SHOUT! That is how you get Noticed
Repetition works, constant repetition is king.
The battle in advertising is top of the mind recall. That is not achieved by a few spots and a scattering of messages either in the web, in the digital media or the regular print, radio and television. It is achieved by constant repetition, variations and the application of advertising mixes and combinations.
When someone says canned soup, Campbells come to mind. Toothpaste and you have Colgate. Detergent and you think of Tide. Fastfood and there is McDonalds’. These are some of the products that stayed best and longest in most peoples mind not because they banked on the excellence of their products alone and hoped that buyers will notice.
They advertised.
Repeatedly.
It is known among advertising circles that there comes a point when advertising can reach a point of diminishing return. That is, in our terms, increased advertising expenditures will not yield a parallel increase in sales. But until then repetition is the key. A simple classified ad for example can get you up to almost 30 exposures before it is reacted on.
We are a busy people. Nowhere at any point in our history had we been as preoccupied as we are now and probably more impatient. And so, as we trudge on along everyday with our tasks at living, the more there is a need for advertising to make us feel the presence of a product being endorsed. If you want your product to be in to competition, you will have to create messages that SHOUT. With the varieties of goods out there, with everyone advertising, you will hardly be noticed if you don’t stand out. So to get results do not scrimp on your advertising frequency.
If budgets are tight and you are not doing the job yourself, get a good freelancer.
1. Even with budget restrictions, do not advertise without frequency in mind. You can schedule to run your ads all at the same time than spreading it out. Choose a week to run them all, rest it if the budget is not enough, and then run it again. You get better results that way than spreading it thinly for months.
2. Effective salesperson has a method when doing presentations. They have AIDA in mind. This works just as well with advertising:
• Attract interest
• hold the Interest
• arouse Desire
• motivate Action
3. Make sure that the message of your copy is clear and that the first lines gives a good introduction to the body of your
ad. Do not hide crucial messages in the middle of the ad. Have it up front. If you have a standout, intriguing
headline, use it. It can be very effective at stopping people on their tracks. Take advantage of frequency programs.
4. Most readers, busy as they all are do not really put much stock in your company unless it is big and has gained
reputation. What they would be looking for are the benefits that the product gives. Think in terms of “What is in it for
them”.
If you are a big advertiser chances are you have an agency doing the advertising for you. No matter, use this guides for reference. There will be variations but the principle remains the same. Make your advertisement shout. That will give your advertisements additional take on leverage. That will take it from the shelves to the end consumers. But the idea is still frequency, repetition and grabbing attention.
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