It isn't as easy as you would think...actually sitting down to write ONE BLOG PER DAY is no easy task!
A common question is "What is the difference between advertising and marketing?" Put simply, advertising is a component of marketing, a very important component.
Bill Bernbach, advertising guru says, "Find the simple story in the product and present it in an articulate, intelligent, and persuasive way."
Key to Good Advertising
POSITIONING - Successful positioning means figuring out how and where you fit in your target markets mind. Know your target market and know them well!
· Position yourself in your ads as The Best, or as totally unlike (but better than) a similar product.
· Find the category (niche) that you belong to and position yourself there. Write sci-fi? Even more specific, do you write Dystopian stories? Position yourself to dominate that specific niche.
· Do you have an idea that no one has done before? Create a brand new niche!
The Four A's of Advertising
ATTENTION - make your target market notice you!
AWARENESS - make sure your target market remembers you!
ATTITUDE - leave your target market feeling good about your product
ACTION - get your target market to do something (buy your product)
One way to develop an advertising strategy is to think of the copy like a 5 paragraph essay (you learned this in high school!) Claude Hopkins of Lord & Thomas (one of the advertising giants) used this structure for Sunkist Oranges.
2nd paragraph - presents the benefits of the product to the consumer (delicious, healthful, flavorful, smells good)
3rd paragraph - talk about the features of the product (aids in digestion, provides food value)
4th paragraph - tie the features to the benefits (good mothers use it, germ proof package)
5th paragraph - challenge the consumer to try the product and offer something free or new (free booklet of recipes, new juice extractor!)
· What are you trying to get people to purchase?
· Who is your target market?
· Who is your competition?
· What makes your product better?
· How can you make your market notice you?
· How can you make your market remember you?
· How can you make your market feel good about your product (and themselves!)?
· Can you position your product by adding a new twist (like Drink an Orange)?
· What can you offer your customers keep them happy (freebie, discount, etc.)?