04 Jun 10 Essentials of Effective Advertisement Copy
Advertising profession aspirants often blindly jump into copywriting and then find themselves misfit for the same. Good writing skill, command on language and vocabulary are just not enough for it. Advertising copywriting seeks really different aptitudes. It seeks sense of humor, understanding of the consumer insight, and understanding of the market, playful attitude, sense of music, understanding of art and guts to experiment.
An effective advertisement copy is the one which successfully draws attention of its target audience, creates a favorable attitude towards the product and induces action. A good copy should have the following basic requisites.
It should be brief
Most important criteria for copywriting is the ability to craft short, crisp yet extremely interesting lines. That’s one major quality that copywriters often boast upon the content writers. Since our attention span is getting shorter day by day and readers prefer short, crisp advertisements it’s always recommended to keep the copy short and compact.
It should be simple and clear
Advertisements are means of communication and not means of confusion. So avoid the temptation of writing big, mouthful heavy words for the sake of showing your words prowess. Advertisements should be easily comprehensible, self-explanatory. Avoid ambiguous, incorrect words.
It should be apt
Copy should never be irrelevant to the target audience or the product category. Often the copywriter overlooks consumers or the product and get obsessed with the ambition of crafting award winning lines. An effective ad carries copy which matches with its consumers’ insight, product features and adds panache of creativity. Objective of the advertisement is not to be forgotten.
It should be personal
An effective ad is the one which portrays that it’s just talking to you. It carries personal touch. Words like ‘you’, ‘yours’ instead of a general message addressing all definitely works better.
It should be honest
Often advertising is accused of being manipulative and deceptive. But to remain in the business for a long run companies should always put forth honest and truthful communication. Communication can be wise and playful but not deceptive. It should not leave consumers with a false or wrong idea.
It should conform to the norms
All advertisements are supposed to conform to the standards, rules and regulations set by the advertising council of the country. Morally offending, community or religion humiliating, distasteful advertisement copies are banned all over.
An effective and nicely crafted copy is the backbone of any advertising communication.
Tags: Advertisement Copy, Aptitudes, Attention Span, Big Mouthful, Consumer Insight, Content Writers, Copywriter, Copywriting, Effective Advertisement, Favorable Attitude, Good Writing, Hone, Insight Product, Means Of Communication, Personal Touch, Playful Attitude, Requisites, Sense Of Humor, Target Audience, Writing Skill
17 May 09 Cold Calling: Is It Worth the Effort?
Yes, if it’s done right then it is worth the effort. Cold calling is one of the most cost effective and widely used lead generation techniques. Indeed, there are many much more effective ways of lead generation, but the utility of cold calling cannot be ignored. If you are running tight on budget, cold calling can help you getting your foot in the door, and from there you can begin your elevator pitch. Cold calling can be more effective than any other means of communication in the following three situations:
Introduction: There are situations in which cold calling is more effective than any other technique. If you are new in the market, and you want the clientele to take notice of you then you can consider using the cold calling techniques. Unlike introductory e-mails, a call to one of your prospective clients will buy you at least 10-15 seconds before they hang up. Use these 10-15 seconds to introduce your business, and if the call continues ask for 45-50 more seconds to discuss the things in detail. Use the time allotted to you very wisely. You do not need to supply all the essential detail in this 45-50-second time, just power pack the allotted time with an objective to fix a meeting by building interest in the services or products you are offering.
Database Tuning: A reply is not guaranteed when you send an e-mail to a random person from your database. The chances of your e-mail landing directly into trash bin are quite high, but when you make a call the person on the other end has to reply with either a yes or no; at time, people may be rude and just hung up the phone, nonetheless, you got the answer you were seeking. Use it to clean up the garbage from your database.
Sales Qualification: Use cold calling to see if your prospect is in the frame of mind to receive your salesperson or not. Given the complexity of sales life and the demand put on the organization’s resources (time, money and effort) cold calling can save hundreds to hundred thousands of dollars. This of course depends upon the size of your organization and resources you allot to prospecting and lead generation.
Be pushy and you lose the customer. This is guaranteed. No one likes pushy salesperson. Can you think of any more way in which we can use cold calling effectively? Write into the comment box below your inputs and suggestions. In the next article on cold calling, I will be giving a framework for a typical cold call.
Tags: Clientele, Cold Calling Techniques, Complexity, Database Sales, E Mail, Elevator Pitch, Frame Of Mind, Garbage, Generation Techniques, Hundred Thousand, Lead Generation, Means Of Communication, Objective, Prospective Clients, Random Person, Reply, Salesperson, Second Time, Time Money, Trash Bin
Low cost and high quality provided by the top Website Hosting providers.
Meet Michael Fertik with Reputation.com.