What you can measure you can manage
There are many different ways in which your business or product can be promoted. Some of those ways are more effective than others. The only way to know which methods you should persevere with is to measure outcomes. Measurement is on the basis of return on each dollar spent.
Testing headlines, pictures, sales appeals and copy should be a natural part of your advertising. That testing need not be expensive. It may be as simple as asking somebody to read your ad copy aloud to you. If they struggle with a sentence re-write it. If there are parts they are unclear on assume that others will find the same thing.
If you have a database of clients you can test different messages on different parts of the database and measure the results. The most effective copy can then be utilised in wider advertising. As an example of testing consider the appliance company which was unsure whether a new air conditioner should be sold by an appeal to getting rid of humidity or to being cool. They tested and found that “How to have a cool quiet bedroom – even on hot nights” was two and a half times more effective than “Get rid of that humidity with a new room cooler that also dries the air”. The humidity appeal was removed from future advertising.
Test, test and test again!
It is important to test on a small scale anything that you intend to use on a larger scale. Testing gets opinion out of the way and puts the focus on a core business need – what is it that appeals to the customer and will encourage them to buy.
Small business advertising, and therefore testing and measuring, should be targeted at actual sales. For a small business there is no value in any other sort of advertising. Big businesses spend significant amounts of money to brand themselves and to stay in the limelight. A small business doesn’t have sufficient budget available to them to be able to focus on branding as a goal in itself.
Spend most of your time developing a great headline
With any ad the experts say that no matter how striking any illustration in the ad it is the headline that is critically important. If your headline doesn’t catch the reader’s attention then the rest of the ad might as well be in Spanish. Some research has suggested that the headline is 50 to 75 percent of the advertisement. So, unless your business name describes accurately your business offer it shouldn’t be at the top of the ad – a common mistake.
Good headlines appeal to self interest and are based on benefits to readers. Remember that a technical feature of your product is not a benefit. The next best headlines are those that give news followed by those which arouse curiosity. Research also suggests that headlines that paint a gloomy or negative picture should be avoided. Often business owners will feel pressured to write clever copy in ads but simple, easy to understand, ads (and headlines) have been shown by testing to be more effective.
Strangely, once an effective ad has been found, business owners can be guilty of deciding to change them after they have run for a while. But it is the customer who should choose when the ad is no longer effective by not buying. If you have a good ad, it attracts customers and sales, then keep using it.