Your digital ad message should be designed to get the viewer to click, not necessarily to sell the product. The message is different from a typical ad in that the limited space will be better used to attract & move the prospect to a selling space.
What is your strongest marketing message – be the solution. Communicate how you are the solution to an important problem customers face and how your product or service solves it in a unique, exceptional or otherwise superior way.
For your marketing campaign to be successful, you need to be committed to consistency – consistency in timing, placement, message, brand image, media and follow up.
Some press release headlines are more effective than others. When sending a release to the media, try testing two or more different headlines to see which one is picked up more frequently.
Quick! Take a look at your Website. What is the message there? Then ask your sales people what is their message to a prospect. If they are significantly different, you may be having a brand disconnect.
Trying to get some mention in the media? Don’t just send a press release, give the editor or writer a story idea. What do you think would be an interesting story around your product or service?
With no sense of urgency, people feel less of a need to act now. Whenever pitching an idea or offer or sale, give a deadline for withdrawal of the offer so people feel they need to act now.
Don’t keep your expertise a secret. Make part of your marketing plan to get out and speak in front of groups where potential leads and networking will be relevant and valuable to you.
In public relations, with writers and editors having less time to pay attention to a lengthy pitch, do you think a conventional press release is a thing of the past?
Don’t just send out a press release to the media. Attach a note to the writer or editor listing a couple of reasons why you believe that the release will be interesting to their readers.
When customers ask questions, it usually means that they are close to buying. Make sure 1) it’s easy for customers to ask questions, and 2) provide answers that lead to closing the sale.
A product advantage isn’t always about adding quality or features to the item itself. Often superior service or dependability adds value, such as ease of ordering, quick shipping, knowledgeable customer service people, etc.
Health Care Protection Tips and Ideas for Employers and Individuals
. . . . . . . . . . . . . . . . . . . . . Cogitations, Ruminations & Recommendations . . . . . . . . . . . . . . . . . . . . . From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
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