Part of building an effective digital marketing strategy is creating business advertising that captures the essence of your company. That means that good business advertising communicates clearly with your target audience. You can create campaigns that get your company in front of your target audience and that put ads right where your customers are exploring on the Internet, but unless your messaging works, those ads are unlikely to have the effect you want.
So what do you say in your business advertising? You know that your company is unique and has much to offer your customers. So how do you communicate that uniqueness and that potential to the people who can benefit from it the most? Here are some messages to consider including in your business advertising.
Use power words in your business advertising.
Even if you have been promoting your business for a long time, you may not be aware of power words. These are words that are particularly effective within business advertising because they have the power to capture the attention of your target audience and motivate them to take action.
Examples of power words are the following:
- You
- Because
- Value
- Free
- Proven
- Powerful
- How To
- Try
- Find
- Unique
- Proven
- Now
- Increase
There are literally hundreds of power words from which you can choose. Selecting the right ones will depend largely upon your business and your target audience. The best strategy is to begin to incorporate the words you think will resonate best with your target audience, and then test your business advertising to see which ads do best. These ads will show you which words are most powerful for your particular company.
Emphasize what is unique in your business advertising.
Your company is one of a kind. And, you believe in the value it can offer to your target audiences. Otherwise, you would never be in business and, quite frankly, you probably wouldn't have very many customers.
However, do you know exactly what makes your business different from everyone else in the industry? And do you know exactly what benefits your company offers to your customers? Perhaps even more importantly, do your customers know?
One of the keys to effective business advertising is being able to clearly communicate the unique value your company offers. Called the unique selling proposition, this value is the thing (or things) that are true about your business that mesh with your customers' needs.
For example, if you sell toys, your unique selling proposition might be the free toy repair you offer customers, the affordable prices, or the fact that you sell vintage toys that are hard to find elsewhere.
Once you know what your unique selling proposition is, you need to incorporate it into all of your business advertising. When your business advertising clearly communicates this message, your customers will be more likely to seek you out as the solution to their needs or problems.
Embrace your brand values in your business advertising.
Hopefully, you have taken the time to establish a true brand for your business. This means that your company has a voice, and values, that are reflected in your logo, messaging, and yes, business advertising.
When you are creating business advertising, one of the messages to include in some of your ads are your brand values. For example, do you have a fun voice to go along with your bright toy store? Consider using words and phrases and imagery that reflect that fun personality. On the other hand, do you have a professional voice to go along with your law firm? Include that sense of competent expertise in your business advertising. The more your ads reflect the heart of your brand, the more memorable, and desirable, your brand will be to your target audiences.
Offer potential customers a deal in your business advertising.
Customers love deals. And while they are particularly on the hunt for bargains during the holiday season, you can successfully leverage deals to earn business all throughout the year. As a result, consider including bargains, deals, coupons, and discounts in your business advertising.
For example, is free shipping standard practice in your company? Make that known to your target audiences in your business advertising. Do you offer discounts for purchases over a certain amount? Create an ad about it so people feel free to buy just a little more from your store.
When you can offer irresistible deals and offers through your business advertising, you really hold the key to your target customers' hearts. Not only will you be offering them things they want and need, but you will be doing so in a way that promises to save them money.
Reduce risk through your business advertising.
Finally, you may want to take steps to reduce risk through your business advertising. Customers are naturally risk averse, and in a digital age where personal information is often compromised, they want assurances that their information is safe with you and that you will deliver the products and services you promise them.
To that end, consider adding elements that reduce risk in your business advertising. For example, add in money-back guarantees, free returns, and third-party verification (such as customer testimonials). When people know that there are ways to mitigate their risks, they are less likely to shy away from your company and more likely to fully embrace it.
The right business advertising will have the right messaging. If you need help crafting compelling messages, do not hesitate to reach out to Distinct. We can not only help you craft a compelling digital marketing campaign, but help you write the messaging that will win you leads and customers over the long term.
