7 Top Tips for Small Business Advertising
When it comes to advertising, there are lots of tips and guidelines on what you should and shouldn’t do. It can take hours, days and months to wade through all that information!
To make it easy for you, I’ve compiled what I think are the top 7 tips for advertising a small business.
1. Use a benefit-heavy headline. Your headline must tell readers how your product will benefit them. A benefit-laden headline is key for pulling people into your ad. Tell people clearly and quickly what your product will do for them; namely, what problem your product or service can solve.
2. Use attention-getting words in your headline. These include: Free, How-to, Secret, Rare, New, Fortune and Amazing. All these words intrigue people because people want free stuff that is new and rare so that they can have it before their friends and family. And everyone likes a good secret! Knowing a secret makes people feel special.
3. Sell benefits; not features. This is a biggie in the marketing and advertising worlds. You shouldn’t only sell your benefits in your headlines, but in the rest of your copy and photos too. People don’t care that a digital camera has umpteen pixels; they care about the fact that their photos will come out looking sharp. Give people the benefits first, then explain how they’ll get the benefits by the features.
4. Repeat your ad over and over and over…. Repetition helps create memories. People won’t remember you or your brand if they don’t see your ads over and over again.
5. Use believable, real testimonials. Testimonials from satisfied customers can be one of your most effective advertising tools. People know that you think your product is great; that won’t come as much of a surprise when you tell them that. But knowing that other people think your product is great goes a long way in influencing other people’s thinking. Just make sure your testimonials are detailed, preferably with numbers and specifics on how your product helped another customer. Also, publish a photo with the testimonial, along with a full name, and city and state of the person who’s providing the testimonial. Otherwise, your testimonial will seem fake.
6. Highlight your differences from your competitors. The only way to get business in the sea of look-alike companies is to point out what makes your company different from others. If your competitor claims to have the lowest prices, you should claim something totally different, like having the best quality. Don’t try to compete by blending in; compete by standing out.
7. Always test your ad before taking it to the masses. This can save you a lot of money in the long run. If your ad isn’t effective with a small group of people, it won’t be effective with a large group of people either. Run some focus groups and present a few different ad ideas and see which one the group likes the best. Then use that one to market to the masses.
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