What does your marketing have in common with every other advertiser running in print, direct mail, television, radio, outdoor, online, or any other advertising channel? Too much.
Don’t Hinder Response Rates
If you don’t invest the time to determine what motivates your customer, and prospective customers, your marketing will miss the mark every time. Here are three common weaknesses that may be hindering your response rates.
Number 1: Creative without a strong strategy behind it.
Have you ever rushed your marketing efforts to make a deadline? If you haven’t clearly defined who you are reaching, and what you are saying, you’re not alone? Don’t make the mistake of developing creative simply to run an ad. It might be the most expensive advertising you ever place.
Number 2: Copywriting that says what you want to say, not what your customer needs to hear.
You’ve heard it a million times before. It’s not about you, it’s about them. Your marketing efforts must clearly illustrate the benefit for the customer, rather than just educating them about the offerings.
Number 3: Creative that overshadows the message.
Flip through any magazine or newspaper, turn on the television, or visit any website. It’s everywhere. Beautiful creative, but do you remember the advertised product? If aesthetics were the only thing that mattered, life would be so much easier, right? If you are expecting your marketing efforts to increase response rates, being pretty isn’t the only piece of the puzzle. A clear call-to-action will win the day, every day.
Don’t make the mistake of running an ad, just to run an ad. With a little thought towards the future and a disciplined approach to creating compelling copy/creative, your marketing will get results. After all, that’s what it’s all about.