To the untrained eye there is virtually no difference between an advertisement that rakes in money and one that falls flat. Often the basic information and artwork are very similar yet one works and the other simply doesn’t. Here are a few questions to answer to be sure that you create ads that make money.
Do you have a Unique Selling Proposition (USP)? Have you studied your competition and pinpointed what makes your product or service different and better? If your business is washing cars, do you point out that yours is the ONLY ALL CLOTH CAR WASH IN TOWN? You can’t assume that your reader knows. This is your USP.
Does your ad focus on the features or on the benefits of your product? Continuing with the car wash example, the ALL CLOTH USP is a feature. The benefit of this feature is OUR WASH BABYS YOUR CAR’S FINISH. You should point out that others will scratch and fade your car’s paint while your ALL CLOTH car wash revitalizes the finish.
Is your product or service properly priced? This doesn’t mean the cheapest. Again, since you own the only ALL CLOTH CAR WASH IN TOWN, and since it will ADD YEARS TO YOUR CAR’S FINISH isn’t it worth a bit more? You should price it relative to the perceived value in the marketplace. You’ll want to experiment with the proper pricing to find the maximum profit and sales volume. Now break down your product or service in terms of USP, features, benefits and proper pricing and create ads that make money!
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Author: Lewis Bennington
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