Advertising - a leading advertising company in Newcastle
Advertising, whether in the press or online, is complex and ever-changing. You may be interested in full page ads, half page ads, sales advertising or creative advertising. New ideas and media are being devised all the time as the advertising industry switches emphasis from media to media, and as new technologies and lifestyle trends develop, so new advertising and promotional methods need assessing and comparing with traditional methods to decide which is more cost-effective for you.
In all advertising material it is vital to see and hear things form your customers' viewpoint.
Think benefits! Think benefits! Think benefits!
Ask yourself this: Would you buy a kettle because it looks nice on your kitchen bench? Yes. Now would you still buy the kettle if it didn’t boil water? No.
We buy a kettle because we want a hot drink, not because the kettle looks good. So the key is to sell the benefit of a hot drink.
As a supplier there is always a tendency to write copy and present information from a technical and 'product/service' standpoint. Remember that customers are people without good technical or detailed understanding of your products and services. You need to help them understand things in terms that really mean something to them - as it relates to their needs and priorities and challenges. Focus on what your propositions do for them, not what your propositions are in technical detail. You should spell things out, using clear simple language. Do not fall into the trap of thinking that complicated language will help build an image of professionalism and intelligence - people will just turn off. The mark of truly effective advertising and marketing is the ability to convey complex issues to the audience in a manner that is interesting, relevant, meaningful, and easy to digest very quickly.
Thomas Jefferson suggested that "The most valuable of all talents is that of never using two words when one will do" and this is a good maxim for writing good advertising material.
If you cannot achieve this in your advertising and marketing communications then find someone who can, or you will be wasting a lot of your advertising effort and investment.
Translate your product/service offer into meaningful customer benefits.
What does it all mean to them?
Give them something to relate to, so that you explain more than simply what you do or provide - explain what your proposition means to your customers.
How will it make their business more profitable, more streamlined, more ethical and sustainable, more socially responsible; how your proposition will improve the quality of their service to their own customers; how it will make their employees lives' easier, better, less stressful - whatever you believe to be the strongest most relevant and meaningful customer outcomes.
