Let us be very honest – It is not easy to write an ad that grabs people's attention and inspires them to buy.
Before you even think about writing an ad, you need to have a clear idea which customers need your products and why. This takes some thought, and it may mean changing your customer niche to attract different customers, or changing your products and services to accommodate the customers you attract. Either way, you have to match your products with the real needs of your clients.
Here's why: If you haven't identified your target market and narrowed it down to the customers who really need what you sell, you might as well stand in football stadium during half time and hope someone will hear you. Without a focused target for your ad, you have nothing to aim at, and you'll miss the mark. Just like someone in a football stadium at half time -- lots of people will see you, but no one will bother to listen to what you have to say.
A targeted customer will, by definition, see how your products can help them.Your ad copy will not only engage their interest, it will make them think, "That's what I've been looking for!" And that kind of response makes selling a snap. Here are some important ideas to help you to define your message-to-market so it grabs the attention of the right customers.
- Define your "message-to-market" so you can name exactly what you sell, what it does, and who you're selling it to. Are they men or women, old or young, active or sedentary, married or single, etc? What does your product promise to do for them?
- Figure out who wants what you sell, why they need it and what specific things make your product attractive to them so you can write ads that are specific.
- Position your business so that it stands out from others in your field. What's unique about your product or business services? How can you convey that to your customers?
When you have written out your answers to the questions above, you are now ready to write ad copy that's designed to attract customers who are ready to buy what you sell.
When you write an ad, the key to grabbing your customer's attention is to offer a genuine solution for their problem. Think of it as "What" you do and "Who" you do it for. This is the idea behind a "target market." Your Who is already clear in your mind so that writing ads about the "What" that attracts your customers will be a whole lot easier.
A targeted customer will understand that your products are relevant to them.
But you still need to let them know just how much you understand their needs. (This is the "Grab" part.)
Taking the time to find out exactly who your customers are and what they really need is all part of defining your niche market. Always keep your ears open and find new ways to connect with specific needs, beliefs or problems. Do they want more variety, better quality, safer products, cheaper prices, faster delivery?
A convincing ad always highlights a specific need and offers a solution that's a "no brainer." It greases the hinges in your customer's imagination so that they're ready to buy before they even contact you or walk through the door. A targeted customer recognizes that your solution is valuable to them, and that makes closing the sale very easy to do.
So get clear on those first 3 steps and in my next article, I'll outline the exact ingredients you need to write great ads that inspire your customers to buy. We'll look at how to make specific offers that solve their personal problems and cause them to have the "I need that" response that makes closing the sale easy.