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Add More Pizzazz To Your Ad For More Profits
I recently completed a Marketing Makeover for an Ad that wasn't generating results for the owner of a Piano Tuning Business.
Here is the original ad:
A well tuned and adjusted piano is a beautiful instrument.
For a better tuning please call:
Although the heading was centered and bold, it wasn't an effective headline because it didn't catch the attention of the target market.
Regardless of how small your Ad is, it still must answer "What's In It For Me?" for your target market. In order to answer that question you must know how your service can solve their problem.
For our Piano Tuner, his target market is dealing with the following problems:
1. They have invested a lot of money into their piano and they want to keep it well maintained.
2. They use their piano for entertaining guests, and if it isn't properly tuned the resulting music will be embarrassing to them.
3. They want to get the most out of their investment, and feel that properly tuned pianos play better music. This also satisfies their need to have the best.
4. They want to increase the value of their investment.
Since the goal of the Ad is to generate response from prospects currently in need of a Piano Tuner, the Marketing Makeover is focused on catching their attention and getting them to call.
Here is the Ad Marketing Makeover:
"My Friends All Laughed When I Sat Down At My
Tune your embarrassing off keys into beautiful music
Mention this Ad and receive our
The headline in the new Ad will still be bold and centered, but it now answers "What's In It For Me?" for prospects suffering from the embarrassment of an off key piano.
The new Ad now features an offer designed to generate greater response from prospects.
The Perfect Melody Piano Package will consist of marketing materials designed to position our Piano Tuner as an expert, and the only solution to the problems faced by his target market.
The Piano Analysis is the most important component of the package because it will get him in front of his prospects who have raised their hands and indicated a need for his services.
To convert more leads into sales, he can offer a special limited time introductory offer to prospects after completing the Piano Analysis.
Now that the Ad has a compelling headline and offer, it needs to be placed in publications read by piano owners. If placed in several publications at the same time, the results can be tracked by placing a special code at the bottom of the Ad for each publication.
Then the Ad can be removed from publications that are not producing results, and ran more frequently in publications that are producing results.
Once you have a winning Ad, get more mileage from it by using the marketing message in Flyers and Postcards, and other marketing materials.
When your Ad is on a winning streak it will not only pay for itself many times over, but it will also produce more profits so you can grow your business.
Copyright 2005 Black Unicorn Communications, Inc.
Black Unicorn Communications helps Service Businesses attract more clients in less time.
Visit http://www.blackunicorninc.com to receive our free Business Success Toolkit including the free course: 7 Steps To More Clients.
The Man With The Grasshopper Mind
The title of this article also happens to be one of the "20 Greatest Headlines Ever Written."
Sex in Advertising: Does it Sell?
We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?
Advertainment is Sneaking Into Music, Movies, TV and More
The very name "advertainment" sends thrilling vibrations up the spine of anyone with marketing in their blood or communication in their genes. And it produces a strong shiver of disgust from many of my colleagues in the music industry.
How to Write B2B Ads That Catch Customers
Are your business-to-business ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you.
Business Cards: Why Waste Valuable Space?
So many business people neglect this valuable asset that may be used for a multitude of messages.
B2B Marketing Health and Elder Care Services
Quality Care Options is an established company advocating for the right of all seniors to receive excellent service and product. The organization recommends Certified Senior Approved Services to its elderly clientele.
Is Your Advertising... Sexy?
Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here.
Forgot The Ad Budget? Dont Panic!
Bob is excited about his new business. He secured funding. He leased the building. He stocked it full of new gadgets. He hung the sign. He posted a banner on his window that reads,"Grand Opening!". And now he stands behind the counter, waiting for customers to come flocking in. And he stands there. And he stands there. And he stands there.
Create A Killer Brochure: 9 Steps to the Perfect Piece
If you are creating a brochure, make sure you follow these 9 steps to get best return on your investment:
100 Excellent Words and 70 Action Getting Phrases for Ad Writing
100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain. Beautiful. Better. Big. Colorful. Colossal. Complete. Confidential. Crammed. Delivered. Direct. Discount. Easily. Endorsed. Enormous. Excellent. Exciting. Exclusive. Expert. Famous. Fascinating. Fortune. Full. Genuine. Gift. Gigantic. Greatest. Guaranteed. Helpful. Highest. Huge. Immediately. Improved. Informative. Instructive. Interesting. Largest. Latest. Lavishly. Liberal. Lifetime. Limited. Lowest. Magic. Mammoth. Miracle. Noted. Odd. Outstanding. Personalized. Popular. Powerful. Practical. Professional. Profitable. Profusely. Proven. Quality. Quickly. Rare. Reduced. Refundable. Remarkable. Reliable. Revealing. Revolutionary. Scarce. Secrets. Security. Selected. Sensational. Simplified. Sizable. Special. Startling. Strange. Strong. Sturdy. Successful. Superior. Surprise. Terrific. Tested. Tremendous. Unconditional. Unique. Unlimited. Unparalleled. Unsurpassed. Unusual. Useful. Valuable. Wealth. Weird. Wonderful.
Whats The Frequency?
The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree. Consider the following list of how advertising frequency equates to advertising effectiveness. Thomas Smith wrote this in 1885:
Reach vs. Frequency: Touch 100 Once or 25 Four Times?
Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking.
Developing a Formal Brand Messaging Document
Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.
Getting the Most Out of Your Networking Group
Here is my personal list of things to do at your networking group:
Print Advertising: Knowing What To Put In Your Ads
So you've decided to run a print ad in your local newspaper. The paper may have even told you they could produce the artwork for you if you just tell them what should be in the ad. Problem is, you're not sure what should be in the ad.
Make the Right Advertising Decisions
Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness. However, it is an activity that often leaves us with unsettling questions. Am I wasting my money? Is there a better method, message, or media?
Non-profit Coupon Books and Coupon Mailers for Small Businesses
Many groups like the Chamber of Commerce, ASB at the local high school, etc. will ask if their members can get a discount if they shop in your store or use your service. Of course, the answer top these groups should be a high-energy YES! They will then make a discount booklet for their members with your company listed, this is excellent and promotes good will for your business.
Effective Promotions Through Local Classified Sites
Today's online marketplace is extremely competitive. People want to market their products and services with the most cost effective manner possible. Some will market the old fashion way by placing ads in local newspapers while others will aggressively market on the Internet for less money. There are many online resources for marketing but the most attractive marketing medium is free online classifieds. The reason for this is obvious. It doesn't get much better than free. Thousands of people promote products and services everyday via online classified sites. Since classified sites are free users often do not bother to take the time to construct quality ads that sell. If your going to promote your product or service shouldn't it be done so you can get a reaction? The answers is yes! The goal is to get a reaction. Those who place free classified ads should pay attention to detail. Describe your product or service by painting a clear and concise picture. If you answer all questions before they are asked it will save you a lot of time. If you opt not to specify details the prospective buyer might find a better advertisement. Before writing up the classified ad you should look around at other ads to see how others with similar advertisements construct their ads. A good ad will be concise. It will be descriptive and it will be an eye catcher. When creating an ad for a product you should always try to include a picture to show what you are selling. A picture can sell better than a few lines of text. This doesn't mean writing isn't important because the two ad components (picture & text) compliment each other. Make sure to poof the layout and grammar of your classified ad before submission.
6 Must-Have Elements of a Powerful Brochure
Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
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