Advertising That Builds Increased Sales and ROI

By Tom Gauger

There are folks who get paid big bucks designing and writing ad copy.  While some are good with others better, there’s a unique breed that separates the real pros from those who can get the job done, but don’t have the sizzle.  As you look at your next TV or radio spot, what are you looking to get accomplished? What do you expect your sales numbers to be and with what increase in ROI or you expecting?

When looking at your media campaigns it gets incredibly important that you time, say and include as well as know what to exclude in your voice over copy.  Really good copy writers can get paid very handsomely as they should.  Unfortunately as the internet is a wonderful and useful resource for many individuals, it’s an easy way for unqualified individuals and companies of every sort who in fact set up shop on a daily basis.  So where do you turn and who can really get the job done for?

Let’s take a look at some interesting facts.  Over 90% of individuals buy from who they think of first.  Stores that are brick and mortar, will have the vast majority of the public drive by and never know it existed. Of all the hundreds of ads that you see and hear everyday, how many do you actually remember?  Most small business think that if they include their name and telephone number in their radio or TV spot, that their ad will work – Most ads produce fair to mediocre results.  Many businesses build their ads with price as their driving focus – What does that company then do when another comes up beside it that is cheaper – Price almost never wins.  Most companies focus on the obvious or what should be obvious like quality and professionalism – the fact is, that the public expects that and therefore while it may be a breath of fresh air to actually receive that, it’s not going to stick in the minds of your potential customers when a 30 second TV or radio spot runs.  So what do you do?

For one thing, try and look at your company and image while you’re not the first in the market, is there an avenue or slice of it that you can be first?  Who was the first person to cross the Atlantic solo? – Bet you know that – But now who was the second?  Can’t answer that can you?  But you can tell me that Amelia Earhart was the first women to cross solo.  She was first as a woman pilot to cross.  What can you do to be first or to be perceived as first in your market? 

With that in mind what can you do now with your voice over copy to be perceived as first or front and center in your market?  This is what you need to be concentrating on.  You want people to think of your company first especially if that 90% rule is true.  Yes it’s important especially with radio that you communicate your name and telephone number, but absolutely make sure that you are perceived as first – That’s really the golden rule.  You might be first to be open 24 hours or first at combining certain services that make it much more convenient for your customers that your competitors would never think to do.  Without knowing your business it’s hard to come up with examples, but you get the idea.  Maybe you’re an all female company that has traditionally been seen as a male role male dominated industry.

The fact is, that you have got to stick out.  And the same old tired advertising that so many of the radio and cable reps suggest to you to run probably won’t work or work nearly as well as it could.  When in doubt, get with a polished production company who know what does and doesn’t work and have it done professionally.  Quality really does count with the perception of your ad – Always has and always will Guaranteed!