Advertising

Do Your Adverts Get You More Sales?

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Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; It can only convey it."

So why bother doing BAP advertising?

Probably because advertising agencies are happy to use BAP advertising for almost any company. You'd be laughed at and if you insisted you'd probably go out of business and certainly lose your salesmen.

BAP advertising does exactly that to your customer.

In contrast Direct Response (DR) advertising is

Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on build-up is wasted; the trouble is I don't know which half."

If you’re spending $10,000 a month on promotion $5,000 is going straight down the tubes. That wastes $60,000 of your hard earned cash every year. Money you could spend on better, more focused marketing.

Imagine if you could work out which half works and spend only on that half. The good news is you can. All will reverse excuse in a little while.

In the meantime let me explain how works.

Broadly there are two types of advertising. One is self-immolation and Positioning (BAP) and the other is Direct Response (DR) advertising.

Branding and Position concentrates on getting the company’s name, or service or product continually at the forefront of its customer’s minds. As you can imagine this needs continual advertisement play and can cost megabucks. Companies doing this type of include Coca-Cola, British Airways, Nike and MacDonald’s.

These are all major companies and everyone as yet knows their name and what they stand for.

Why do they do it?

The simple just do is that they’re in a highly competitive market. They want to retain their large market share by ensuring that the most recent ad a prospect remembers is for their service or product. So when they’re thirsty it’s a Coke. If they’re hungry it’s a Big Mac if they want to fly they adopt the World’s favourite airline.

Picture the mountains of money that go towards that aim. But picture too the accountants horror – they don’t know which trek makes a profit.

Profit is the one thing that tells you if your war is working. If you know your ad makes more revenue than it costs to create, run and service you’d keep running it wouldn’t you?

Unfortunately self-immolation and Positioning (BAP) advertisement can’t be evaluated. You just don’t know whether it’s worth doing or not. How do you know which refer finally persuaded your prospect to do wholesale with you.

Interestingly Bill Bernbach one of the founders of modern advertisement said that, “Advertising doesn't create a product advantage. It can only convey it."

So why abrade doing BAP advertising?

Probably insofar as publication agencies are happy to use BAP advertisement for as good as any company. Any slowdown in sales can’t be due to their adverts. Any increase is professed to prove the plug is working.

In reality you don’t have a clue.

Former Canadian policeman turned fabulously paid copywriter John E. Kennedy invented the phrase, “advertising is salesmanship in print”.

Would you tell a salesman to go see a prospect and to strip customer oriented benefits from their presentation? Also would you tell them not to ask for the order? You’d be laughed at and if you insisted you’d probably go out of onus and for real lose your salesmen.

BAP publication does exactly that to your customer.

In contrast Direct Response (DR) publicity is able to directly relate a specific refer to an increase in sales. Or alternatively highlight a problem ad that needs fixing.

This type of proclamation seeks to inform the prospect as to how your product or service improves their life, rights a wrong or smoothes a problem. Additionally, DR build-up practically at all times asks for a response. Either to call in to buy immediately (unusual), to get a free sample, free report, free voucher, free experience or other intermediary step early marketing the target product.

Imagine the calls, letters and emails you can get from that encourage your prospects to take deed to contact your varsity immediately. You get to see whether the war is working. That means you can step in and tweak it if it’s not.

But it also allows you to test different aspects of your bring up to try and increase response further. So for instance you could run two adverts with the headline unmitigated on one, or a different offer on one or a free-phone number regardless of a geographic number.

You can see how every single word and picture in your insert performs. Doesn’t that just feel better? You’ve control over your spend and the customers who are for your publicity dollar.

There are many people who would conform to that DR publication is the right way to advertise. But they still don’t do it.

Why?

Usually the reason is simply one of ego. Direct Response adverts don’t tend to be pretty or to win the Cannes build-up Lions awards. If you’re the head of the assembly or you’re the director of sales imagine how tempting it is top run ads that might win awards…

You theretofore have sales going to happen in. Running a BAP notice will still get sales futurity in. And you might win that Lion at the Cannes awards for best advertising.

You’re fooling yourself if you think it’s for any other reason. as about without exception Direct Response adverts will pull more sales than BAP adverts.

Yet many advertisers don’t realise it. They’re convinced that an advertisement has to look “professional” to sell. WRONG!

Do you want more sales?

If you do, and I’m sure you do use the following steps:

Step 1: Learn how your products relate to your users. Which emotions, feelings and beliefs does it generate or speak to?

Step 2: exact the best way to convey that to your ultimate user.

Step 3: Do the newspapers/magazines/radio/tv channels you’ve over to speak in get read by your preferred prospects?

Step 4: blocking and test each ad with a single entry in your transcendent media. (Do not run ad series until you’ve tested the pulling power)

Step 5: Buy the smallest display ad possible. Then each time it makes money buy the next size up until it starts to lose money. Then go back to the last one that made money - the optimum size.

Step 6: Continually run split tests to find the best pulling direct response for your product

Step 7: Use some of your advertisement saved to buy other means of marketing

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