7 Rules For Creating Winning Advertisements
Are there really seven and only seven rules for creating good advertising? Well, I don’t know, let’s see how it goes. As I have said previously on my blog, good advertising does one or both of two things: 1) Tells the potential prospect what to think of your company or product and 2) Gathers warm leads or prospects that are likely to buy from you, or perhaps it sends the prospect somewhere to buy the product. I have heard this called a call to action.
Here are my rules for what makes good advertising:
1. Somehow communicates product benefits
This is a pretty easy rule really. You want to find customers who are interested in your product’s benefits, so you must somehow communicate what those benefits are. “Do you want to lose weight?”, “Have the shiniest car on the block”, “Make large money in a business of your own” all communicate benefits to the potential prospect.
2. Contains a call to action
Your advertising must contain some sort of a call to action. “Visit your local Honda dealer”, “Purchase Dixon Golf Balls at Dick’s Sporting Goods”, “Call for free information” are good calls to action. This tells the potential prospect what to do next.
3. Call to action must be enticing
You can’t get somebody to act when it’s not in their best interest. For instance: “Visit our timeshare for a 3 hour presentation followed by a harassing sales pitch” would probably not work very well. But “Enter today for a chance to win a 2010 Corvette” might be.
4. There must be some urgency to act
People tend to want to do things, but if they can do them anytime, they will put them off forever. Words and phrases like “Now”, “Quickly”, “Act Soon”, “Offer Ends” will hopefully light a fire under the prospect.
5. Create an image for your company
You may be the one and only person at your company, but saying something like “Contact Bob Jones for more information” will not create much of an image in the imagination of your potential prospect. Much better would be “Write to Jones, Inc. – Information Department for more information”.
6. Tell the potential prospect what to think of your product
An additional factor in image is telling the potential prospect what to think. It might be a bit of a stretch to say “You love Coca Cola, You hate Pepsi” but I have seen something like that done. Better would be something like this: “It’s unanimous, everyone loves Hubba-Bubba” or “Try this product and you will love it, or it’s on us”. There are many variations on this theme but the main thing is that media has an impact on how a person thinks about things. Tell the prospect what to think.
7. Never, ever, ever refer to a competitor
For you MLM’ers, this includes your upline, sponsor, or company. They are your competitors as well as Joe, the other guy’s distributor. Diet Coke should never refer to Diet Pepsi or visa versa. Never. Honda does this right by selling their product without referring to any other car maker. The reason you never want to do this is because… you are giving them free publicity. Rarely do you ever tarnish the image of the other guy (although Verizon did this to AT&T) and you might just push your prospect into their arms if you mess up the comparison. It’s just too risky.
So what do you think of my list, did I miss anything?