As the leader of a large e-commerce company, I conducted hundreds of tests where we carefully measured every ad’s direct impact on sales.
I saw exactly how many more people clicked or didn’t click each time we changed an entire ad, or even a single word or image. We measured and tracked the precise impact each particular version of an ad had and found the patterns that worked every time.These top four strategies work in every advertising medium.
Be shockingly original
Many advertisers inadvertently benchmark themselves into mediocrity. They see a successful ad and conjure up another one like it. But imitations never bring the magic — even the cleverest copycats blend into the crowd.
Anchor your ad in something truly credible and all your own. Then boldly dramatize that special aspect in all of your advertising and stick with it.
For example, you may be the second-largest pizzeria in town. What’s so great about that? Well, maybe smaller batches mean higher quality. Sell what sets you apart. Remember Avis is only No. 2 in car rentals. So why go with us? “We try harder.” That slogan turned the company’s sales around, and served it well for 50 years.
Talk about me
Customers are primarily interested in themselves — a reality many advertisers neglect. If you want to get the most from your advertising spend, start by understanding what your customers really want from you. Then talk about their before and after to show they will get what they want.
For example, if you’re a dentist, don’t focus your ad on your dental schooling or state-of-the-art equipment. Show your prospective patients the gorgeous smiles you’ve helped create for your current patients — and that you can create for them too. Help them see themselves as more confident and attractive with their improved smiles.
Be humble, sort of
Don’t declare your product is “better.” No one will believe you.
Instead of wasting your ad dollars bragging, point to a positive review from an expert critic, or quote a delighted customer who will seem “just like me” to your prospect. If you say your pizza tastes best, it’s unconvincing self-promotion and money wasted. But if 100 people say it on Yelp, then customers may accept it as fact.
Be specific
Which promise moves you more? Is it, “The fastest pizza delivery on Earth” or “Your pizza in 30 minutes”? It’s probably the one that gives you a countdown to when dinner will arrive.
Specifics are convincing and emotionally compelling, and that’s just what you want for your advertising.
Think of it this way: It’s nice to tell your partner, “I love you for a million reasons.” But offer one or two concrete examples instead and you’ll be putting the kids to bed early.
Legendary copywriter Julian Koenig once observed: “Million-dollar budgets are frequently used as a substitute for good advertising.” That may be true, but it is always cheaper to write a good ad than to try to make a bad one pay. ●
Jerry McLaughlin is the co-founder and former CEO at Branders.com.
