StudioTracker
Well-Known Member
Packing a Punch into a Classified Ad
One aspect of marketing is locating people in the market for your service, and informing them of what you offer. One of the most obvious ways to reach people in the market is by placing an ad in a business directory or in local press, but within the confinements of a small advert, how can you convince people that youre worth a trial?
1. AIDA Framework
One widely accepted model of advertising is the AIDA framework. The model proposes that your advertising needs to 1. get the attention of prospects 2. generate interest 3. create desire 4. and trigger action.
2. Dont be modest
Advertising is not the place for modesty. If you cant sell yourself, no one else will! Be confident about what you do. After all, prospects will not be impressed if the best thing you can say about yourself is were just as good as the other one down the road.
3. Make a Big Promise
When potential customers are looking to try something new they will be naturally weary. Your advertising needs to persuade them that they will not be disappointed if they try out your services. Including a guarantee such as
Stunning results or your money back!
will reassure prospects that they can put their faith in your skills.
4. Make an offer
Encourage people to act on your ad by proving them with an offer they cant resist. You dont have to resort to discounting. Think added value rather than increased value. For example:
Free manicure with every first booking
5. Stand out
Look at the ads you will be directly competing against in the publication or directory you are advertising in. How do they look? Probably pretty similar to the one you have devised. Instead, why not look to adverts you like from businesses in other industries and take inspiration from the approach theyve taken. For example, Cadburys more recent ads have been about having fun. One way you could adopt this approach would be by having a picture of the fairy Godmother from Cindarella and a caption saying Salon owner, (insert your name).
6. Its all about the benefits
The beauty industry doesnt exist because people want someone rubbing their back for 30 minutes or because people want their nails to look shiny. It exists because people want to feel good about themselves, both inside and out. Your marketing needs to articulate how you will fulfil this requirement.
One aspect of marketing is locating people in the market for your service, and informing them of what you offer. One of the most obvious ways to reach people in the market is by placing an ad in a business directory or in local press, but within the confinements of a small advert, how can you convince people that youre worth a trial?
1. AIDA Framework
One widely accepted model of advertising is the AIDA framework. The model proposes that your advertising needs to 1. get the attention of prospects 2. generate interest 3. create desire 4. and trigger action.
2. Dont be modest
Advertising is not the place for modesty. If you cant sell yourself, no one else will! Be confident about what you do. After all, prospects will not be impressed if the best thing you can say about yourself is were just as good as the other one down the road.
3. Make a Big Promise
When potential customers are looking to try something new they will be naturally weary. Your advertising needs to persuade them that they will not be disappointed if they try out your services. Including a guarantee such as
Stunning results or your money back!
will reassure prospects that they can put their faith in your skills.
4. Make an offer
Encourage people to act on your ad by proving them with an offer they cant resist. You dont have to resort to discounting. Think added value rather than increased value. For example:
Free manicure with every first booking
5. Stand out
Look at the ads you will be directly competing against in the publication or directory you are advertising in. How do they look? Probably pretty similar to the one you have devised. Instead, why not look to adverts you like from businesses in other industries and take inspiration from the approach theyve taken. For example, Cadburys more recent ads have been about having fun. One way you could adopt this approach would be by having a picture of the fairy Godmother from Cindarella and a caption saying Salon owner, (insert your name).
6. Its all about the benefits
The beauty industry doesnt exist because people want someone rubbing their back for 30 minutes or because people want their nails to look shiny. It exists because people want to feel good about themselves, both inside and out. Your marketing needs to articulate how you will fulfil this requirement.
