The secrets of advertising – How to attract the right customers
March 7, 2016
By Jerry Bellune
People buy for their own reasons.
They have either a need or a desire.
Desires are stronger buying motivators than needs.
But what consumers need is important to you, too.
You need air, bread, water and shelter.
You want your own home, car and place at the beach.
You need money, clothing and an income.
You want dream vacations and college for your kids.
The two kinds of advertising are:
1. Branding. That’s what Ford, Coke and Pepsi do.
A recognizable brand helps them sell.
Yet they sell through distributors and dealers.
A brand helps create a perception of value.
It’s up to their dealers to close the sales.
2. Direct Response. That’s what the rest of us do.
Most of us sell to the end user, B2B or B2C
B2B is business to business.
B2C is direct to the consumer.
Rookies learn these 5Rs of advertising:
1. Advertise the right product (popular & profitable).
2. In the right media (one their customers use).
3. For the right (i.e. ideal) customer.
4. Priced right (neither too high nor too low).
5. At the right time (seasonal, etc.).
That means you just need to:
1. Offer a product your ideal customers want.
2. Advertise it in media they consume.
3. Address the customers you want to attract.
4. Price it affordably but profitably with high value.
5. At the time they’re most likely to want to buy it.
How many advertisements do you see that do this?
A lot of work goes into finding out:
1. What you ideal customers want.
2. Identifying where they look for buying information.
3. Designing ads that will capture their attention.
4. Providing greater value than your price.
5. Timing your campaign when they’re likely to buy.
Discover more secrets at Thursday’s ad funshop.
Call 794-6504 for details and to reserve a seat.
Next: The 4Ps of advertising
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They can reach me at [email protected]
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©2016 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
