Do you want a greater return from your advertising dollars?  Do you want to bring new customers to your store or website, who will purchase your products?  Here are some ideas which will help.

You must FIRST: step back and review some basic marketing concepts directly related to your business.  To help define the perfect ad, you need to understand the purpose for the ad.

A great way to frame said purpose is to go back and review what your company business plan said, in terms of: marketing strategy; the role of advertising; the nature of those ads; and their importance in generating sales and revenue?

NEXT: you must honestly ask: are those marketing concepts still valid, especially in regards to any changes which may have occurred in your market or business sector, since the information was originally put down in writing?

It makes no sense, to expend time and hard-earned dollars on advertisements designed to reach people who will never buy your products.  Therefore, the starting point in developing effective ads for your business, and effective ad campaigns, might well be in reviewing, revising, and/or writing a company marketing plan.  A valid and current marketing strategy should be the foundation for understanding the underlying purpose for ads within your company, and thus help to establish the basis for producing stellar ads.

When you are sure your market strategy is on point, THEN: the following list of questions will help you focus your advertising efforts.  Since each individual marketing plan is going to be unique, to be ultra effective, you must address this set of generic questions from the context of your business’s underlying purpose for advertising.

Note: if your website doubles as an important advertising component of your business, the following marketing questions, when viewed from the context of your marketing plan, will also apply directly to how you might develop, and/or potentially improve, the content of your web pages.

Questions to help you define the key marketing factors related to your purpose driven ads:

Connecting with New Customers.

Who are the clientele you need to reach? (Demographics)

What do those customers need? (Demand)

What are the customers’ “emotions” you are trying to appeal to?

How can you make your ads personal?

How can you focus the ads as if they were speaking directly to each individual consumer?

How do you “connect” those customers with your products – on a right now basis?

What key concepts do you need to share with the customer to basically “close” the sale?

Reaching Out To Those Customers Who Will Benefit From Your Product/Service.

Where are your new customers at?

How can you connect with those specific potential customers in a cost-efficient manner?

Which media venues will help to fill the voids?

(Social Media; Website; Newspapers; Shopping Guides; TV; Radio; Billboards; Building Signs; Flyers; Magazines – Local, Regional, National)

What kind of business are you in?

What differentiates your product/store/website from others?

What current trends are on-going in the industry and potentially shaping consumer demand?

Where is the business located?  How will the customers find you?

(On-line; In the Neighborhood; Just Off the Interstate; Downtown)

Is the business established, or a start-up?

What size is your business?

Details Related to the Ads.

What kind of ads?

(Big Sale; Grand Opening; Clearance Sale; Mother’s Day Sale; Inventory Reduction Sale)

How many ads?

How soon is the ad needed?

What is the budget?

FINALLY: Your answers to these questions, viewed from the context of your marketing plan, should help narrow the focus for your ads down to three general concepts and a call for action:

1) How to reach and then capture the attention of potential new customers with your ad or website?

Ideas to employ: Venue; Pictures; Tag Lines; Easy Access; Map of Your Location; Amount of Savings (i.e. – 50% Off); Unparalleled Service; Cutting-Edge Products; Personal Approach; Silly/Funny/Odd; Jingles.

2) How to hold the attention of new customers within ads or webpage, so they will read down through the key elements of your information?

Concepts to consider: Describe how your Products Fulfill the Needs of the Consumer; Key Product Details; Personal Approach; Connect with Emotions; Short-Sweet-On-Point; Attention Grabbing; Catch Phrases; Clear and Concise Content; Formatting; Bullet Points.

3) How to convey important message points which will persuade the customers to: deviate from their comfort zone; seek out your business or website; and buy your products/services?

Important points to highlight: Unique Attributes or Products Your Company Offers; Peaking of Customer Interest; Customer Service; Large Selection; Low Prices; Will Not be Undersold; After-Sale Product Service; Guarantee/Warranty.

4) Leave your customers with a call for action on their part.

Suggestions to stimulate actions: Please call for a free quote; For more details please see our website; To talk with a customer service representative phone xxx-xxx-xxxx, or send a text to ___________; Come into our store to see our new product line; Please come take advantage of these special deals while they last; To add this product to your cart, please click here; Come see why we are rated number 1 in customer satisfaction.

BOTTOM LINE: Effective ads, to improve the sales of your products/services, require: finding the best format/venue for conveying critical consumer information; connecting on a personal level to the correct sub-set of potential clients in the process; accomplishing this in the proper time frame and within budget; and including a call for action.

Michael Roney has a Master’s of Science degree from the University of Montana and over thirty-three years of experience in a successful professional career. Nineteen of those years were spent in supervisory and managerial roles. He has been dedicated to studying the role of leadership and management in organizations for over 25 years, in relationship to how work is accomplished and how organizations adapt to change. The single greatest compliment he was given during his career was from an employee who stated he had a “Ph.D. in common sense”. He has worked since the fall of 2013, part-time, as a freelance business writer, providing services to clients from coast to coast. He has completed business related documents covering several areas including: safety management, human resources, driver’s education, agreements, contracts, product descriptions, insurance claim related documents, non-disclosure agreements, business plans, home and business security, resources management, non-profits, child protection, and education.