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SUCCESSFUL INTERNET ADVERTISING DEPENDS ON THE MESSAGE YOU SEND
Successful internet advertising depends on the message you send, as much as the market you wish to reach with your advertising This rule applies to just about every product you can think of. Digestive biscuits were originally made to help people with their digestion and keep them regular. However, it soon became apparent that people were buying them because they liked the taste, and the advertising and marketing was changed for this reason. You don't see McVities sending out adverts saying "Our digestive biscuits taste great and will keep your bowels open too." Sales would most likely slump at the very thought and as the original purpose for digestives has been lost in the mists of time, McVities use their strongest advertising message, which is the taste and not the fact that their biscuits will also keep you regular. WHAT IS MY ADVERTISING MESSAGE? So you have to decide what your advertising message is actually going to be. It has to be succinct and clear and capture the imagination of the public. All too often, advertising agencies come up with off the wall messages that are too clever and lost on the vast majority of the target market. Clever is good, simple is often better. To make my point: a fishmonger goes to a sign writer to make an A board to stand outside his shop. The wording is "Joe Blogs, Fishmonger, Fresh fish sold here daily." The sign writer looks at the text and the size of the board and says "You've been in the high street for twenty years and every body knows you Joe." And with that, he scrubs out the words "Joe Blogs". Then the signwriter says, "And everyone knows you are a fishmonger" and puts a line through that word too. "Do you sell any fish that isn't fresh?" the sign writer asks. "No," says Joe and so the sign writer deletes that word too. "And you're open every day?" "Yes," says Joe, and the sign writer puts a line through "daily" as well. The outcome is that Joe leaves with a sign simply saying "FISH." Your advertising message is unlikely to be as succinct as that but you have to say what you need to say as simply as possible. Don't blur your message with a myriad of benefits or catchphrases that will bemuse or confuse your target audience. Build web pages and link them into your website here and drive traffic to your website Advertise on this search engine and gain more links and get more visitors to your website Join Boogami Life for free and make money Successful internet advertising depends on the message you send, as much as the market you wish to reach with your advertising. We provide a myriad of services and each has its own successful advertising message but we have one strap line that runs as a theme through all our internet advertising. "The best business decision you could make right now is to contact us." Now this might not appear to be the most dynamic of advertising slogans but it works for a number of reasons. It is telling people to make a decision. It costs nothing to contact us. It leaves the client thinking and possibly believing that contacting us will be the best business decision they could make and it usually is the right decision. It leaves the whole process open: we are not telling them why it will be their best decision - we are simply making a clear and concise statement. When you are trying to think of an advertising slogan or message you need to be thinking of response rates and you need your message to be a call to action. WHAT IS MY INTERNET ADVERTISING BUDGET? Whenever I talk to any company about internet advertising one of my first questions is always "What is your budget for your advertising campaign?" If they are a professional well run organisation they will have already set aside a budget to cover their advertising and be able to provide an answer. This then enables me to make certain immediate decisions and discount any advertising mediums that will be outside their workable budget. However, all too often I will get a response like "I don't know. How much is it going to cost?" This is of course the most irritating of answers because I don't know how much it is going to cost because I don't know what advertising mediums we are likely to be using. What normally follows is a conversation that goes round and round in circles whilst I try and explain why they should know damned well how much they have got in the kitty to finance their advertising campaign. There is no point in me having a long conversation with a potential advertiser about advertising if they haven't any idea about how much they can afford to invest in an advertising campaign. I've learned from experience, having wasted my time explaining all the different advertising mediums available only to discover that the potential client had no money, or had so little available that they were best advised to wind up their company and keep their hand in their pocket. If you are running a business, you should be managing the cash flow and always have an idea of what you are in a position to pay for your advertising and marketing. Sadly, most businesses are run by people who don't even have a business plan and just blunder along until they go out of business. Start your own business Fantastic business idea If you are planning an advertising campaign, decide on your advertising budget and stick to it. You should know how much you expect to spend and how much business you expect to obtain through your advertising and how much you will then be reinvesting to keep the sales flowing in. Armed with that information, you can then approach an advertising agency and have an intelligent conversation about your options and expectations. If you go household shopping, you should have a clear idea about what you will be buying and what you expect it to cost. Why should you treat the business of buying advertising any differently? Planning your advertising campaign is all part of your business planning. If you went to buy a car, the salesman would establish how much you wanted to spend. He wouldn't start off showing you Ferraris and Bentleys and then work his way down to a second hand Ford Escort. You would have a clear idea of your affordable budget and the salesman would lead you to an area of the forecourt that had suitable cars that were within your budget. Why people don't run their businesses in this way and have a clear idea of their advertising spend beats me. Anyone with the slightest bit of intelligence will know if they can't afford a Rolls Royce. So why discuss television advertising if all they can afford is a postcard in a newsagent's window. WHAT ARE MY SALES TARGETS? I have written books on the subject of advertising - chequebooks; and it is important to understand that most advertising, with few exceptions, come without any guarantees of a response. Furthermore, how you deal with any sales enquiry, or how effective your marketing has been, will determine your sales levels. Hopefully you have not skipped the chapter on marketing and jumped to this section about advertising, or this chapter will be pretty meaningless. I cover internet advertising as well as other advertising mediums later on but these are the main advertising mediums I would recommend.
What often happens is that someone comes to us with a small advertising budget but wants the earth in return. Business never works like that. Would you risk a thousand pounds on advertising in order to make two thousand pounds? Probably not. Would you risk a million pounds in order to make two million? You would be foolish if you didn't providing you had a million to invest in the first place. Somewhere in between will be a happy medium and it is up to us to find it. The type of advertising you choose and your advertising budget will determine your response levels. The type of advertising you choose will also determine the type of enquiry you will receive. It is important at all times to monitor response rates compared to sales conversions and to advertising spend. It is very easy to think that one form of advertising that creates high response levels is the best, when in fact another form of advertising that does not achieve high response rates may actually be the one that generates more sales and is therefore more profitable. No one except you can monitor your response to sales ratios. AM I TRYING TO SELL ONLINE OR OBTAIN ENQUIRIES? You can basically split internet business into two categories: e-commerce websites that want to sell products online with little or no contact with the public, and websites that want to encourage the public to get in contact with them via telephone or email. SELLING ONLINE If you have an e-commerce website you will almost certainly need to have content on the site that convinces people to buy your products. Your website is the only opportunity you will get to convince members of the public that you are offering the best deal. One of the mistakes that many e-commerce websites make is not putting any contact details on their website. This may be because they don't want the hassle of dealing with the public, but it may be construed that they are hiding behind the anonymity of the internet - in which case they may be a scam site and many people will not buy from a website where they have no means of contacting the owners. Personally, I will not buy anything over the internet from any website that does not provide an address and landline telephone number, and before I buy anything I will thoroughly research the company to see if there is anything negative being said about them. The Golden Web - The Internet Entrepreneur's Definitive Guide to Making Money Online To buy your copy click here |
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