Print Advertising Still Works . . . (Outrageous Story)
Traditional media is still alive and extremely profitable for those who know the fundamentals of great marketing. The problem is that few businesses really know how to create an ad that resonates with their market, offers a perceived benefit, and gets the prospect to take action. The result is that businesses have taken their lousy advertisements from traditional media and ported it over to the Internet. The same lousy advertising is now online caked with lots of multimedia and still woefully ineffective. It doesn’t have to be this way. If you can get the marketing fundamentals right, you can have really effective advertising online or off.
Some of the very basic fundamentals of good advertising include the right offer, to the right market, with a well defined call to action. Last Friday a friend of mine shared a story that shows that traditional media is still alive and well, if you get the fundamentals right.
Almost a Hundred Women Call Him Out of the Blue
A few weeks ago a friend of mine began to receive unsolicited telephone calls from women inquiring about an extravagant vacation opportunity with him. By the time it was over he estimates that he had received around 100 phone calls from all sorts of women. Eventually the phone calls became a burden. Women kept asking details about his extravagant vacation opportunity. The problem was that there was no vacation opportunity and he wasn’t looking for an older woman to accompany him anywhere.
The News Paper Ad
After some investigation he found out that there was a newspaper ad with his cell phone number listed. The text ad basically stated “Man seeks 62 year old woman who will accompany him on an all expenses paid trip to Florida from November until May. Call 201-555-5555.” Something that simple prompted him to get almost a hundred telephone calls. There were no fancy graphics or pictures, just words in a simple newspaper ad.
Get Your Message and Market Right
There is an important lesson to be learned and can it be applied to almost any business or event. The ad example from above illustrates some very basic, yet powerful marketing fundamentals. The ad was for a very specific prospect, “a 62 year old woman.” There were clear benefits for the prospect, “All expenses paid trip to Florida.“ And a clear call to action, “Call 201-555-5555.” The ad was devastatingly simple and super effective. Unfortunately in today’s advertising world businesses either cloud their message with too many details or don’t give the right details to get someone to act. As the old adage goes, “keep it simple stupid!” Next time you go to create an ad, make sure you are hitting on the basic fundamentals of a great advertisement.
Want to get more great info? Check out the articles below:
- Why Well Planned Events Fail
- How to Get Them To Your Event
- Getting Them to Buy Tickets Early
- Turn Your Event Into an Experience
- Leveraging Your Sponsor's Digital Resources
- The Event Promotion System
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