good test of whether
or not a newspaper ad will grab attention is to place it on
the most cluttered page of a newspaper, then glance at the
paper quickly and see if your layout stands out from the crowd.
Next you must build
people's interest. An easy way to attract people's interest
is by using the word FREE, however, I feel this only attracts
customers who don't see any value in your service.
a better alternative is to give your audience one unique selling
proposition about your product or service.
if there's nothing unique about your business? Most businesses
have unique qualities if you look deeply enough. However,
if you are one of those few that really have nothing unique,
make something up. BIC sold a ton lighters by running commercials,
with a butler offering the master of the house "a flic
of the BIC sir." It was a catchy line, and sometimes,
that's all it takes.
In the body copy, run off all the benefits of your product.
Tell a customer how it will make them feel; show how it will
make their life easier; or explain that using your service
will make them look like heroes. Remember, businesses fill
people's needs - in your advertising, show them how your business
does it better than anyone else.
"It's only for a limited time so call today before you
miss out on this special____." Always invite your reader
to call immediately. Let's face it, if someone has taken the
time to devote attention to your ad, you've got everything
to gain by making it easy for them to act.
that's it. This is "good advertising in a nutshell,"
and if you look at the most effective ads ever written, they
will usually hold true to these guidelines.
great advertising brings good things to life, and raises the
standard of living for customers and business owners alike.
President, Communication Associates
Return to TIPS