Advertising-Who, What, Where, When, Why, How and How Much

Plan the ‘sale’, when you write the Advertisement

• Answer ALL these questions in the Ad - Who?, What?, Where?, When?, Why?, How? and How Much?

• Imagine all the physical and mental barriers (risks), between your customer and the SALE. Then eradicate them or give customers instructions on avoiding them (see Strategy articles for more)

• Smaller Ads for longer are better than big Ads for a limited time

• Write the headline last

Radio Ads

• Are only really effective if the Ad voice-over finishes with “see station website for details” (because they won't remember your Web Address or phone number). If the station doesn't list advertisers on their website THEY SHOULD. It's not hard for them to include another page on their website. Ask them

• The Ad must be in ‘your voice’ - you don't need to do the voice-over, but the FEEL of the Ad must reflect your Businesses VIBE. The station is there to help, but don’t let the station change ‘your voice’.

• Jingles – careful here, if you’re competing with the Big Players with Big Budgets

TV Commercials (TVCs)

• Make 2 (Similar but different, to keep their attention)

• Shown the TVC most days for 3 weeks, with none on the 4th week. (saves you money and sparks attention when they reappear)

• Then slowly cut down on TVCs (they're expensive) and start/grow other types of cheaper Ad Campaigns

Alternative Targeting

• Selling a Finance product to over 50s? A Finance Expo could work. But at a Caravan Expo, you'd be the only Finance product.

• Niche Marketing - Specialise and you only advertise to buyers

• Guerrilla Marketing. Low Cost & High Impact. It can get wild n wacky. search the web with "Jay Levinson Guerrilla Marketing"

Any questions - I'm here