When designing your ad, watch your ad flow. Ad flow is how the eye travels over the ad, from the first thing it sees to the last. Manage your ad flow and lead your prospect to results for you.
Are your B2B ads too creative? Do they prioritize cleverness over: 1) clearly and directly communicating what your company or products does, 2) clearly stating one or more unique benefits to the customer and 3) provide a clear instruction what the reader should do next. Clear?
B2B marketers often make their customers guess what to use their products for. Don’t just say, “We sell X”. Craft your message around the applications for your products so customers can more easily see themselves using it in what they do.
What do my interviewing a prospective employee, giving a wedding gift to people we know and inviting friends to dinner have in common. None wrote thank you notes. In the case of the prospective employee, as good as she was, she never got the offer. The others have hurt their personal brands.
Is it time to reinvent or refresh your brand? Listen to your own sales pitch and review the message your Website delivers? What is your current brand promise to potential customers? Do you even have a promise? Is it relevant in today’s market place?
#superbowlads final comment for the year: Showing your brand cares about social issues is popular in marketing. Good is when your company or employees actually participate in the causes. Poor is when, like the Mutual Insurance commercial, the company highlights unconnected heros and shoehorns its brand into looking good by virtue of the name mutual.
#superbowlads Part 4: On the largest advertising stage, sad to see so few ads speak about about product superiority or advantage. Kudos to #budlight and #kia for delivering creativity while giving the viewer solid reasons why their product is better.
Speaking about #superbowlads. It’s good to be creative but get to the brand and the call to action. Did you too notice too many commercials showing lead up after lead up before getting to the message. It’s not about the writer impressing about creativity, it’s about selling.
Although social media is becoming more important, TV ads on the Superbowl is still the #Superbowl of advertising too as advertisers spend millions on 30 seconds. Which commercial was your favorite? My votes go to Walmart and Budweiser for having creative commercials that promoted their brand and product superiority.
What is your marketing strategy? This tip might sound simple: write your strategy down. When you can articulate it and write it, you can better double check it to see if it makes sense and is completely thought out and you can refer back to make sure you’re on track.
To one company, “milk is milk”. To a savvy marketing company, “milk is alfalfa fed to relaxed cows who are free to graze”. Which product would you prefer? Look into the little things that competitors don’t discuss but may differentiate your product.
Don’t make prospective customers work to figure out why your product will be good for them, when reading your advertising. Instead of having a message that tells about your product, craft the message in terms that tell how your product will benefit them.
I was discussing a new ad national ad campaign by a major advertiser and we were all well aware of the creative concept, but could not remember the company. Lesson: don’t get too clever – it’s best to blend in your brand identity with your creative.
Health Care Protection Tips and Ideas for Employers and Individuals
. . . . . . . . . . . . . . . . . . . . . Cogitations, Ruminations & Recommendations . . . . . . . . . . . . . . . . . . . . . From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
writer, speaker and advisor on effective leadership