6 Advertising Strategies the Pros Use

Knowing these six advertising stratgeies could take you to the top of your game once you learn to use them wisely. The big wigs have been using these techniques for years, so now its your turn to cash in.

1. There is psychology in advertising and selling. You are, after all, dealing with people. People have needs, desires and problems that need solving. Do you know how your products and services help people? Know the benefits you have to offer potential customers. Use words and imagery in your marketing material which evoke these emotions. Answer people's needs, desires and problems and you'll catch the attention of the people you want to attract.

No. You're not manipulating. You're communicating to people about what you have to offer them.

2. Know your target audience and place your marketing material in their path. This is the key to your success. Combining powerful copy with equally powerful imagery and you've swept them in, from a sea of thousands of other ads, all vying for attention.

3. Give your customers a reason to buy from you. Take a few lessons away from the next two examples and you may find yourself at the top of your game.

Example A: John E. Powers was a copywriter from the 1900's who wrote the following copy or an advertisement.

"We have a lot of rotten raincoats we want to get rid of." Odd, you think? The company sold the entire inventory the next day.

Example B: John E. Powers also who wrote this copy for an advertisement for a Pittsburgh department store.

"We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring creditors on our necks. But if you come and 'buy' tomorrow, we shall have the money to meet them. If not, we shall go to the wall."

He could have written "SALE! SALE! SALE!" He could have written "Bankruptcy SALE." He didn't. Instead, he gave people an honest reason as to why this Pittsburgh company needed to have a sale. The store was saved from bankruptcy, and this ad is likely responsible.

4. Bonus Pile-ons give people offers they can't refuse. If you can put together multiple offers you make a purchase almost inevitable. You've seen those infomercials where purchasing that healthy cooking grill for the low, low price of $19.99 seems much more affordable when you get fifteen more kitchen gadgets along with it. Add a deadline to it and you can guarantee you'll get most of your orders by the last day.

Where do you find give-aways? How could you possible afford them? Be creative. Build alliances with compatible businesses. A local furniture company used to give away four flights to Hawaii with ever $2,000 purchase. He gets the tickets for free from a company that makes money from the hotel stay.

5. Require your audience to take action. The biggest marketing challenge is to get people to visit your website or store or to pick up the phone or write out that cheque. A call to action is the one small businesses seem to leave out of their ads. Once you've made all this effort to get people's attention, it's a shame not to tell them what you need them to do.

6. Create customers for life. They want repeat customers who return time and time again to splash their money into your pocket. They won't do that unless they trust you. Developing a fair guarantee and honouring it will help. Advertising your guarantee, especially when your competition doesn't or won't can give you the edge. Using testimonials from your customers in your marketing material is also a great selling point. Never forget to ask some of your best customers for testimonials, and don't be afraid to use those Thank You cards! They make a great page on your website, and can be nicely laid out in your brochures and flyers.

Keep these six techniques in mind as you develop your next campagne. After you've used some of them, you'll learn what works for you. Every good business person develops their own strategies, but they are based on tried and true methods.

Linda Laforge-Koebel is an advertising professional dedicated to the business success of her clients. To see her portfolio and find more resources visit her at: http://www.CreativeEngineer.com or contact her by email at: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

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