Back to Basics #2: Effective Advertising
It’s funny. We’ve been advertising brands for so long, we’ve forgotten how to compete. Or so it seems.
Think about it. How does your product or service really stack up to the competition? Have you ever ran an ad that makes your advantages clear, in no uncertain terms? Or are your ads more of the large-beautiful-image-with-tiny-logo-in-bottom-right-corner variety? You know, ads that could just as easily come from your competition, who are trying to foster the same lifestyle/workstyle/aspirational/feel-good message as you.
So, ask yourself three questions.
1. CAN you run an ad that clearly outlines your competitive advantages?
If you can’t clearly state your competitive advantages, you have problems. Either you don’t know how to communicate them, or your product doesn’t have any.
If you can’t communicate your clear benefits, a quick trip to see the sales staff, or some of your retail stores, is in order. How are they selling the product? Can they send you some of their internal Powerpoint presentations? By talking to the people who are responsible for sales, you’ll quickly understand your advantages.
2. And if you can, HAVE you?
Okay, so you know your competitive advantages. Have you run an ad that hits people over the head with them? Not an ad that dances around the issues, or tries to communicate a feeling, but an ad that actually has a powerful claim as a headline, or a comparison chart?
This is an example of a powerful claim: People who use our product get 56% more sales than their competition.
This isn’t: Using our product makes you feel really good.
This is another powerful claim: You don’t need a hybrid to get 40MPG.
This isn’t: Techology so powerful, it’s changing the game.
And this is another powerful claim: You could spend $25,000 on a service you can get from us for $2,500.
This isn’t: A new way to reach your audience.
Notice that powerful claims actually have things like numbers, and clear advantages. If you’re already running ads like this, congratulations! You’re ahead of the game.
3. If you can run powerful ads like this, and haven’t, WHY not?
You know your competitive advantages, but haven’t run an ad that clearly communicates them, why haven’t you? Are you afraid of offending your competition? Terrified of moving the needle? Or do you simply think they’re at odds with your brand?
If it’s the latter, you may want to rethink your advertising strategy. Today, the most effective, measurable ads run in front of people who are already looking to buy (think Google AdWords, think about the coming Apple ad platform.) They don’t have time to luxuriate in the feeling of your brand. They need to make a decision. Now.
And it’s your job to help them.
