by Skip Cohen
In this Marketing Monday post, Scott Bourne shares fifteen basic advertising appeals, but there's a secondary message I want to add.
So often in talking to photographers I've heard the comment, "We tried advertising once and it really didn't do much for us!" First, advertising one time anywhere is a complete waste of money. You need to have your ad out there at least three times and in the same basic position of the magazine, newspaper, website - wherever you're placing your material.
Second, ads don't work for a wide variety of reasons. It could be your ad was confusing or lacked enough information. Maybe the vehicle you chose to advertise in didn't really hit your target. Timing is critical along with building a sense of urgency for consumers to act on your ad. Maybe your competitors did a better job of reaching the target audience.
Third, just advertising isn't enough. You have to weave a web around your target audience using print advertising, an Internet presence, a good website, direct mail, publicity, a great blog, community involvement - everything that helps build a stronger brand.
by Scott Bourne
Hat tip to "Mass Advertising As Social Forecast”
Marketing is a great big bag of tricks and one of them is advertising. Most of you don't do much advertising. That should and will change for those of you who want to thrive rather than survive. When crafting your advertising message remember there are just 15 basic advertising appeals. 99.99% of all advertising ever created works off of this set of 15 appeals. So study them. Remember they can be used as either positive or negative reinforcement to make a point. Think about how you could use these appeals to reach your photography clients.
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