Why Your Dog Can’t Sell Your Car (and Other Advertising Tips)
Advertising. It's everywhere. From the billboards looming over highways to the tiny ads sandwiched between your favorite cat videos, it's a constant presence. But how do you, a mere mortal with a product or service to sell, navigate this chaotic landscape and actually get results? Fear not, aspiring advertiser, because we're about to break down the basics.
First, identify your target audience. Who are you trying to reach? Are you selling skateboards to teenagers or retirement plans to soon-to-be retirees? Knowing your audience is crucial. It informs everything from the language you use to the platforms you choose. Trying to sell skateboards to retirees is likely a recipe for disaster (unless they're particularly adventurous retirees, in which case, rock on).
Once you know who you're talking to, figure out where they hang out. Are they scrolling through Instagram, listening to podcasts, or reading industry magazines? Your ad dollars are precious, so you want to spend them where they'll have the most impact. This is why your dog, while adorable, is probably not the best spokesperson for your car dealership (unless your target audience is exclusively dog lovers with a penchant for station wagons).
Next, craft your message. Keep it concise, compelling, and clear. What problem are you solving for your audience? What makes your product or service unique? Avoid jargon and buzzwords. People are busy and have short attention spans. Get to the point and make it memorable.
Consider the different advertising formats available. Do you want a visually stunning video ad, a catchy jingle on the radio, or a thought-provoking print ad in a magazine? The format you choose should align with your target audience and your overall marketing strategy.
Don't forget the call to action. What do you want people to do after seeing your ad? Visit your website? Call for a free quote? Make it easy for them to take the next step. A clear call to action is crucial for converting ad views into actual customers.
Track your results. How many people are seeing your ad? How many are clicking through to your website? Which ads are performing best? Analyzing your data will help you refine your strategy and get the most bang for your buck. What works for one business may not work for another, so it’s important to find what resonates with your specific audience.
Advertising is an ongoing process of experimentation and refinement. Don't be afraid to try new things, analyze the results, and adjust your strategy accordingly. And please, leave the dog out of it (unless you're selling dog treats, of course).