You’ve got your marketing plan worked out. Your budget is more than you would like, but you’re willing to commit to it. You’ve decided what media you are going to use, and you’re pretty proud of the deal you were able to negotiate. You’ve got your offer or message worked out. All that’s left to do is write your ad and get it produced. No problem. At least, that’s what most business people think.
Good business people are highly disciplined at measuring value. And, every step of the campaign development process has some basis in being able to measure something except the creative step. That’s where almost every entrepreneur falls down. Even the good ones.
Time and time again, I have seen the manager/owner write his own copy or try to direct a writer to create copy that is full of ad clichés that neither stand out nor convince. The result is predictable. All that time, effort and money is neutralized by ad copy that is only efficient at blending into the great background hum of “white noise”.
With that in mind, I have created a list of phrases and words to avoid. If you find any of these in your ad copy, re-write it. You can find words to get the same ideas across with more personality and originality.
1. Once in a lifetime
2. Friendliest store in town
3. Why pay more
4. Lowest prices of the year
5. Dare to compare
6. Lowest prices in town
7. Save like never before
8. Make an offer
9. Highest quality, lowest price
10. Best service in town
11. The perfect gift
12. For any budget
13. Public notice
14. Buy with confidence
15. Check out our great selection
16. Nobody beats our prices
17. We’ll save you money
18. Store-wide clearance
19. We sell more (item) than anyone
20. Hurry in
21. Everything must go
22. Never lower
23. Follow the crowds
24. Now is the time to buy
25. Don’t miss this sale
26. Save today
27. You won’t find deals like this…
28. Unbelievable prices (bargains, deals, etc.)
29. Boss is away
30. Gigantic sale
If you find yourself using any of the above phrases, go back and think of a more unique way to say the same thing. These phrases have been used so many times for so many products that there is simply no credibility to them any longer.
In fact, there are probably more that I have overlooked here.
Please feel free to add any others that you would like to never hear again.
Friday, June 26, 2009
Thursday, June 18, 2009
How to Calculate Expected Response from a Newspaper Ad
Few people, including advertising professionals, know how to calculate the expected response from a newspaper ad. A newspaper circulation of 200,000 doesn't mean 200,000 people will be contemplating your ad.
Here are the variables you need to consider when calculating an expected response from a newspaper ad.
1. YOUR TARGET
Every product has a demographic that represents its prime target. Let's say, for the sake of this example, that your target demographic is adults, 25 - 54
2. MARKET SIZE
If you are located in a city of 1.5 million people and the 25 - 54 demographic represents 40%, then your target population is 600,000.
3. DURATION BETWEEN PURCHASES
Since people don't buy every product they use every day of the year, the duration between purchases is important to consider. Let's say people buy your product one time per year on average. Then, your available market in any month is 1/12 of 600,000, or 50,000. Of course, you'll have to take into account the seasonal fluctuations for your product and apply the same logic.
4. NEWSPAPER CIRCULATION
If your local daily newspaper has a 40% penetration in your market, calculate that against your available 50,000 market to reach 20,000 possible qualified exposures to your message.
5. READERSHIP
Not every subscriber reads every page every day. Studies have shown that if you get 10% of the subscribers to read your ad, that is a very generous number. Applying that calculation to our example reduced the number of targeted customers to 2,000.
6. YOUR MARKET SHARE
Unless you have an exclusive monopoly in your market, you have competition with some customers who are loyal to them. If your overall market share is 10%, you can apply that to the remaining targeted customers, leaving 200 as your reasonable expectation.
7. RESPONSE RATE
Assume a 2% response rate from your ad.
8. RESPONSE
Your expected response (customers making a transaction) will be 4.
These numbers can vary wildly. However, the chain of logic remains constant. The offer, size of ad, weather, lack of or heavy competition, time of year and numerous other influences can have a bearing on final results. But, this model is useful to illustrate the realities of advertising response.
Here are the variables you need to consider when calculating an expected response from a newspaper ad.
1. YOUR TARGET
Every product has a demographic that represents its prime target. Let's say, for the sake of this example, that your target demographic is adults, 25 - 54
2. MARKET SIZE
If you are located in a city of 1.5 million people and the 25 - 54 demographic represents 40%, then your target population is 600,000.
3. DURATION BETWEEN PURCHASES
Since people don't buy every product they use every day of the year, the duration between purchases is important to consider. Let's say people buy your product one time per year on average. Then, your available market in any month is 1/12 of 600,000, or 50,000. Of course, you'll have to take into account the seasonal fluctuations for your product and apply the same logic.
4. NEWSPAPER CIRCULATION
If your local daily newspaper has a 40% penetration in your market, calculate that against your available 50,000 market to reach 20,000 possible qualified exposures to your message.
5. READERSHIP
Not every subscriber reads every page every day. Studies have shown that if you get 10% of the subscribers to read your ad, that is a very generous number. Applying that calculation to our example reduced the number of targeted customers to 2,000.
6. YOUR MARKET SHARE
Unless you have an exclusive monopoly in your market, you have competition with some customers who are loyal to them. If your overall market share is 10%, you can apply that to the remaining targeted customers, leaving 200 as your reasonable expectation.
7. RESPONSE RATE
Assume a 2% response rate from your ad.
8. RESPONSE
Your expected response (customers making a transaction) will be 4.
These numbers can vary wildly. However, the chain of logic remains constant. The offer, size of ad, weather, lack of or heavy competition, time of year and numerous other influences can have a bearing on final results. But, this model is useful to illustrate the realities of advertising response.
Wednesday, June 10, 2009
An 1876 Invention is Becoming an Important Marketing Tool
Sometimes we can overlook a marketing advantage that's hiding right out in plain sight. A case in point is a tool that was invented back in 1876. It's called a telephone. And, it may be on its way to becoming one of the most effective marketing tools that exists in these days of social media and web marketing.
OK, go ahead and roll your eyes at the corn-ball notion that some argument could be made for such a preposterous statement. To be clear, I'm not suggesting that a telemarketing campaign is better than an e-mail campaign. What I'm suggesting is that the telephone be used more often to connect with clients, important customers and others who are important to you.
Consider for a moment just how much e-mail has replaced talking on the phone over the last 10 years. Sure, e-mail is faster, easier and more convenient. No argument there. But, we also use e-mail to avoid even the most minor fear of rejection or having to deliver bad news. It's much easier to craft an e-mail than it is to face a challenging conversation.
the last time I advertised for a position in the agency, I narrowed my final choices down to four people and called each one. I got voice-mail on every call, so I asked them to call me on the phone to make an appointment for a final interview. Two called and two e-mailed me. I replied to the two e-mails, again asking them to call (making sure they had my phone number). One called and the other wrote another e-mail wanting to set a time. Guess who got eliminated from the final round first?
It made me realize that we are so used to communicating by e-mail that we've lost a degree of our connection with some who are very important to us. If you replace just 20% of your e-mail conversations with phone calls to your important contacts, you will be making yourself different while making a difference.
Keeping good customers is more important today than ever before. And these days, your competitors are trying harder than ever to get your customers. The telephone is a great tool for maintaining that connection. Because, tagging your e-mail with "LOL" will never create the same bond as sharing a genuine laugh.
OK, go ahead and roll your eyes at the corn-ball notion that some argument could be made for such a preposterous statement. To be clear, I'm not suggesting that a telemarketing campaign is better than an e-mail campaign. What I'm suggesting is that the telephone be used more often to connect with clients, important customers and others who are important to you.
Consider for a moment just how much e-mail has replaced talking on the phone over the last 10 years. Sure, e-mail is faster, easier and more convenient. No argument there. But, we also use e-mail to avoid even the most minor fear of rejection or having to deliver bad news. It's much easier to craft an e-mail than it is to face a challenging conversation.
the last time I advertised for a position in the agency, I narrowed my final choices down to four people and called each one. I got voice-mail on every call, so I asked them to call me on the phone to make an appointment for a final interview. Two called and two e-mailed me. I replied to the two e-mails, again asking them to call (making sure they had my phone number). One called and the other wrote another e-mail wanting to set a time. Guess who got eliminated from the final round first?
It made me realize that we are so used to communicating by e-mail that we've lost a degree of our connection with some who are very important to us. If you replace just 20% of your e-mail conversations with phone calls to your important contacts, you will be making yourself different while making a difference.
Keeping good customers is more important today than ever before. And these days, your competitors are trying harder than ever to get your customers. The telephone is a great tool for maintaining that connection. Because, tagging your e-mail with "LOL" will never create the same bond as sharing a genuine laugh.
Tuesday, June 2, 2009
Do You Hate Advertising Agencies?
There have been a number of occasions where I've met with business owners and managers who state flatly that they don't like ad agencies and don't think they can add any value to their marketing efforts. It's always left me somewhat speechless, because these people have formed strongly held opinions that were shaped by some experience they had. And, there was no amount of persuasion that was going to change their minds.
In reflecting upon why such negative feelings are held by some, I recounted some of the things I've seen over the years. Following is a list of five things that can turn a viable client into an anti-ad agency evangelist.
1. SURPRISE BILLS
Nothing will lead to a lack of trust faster than a bill that is not expected. Reasonable clients will expect a bill for work done. But, I have seen bills from some ad agencies that are completely out of line with the work that was performed. Once a business owner feels burned by an ad agency, it is almost impossible to gain their trust again.
2. UNDER SERVICE THE ACCOUNT
This takes a little longer for the client to recognize. But eventually, if they aren't given enough attention, they will believe that no matter how little they are charged, it is money wasted. Ironically, this problem usually comes from the agency charging too little so it has to take on more clients than it can effectively handle just to make a profit.
3. GET CAUGHT UP IN THEIR OWN CREATIVE IDEAS
I've seen wonderful work for a client, expertly executed and complete. And, completely off the mark. I worked with a pizza company whose previous agency's branding efforts were so completely off the mark that people came in thinking it was a slot car store. Small wonder they're still gun-shy.
4. OVER PROMISE IN THE BEGINNING
In this highly competitive business, many agencies resort to unrealistic promises of success in order to land the account. Then, of course, the results are never even close. Sometimes, if the agency can create a personal bond fast enough, they can modify client expectations back to something reasonable. But, often they can't, and the business owner feels burned by the whole experience.
5. CREATIVE ARROGANCE
It isn't as prevalent as the movies would have us believe. But, it still happens too much. Some young creative guy teams up with some young AE, and suddenly they think they are the only ones with answers that matter. The truth is, business owners often have much to offer and create a much better team when included. Not much will turn off a business owner who has worked his or her tail off to get where they are faster than some arrogant outsider who gets a boost from trying to make his client look inferior.
Thankfully, most agencies are not like this. They are hard working, insightful, talented groups of people who can add lots of horsepower to a businesses success. And, sadly, many who got burned once continue to get burned because they lose a competitive edge by doing it themselves.
In reflecting upon why such negative feelings are held by some, I recounted some of the things I've seen over the years. Following is a list of five things that can turn a viable client into an anti-ad agency evangelist.
1. SURPRISE BILLS
Nothing will lead to a lack of trust faster than a bill that is not expected. Reasonable clients will expect a bill for work done. But, I have seen bills from some ad agencies that are completely out of line with the work that was performed. Once a business owner feels burned by an ad agency, it is almost impossible to gain their trust again.
2. UNDER SERVICE THE ACCOUNT
This takes a little longer for the client to recognize. But eventually, if they aren't given enough attention, they will believe that no matter how little they are charged, it is money wasted. Ironically, this problem usually comes from the agency charging too little so it has to take on more clients than it can effectively handle just to make a profit.
3. GET CAUGHT UP IN THEIR OWN CREATIVE IDEAS
I've seen wonderful work for a client, expertly executed and complete. And, completely off the mark. I worked with a pizza company whose previous agency's branding efforts were so completely off the mark that people came in thinking it was a slot car store. Small wonder they're still gun-shy.
4. OVER PROMISE IN THE BEGINNING
In this highly competitive business, many agencies resort to unrealistic promises of success in order to land the account. Then, of course, the results are never even close. Sometimes, if the agency can create a personal bond fast enough, they can modify client expectations back to something reasonable. But, often they can't, and the business owner feels burned by the whole experience.
5. CREATIVE ARROGANCE
It isn't as prevalent as the movies would have us believe. But, it still happens too much. Some young creative guy teams up with some young AE, and suddenly they think they are the only ones with answers that matter. The truth is, business owners often have much to offer and create a much better team when included. Not much will turn off a business owner who has worked his or her tail off to get where they are faster than some arrogant outsider who gets a boost from trying to make his client look inferior.
Thankfully, most agencies are not like this. They are hard working, insightful, talented groups of people who can add lots of horsepower to a businesses success. And, sadly, many who got burned once continue to get burned because they lose a competitive edge by doing it themselves.
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