Results Focused Advertising Increases Your Ad Response
Did you know that there are
two very different types of advertising? One type is called image
advertising. This expensive way of getting brand awareness
involves putting your company name in front of an audience for a
period of time. The other type is the one we'll be discussing
here. I call it Results Focused advertising.
Results Focused advertising
is a method for presenting your product or service to your
audience and demanding an immediate response. The techniques for
doing this include grabbing the reader's attention and then making
an offer that is hard to refuse, preferably with a deadline date
that makes taking immediate action important.
Take a few minutes here to
think about how you react when you look at ads. Do you spend much
time looking at them? Have you ever purchased anything from an ad?
If you did buy, what exactly attracted your attention? Was it the
headline?
If it was the headline,
you're in good company. Most publication readers (or web readers)
notice the headline first before anything else in the ad. That's
why many copywriters call the headline an "ad" for the ad. We'll
be discussing this fact later in the article but let's go back to
the publication you were reading. What else did you notice about
the ad, perhaps the first line and then maybe the offer at the
bottom or do you like to read the entire thing to find out what
it's about?
There is great value for you
as a Results Focused advertiser in starting to notice and evaluate
ads that you see in the newspaper, in magazines or on the
Internet. By becoming an ad critic, you will be able to improve
the response you get from your own ads.
Let's go back to the ad you
were thinking about. Did you notice the
graphics in the ad? Did a picture of
something attract you or was it the words that really got your
attention? If you see an ad on television, pictures can do a lot
of the selling, but in most publications and on the Web, many
tests have shown that it's the words you use that really count.
Did you notice the white
space in the ad? Did it make you more willing to buy? Some people
are visually oriented and will notice the aesthetics of the ad
(including white space) rather than the copy. But many studies
have shown that most publication readers look at words rather than
pictures because they are reading articles.
Results Focused advertising
depends on well-written copy to sell your product or service.
Since the point of your ad or Internet copy is to get more
customers, it could be thought of as a "salesperson in print" in a
newspaper, in a magazine or on the Web. Your copy is actually
"selling" for you and doing the job of several salespeople.
Did you know that Results
Focused advertising is easily measurable? Image advertising
depends on getting your name in front of an audience enough times
(no one can tell you exactly how many times), so they'll notice it
and buy your product or service. If you're a bottom-line oriented
business person or professional, you can't afford to run ads and
Internet copy that doesn't grab the reader and get them to take
immediate action.
By using Results Focused ads
and Web copy, you can actually show the reader why they should
take action and order your information or product right away.
Here are 7 Ways to Improve Your Ad Results
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Copyright 2005 Teddi McDonald
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