Marketing Objectives
Your first step in developing a marketing campaign must be to determine the objective of the campaign. These objectives are tiered and a prospect needs to reach one tier before he can move to the next level: (1) Awareness; (2) Understanding; (3) Desire; (4) Transaction; (5) Retention; and (6) Referral. In other words, prospects will first be aware of your product, then know the benefits, then want it, then buy it, then use it, and then recommend it to others.
Your marketing campaign should only attempt to achieve one of these objectives at a time.
Creating Winning Ad Copy
Developing a Hook
Your ad should have a hook that will grab the reader's attention and encourage him to move on to your sales message. The more creative you can be with your hook, the more likely it is that your ad will be read. The hook does not have to be verbal, it can be in the form of a graphic, photo, or combination of picture and headline. The hook should be related to your unique selling proposition (USP).
Headline
The headline should be bold and should grab the buyer's attention, enticing her to read the rest of the ad. Ask a question or make a statement that will appeal to the buyer's real needs. By the way, your logo should not be the headline.
Highlighting your USP
There must be one main reason why prospects want to do business with you rather than your competitors, and that is your USP. It's in your 30-second "elevator speech" of what you do. This brief description should support the claim made in the headline and explain how the company will help them. You need to be able to say this succinctly in as few words as possible. Keep it short and simple. Edit, then edit again.
Call to Action
Your ad needs to end with a call to action. Ask the buyer to take positive action now. It may be directing him to a specific page on your website (so you can measure results) or calling to take advantage of a time limited offer. Unless you are asking people to come to your showroom or store, you do not need to include your address.
Logo Use
Your logo should be at the end of the ad along with your call to action. It doesn't have to be big. The hook, USP, and call to action are more important.
Size vs. Frequency
You need frequency in all your marketing efforts to achieve results. Marketing experts state that it takes 9 exposures in order for people to see your message 3 times, and prospects need to see your message 3 times before they'll buy. Exposures can combine various media and activities such as print advertising, trade shows, and sales efforts. Frequency also ensures that your company is in front of prospects when they're ready to buy, which may not be the day your salesperson calls.
If you have a choice to place one large ad or a series of smaller ads, your best investment is a series of ads.
