Make it Pop! Small Business Advertising Strategies
When you look at small business advertising strategies, there is no shortage of information. In fact, when you search the term on Google you get 353,000,000 web pages that discuss the topic.
All that information can lead to a lot of confusion for small business owners. So in this blog post, we’ll break down the the major components, so you can start acting on the information right away.
There are 5 major components to good advertising copy: (The order is essential to success)
- Command Attention
- Showcase Benefits of Products/Services
- Prove the Benefits
- Persuade People to Embrace the Benefits
- Call to Action
Advertising is sales in print. So, when you consider your small business advertising strategies you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.
Let’s take a minute to talk about each of these components:
- Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
- Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
- Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider the information that establishes credibility and past performance.
- Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a salesmanship-like approach and create scarcity. This will inspire your potential customers to feel like they have to act now. Which leads into the last component.
- Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something. Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them.
You can sit down and think through any one of these components, then figure out how to best place them together for greater effectiveness. We can help you do that too.
Try our GUIDED TOUR to learn how to put together great advertisements from some of the best in the business.