Small Business Advertising Techniques – One Big Mistake You’re Making Right Now

Most small business advertising techniques are ineffective, expensive and, frankly, a waste of the advertiser’s time.

Why?

Because the ads they run don’t make any money, and even when they do, response isn’t properly measurable so while the ad may be working… you simply just can’t tell.

Small business advertising techniques – the difference that makes the difference

While copywriters and marketers (including me) go on and on a about headlines, strong copy and calls to action there’s one thing we all (including me on occasion, I admit) pay far too little attention to and so miss out on a lot of business.

And this is… the irresistible offer.

See, the offer is what your readers respond to. It’s the bonus, the prize, the promise and the answer to all their prayers rolled into one. And I’ve seen over and over again how a good offer can overcome many shortcomings in headlines, copy and even the price.

So here are a few tips on how to get readers of your ad almost unable to resist responding to your ad.

  1. Remove the risk. This is probably the single–most important point of all. Because any business transaction implies risk – but the risk isn’t equal. Why? Because once the seller has the buyer’s money, getting it back can be impossible if the product or service doesn’t live come up to scratch. So risk reversal in the form of generous and outrageous guarantees, risk-free trial periods, try-before-you buy and all kinds of combinations on this theme are a great way to remove the risk and so create that irresistible offer.
  2. Make it easy. Have you ever noticed how hard it can be buying from some people? Many’s the time I’ve given up right on the sales-page because just can’t get things to work or figure out exactly what I’m buying. The easier you make it for people to buy from you, the more you’ll sell. A few years ago I wrote some emails for a client which used some funky software on the other end and enabled the recipient to buy the product just by clicking a link (just like Amazon’s “buy with one click“). As a result they made over $75,000 in sales off just two emails on a product promotion they thought had bottomed out.
  3. Make it exclusive. Human nature makes us want what we can’t have — and the thought we might miss out on something can make us want it, even though before we had never given it a second thought. I remember a client who sold high-end leather jackets in a small town in England was having trouble selling one particular style. So I told him to put a sign on it saying it was no longer on sale. All of a sudden, everyone wanted one. So make a point of telling your readers they might not be able to get whatever you’re offering, even if they do respond. You’ll be astonished at the difference it makes.

Advertising Techniques You Normally See in TV Ads

To an advertiser, there’s nothing like seeing his TV ad for a particular product or service drawing rave reviews. This is doubly true for the company itself because this could mean good profits on top of brand recognition. This could be attributed to the well-crafted advertising techniques the advertising firm employs to hook the viewers into noticing and patronizing the advertised products. Here is a list of some of the most recognizable advertising techniques you normally see in TV ads:

Curiosity arousal
Arousing curiosity among TV viewers never fail to send the message across with such impact. Humans are the most curious living beings on earth, and advertisers always pique human curiosity using the spoken word, visuals and sounds that will surely draw reactions.

Promise of a Benefit
A well crafted TV advertisement could include a list of things the product can do for you, and why not? A lot of people are not dazzled by eye-catching visuals and celebrity endorsers but instead would like to look into the product itself. And if the advertisement presented the products well without much of the fanfare and eye-candy, they will sure get noticed.

Emotional Appeal
This is one of the advertising techniques that saps the creative juices out of advertisers. It is not that easy to touch the emotions of the typical TV viewer especially if you have to do that in about two minutes or less and if it becomes a hit, just a few will forget. A heart-warming or an inspiring moment associated with the use of the endorsed product is always a winning advertising technique because people become enamored with products and services that make them feel good and safe.

Use of Children
The use of cute and witty children in TV advertisements never fails to draw attention especially among children and toddlers themselves. And when the TV ads are getting the attention of toddlers, parents are sure to point out that there should be something good with the TV ad, and that’s good news to the advertisers. Also, parents are sure to give in to the whims of their children when it comes to choosing products in the grocery, so this is one of the TV advertising techniques which is very effective.

Celebrities
This is one of the TV advertising techniques a lot of advertisers use and for good reasons. Celebrity endorsers enjoy a good following usually with international recognition. Advertisers are quick to recognize the value of celebrity endorsements for the products they are promoting. The only drawback is the cost of signing up the celebrity endorser for the product especially if he/she is a big name celebrity.

5 Effective Advertising Techniques For Creating an Interesting and Persuasive Ad

It doesn’t matter if you’re a copywriter, marketing executive or entrepreneur, there will always be an opportunity where you have to use visuals to market your business and product.

It sounds fairly simple to tie words to pictures; just take a relevant image and slap it above the headline right?

Here’s where the problem lies – most marketers make the common mistake of repeating in words what they’ve already shown in the visuals. How many times have you seen ads that say “2 For the Price of 1” and show a picture of 2 products being offered at a discounted price? Ads that are created this way are redundant, repetitive and mean nothing to readers!

Understand that people these days are better educated and can tell the difference between a good and a dumb ad. Showing them something that is blatantly obvious isn’t going to help you win the hearts and minds (and wallets!) of your readers! So how do you create an ad that wins you that all-important sale?

Here are 5 proven and effective advertising techniques that will make your readers go from “what in the world?” to “WOW!”

1. Use split-screen images to highlight the benefits of using your product: Do a before-and-after or side-by-side comparison. Use graphs, charts, timelines, statistics and visually impactful images to illustrate the amazing results achieved by ordinary people using your product. If you want to make your ad even more interesting, you could show the negative consequences of not using it as most people are motivated by pain.

2. Give your readers a glimpse of the future: Paint a vivid picture of the lifestyle that your product helps to create. In other words, emphasize the results of using your product. Could it be a more successful future? Or greater recognition? Or more happiness? You may even highlight the pain your readers would feel by not using your product.

3. Demonstrate the product in use: You often see this type of technique in food advertisements where motion is used to make certain meals look more appetizing – butter being spread on bread, cheese oozing out of the sides of a pizza, steam wafting out of a bowl of piping hot noodles. The rule of thumb is this: if there’s motion, show it. The same applies for products that are not food. If you’re selling t-shirts, show them being worn. If you’re promoting a skin moisturizer, show it being applied on the skin.

4. Emphasize a real, everyday person connected to your product: As I’ve always mentioned in my articles, consumers are smarter this days and relate better to ads that are believable and real. To prove this point, take a few seconds to answer this question: Who would you relate better to? An attractive-looking male model who claims he’s found the woman of his dreams. Or an average-looking Joe who has overcome low self-esteem and finally found the confidence to attract a love partner?

Therefore, this person should be a customer who has already experienced your service and product. By using pictures of real, ordinary people using your product, it makes your ad more believable and your readers will naturally respond better to something they can relate to.

5. Take the emphasis away from the product, but not the benefits: Sometimes, to stand out from a sea of clich├ęd ads, you have to move beyond the obvious and do something different. So besides your own product, what other images can be used to highlight its benefits? If you’re selling a hair growth product that stops balding, could you show something else that isn’t the balding scalp of live human being? Could it be the smooth surface of an egg? Or the bristles of a broom?

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