Image : http://www.flickr.com
11 principles to improve outcomes in general, business-to-business display advertising
Where the art of selling is gone ...?
We have published more than 1,300 listings of business-to-business magazines in Australia, has been analyzed.
These indicators have been analyzed and compared with 10 widely accepted principles of advertising, plus an extra principle we feel is true for B2B ads .....
The principles are explained in this area, but soon realize that your admust -
1. Reader's gravity, with the participation of weightlessness Sync
2. They have a strong title
3. Do not reduce the benefits for the "solution" (for our own principle)
4. Dealing with easy to read typography
5. Get to the point quickly
6. provide sufficient material for sale
7. Address "you" the reader
Eighth features translate into benefits
9. Be careful not to make claims are vague, but specific
10. Tell the reader what to do next
11. Do you have aUnique Selling Proposition
These principles are accumulated from the tests and publish the best doctors published in the last 60 years.
Billions of dollars have been spent discovered, you try and prove them right. The results of our analysis are always breathtaking ...
O Less than 1% of one of the ads were all 11 principles.
93% or not more than half of principles.
O Less than 2% met the most critical principle (a goodHeadline).
The most common problem at the basis of these results is that most companies do not clearly understand what makes them different and therefore should not encourage a view of the competition.
The examples show us what to do and do not want the ads are from true reviewed. But he acknowledged examples of what not to do are tailored to protect the company from easily.
In both cases, does not reproduce or denomination. Perhaps you recognize your own ad, butothers are unlikely.
Ultimately, this resource is precious arms with the foundation to improve your advertising.
Principle 1: The display has to be reader-gravity gravity of sync with the participation
reader's eye naturally try to start your ad on the top left and bottom right in the end. This is the physical structure of English in the workplace. Each book has never read a newspaper article was printed in this way.
It is so common that it is quiteunconscious. There is a point of arrival on the top left, and even a terminal in the lower right.
The eye is resistant to the anti-gravity or left.
Occurring at the same time as this axis is different.
Your readers will follow the most natural seriousness "involvement" of the presentation, then the titles, then the text.
This is the process of scanning and detection at work ... Your eyes move from one picture in large letters, writing largesmall font size.
What follows is the best application of AIDA ... Awareness - Interest - Desire - Action.
First, your reader will be aware of your ad and then they are interested. Then you awaken in them a desire for your product or service, and encourage action.
These double standards at work in his ad, which is to make the best overall structure of what you synchronize both. And that means, roughly, by drawings or pictures at the top left, then the titlebetween them, the body copy, then the call to action.
This works in reading preferred by the customer to build. Avoid conflicts give up the physical act of reading, because of an appointment, and your readers before everyone in your message.
But almost all B2B ads, we see the order of these elements to the mix design prepared agenda.
For example, an ad that puts a space in the center of the title page and the images andCopywriting fragments around him, makes it difficult for the reader to determine where to start. The first few seconds of a reader's eyes meet your company's listing will make or break the display.
Synchronized reader-gravity and lightness participation helps them to read your ad longer.
Principle 2: The display must have a strong title
Inappropriate ads on a B2B title. A title is used, an explanation, or a sentence or a question a reader animatedEnter your ad body copy.
Through testing, it is generally held that a securities account for up to 80% of the potential effectiveness of ad sales.
The four best appeal to your title can get are: 1 Interest in the second quarter Curiosity value 3 News Quick and easy profit
There is no fixed rule, sooner or later the headlines, but fail to see if they have a title that will introduce more people.
Since many of the ads, we need to check that the titlesare abstract or just the name of the company, which most likely will not generate sales and have to buy.
The protection of companies and brands, as is our understanding that their products and services are completely healthy, we recommend using these examples of bad titles, we found in our test ...
1. "Small, but great art" 2 "The power to give" 3 "Finally there is a solution"
An announcement is a "sales person in print '. There is a seller.
AThe company did not request one of its vendors of any of these titles as the opening to provide an interview.
But unwittingly, this only shows that
Some of them could double or triple their effectiveness only with a better title.
Consider these three examples to better ad titles B2B ...
1. "Congratulations, you've saved $ 10 by buying a fake ... it is a pity party, the warranty can cost $ 90,000 air compressor" 2 "Slash Tire Maintenance" 3 "AvoidSlip-up with the new widget Pallet-Liner "
Principle 3: The ad must not reduce the benefits under the "solution" word
If we had a dollar for every time a company uses the "solution" word ...
derived some time ago a kind of holistic, comprehensive service. But in the last 10 years has been to use on skin benefits.
Not all the ads that avoid the "solution" word better than those who do not ... but the word has taken on a veil over substance.
Expand"Resolution" and return this powerful substance.
But how well-intentioned managers and advertising agencies contract substance still looking for a quick summary, they receive a "solution".
Our advice is to specifically describe what you're product or service and reach.
If the "solution" is already broaden your slogan or name on the top of it and educate the reader to copy the body.
We see great products and services without wanting to reduce their advertisingEfficacy ... 1. "The latest ventilation and smoke solutions"
[Headline for industrial fans and portable drives] 2 "Elastic Solutions [headline for sales of accessories for conveyor belt] 3 [Headline for laser marking and cutting]" to identify permanent solutions "
The following examples could also have the "solution" word, too, but he resisted and instead took the trouble to describe tangible benefits ...
1. Rapid Spill Control "2" Seven reasons why you should notPurchase of a laser "[headline for laser cutting services, interestingly, the motto is" innovative solutions ", and she defended the use of this as a title] 3" If you need any kind role for your machine, here's how you solved your problem in a simple phone call ... "
'Solution' To banish from the headlines and use them only in the body copy for advertising after it was explained in the title or opening paragraph.
Principle 4: The display must have easy to readPrinting
The act of reading is a complex process and it is important that your ad and help prevent this process.
Tips may seem restrictive, but to seek guidance for the publisher of the host. There are reasons why their sales organization, leading, font and font size, as can be seen.
The characters are easy to read, "serif" font. The simplest is the color of black text on white background.
Paragraph alignment easierleft. The easiest format to view a copy of the body is at 9 points and 13 points.
Vary from this guide that you want to give selective emphasis.
But I understand that your ad is difficult to read if the text is too "Dressed to Kill" is.
Two of the biggest problems we have in our industrial exposure control were seen, in font and contrast ...
Serif fonts such as Times New Roman are that small curls and ticks are in all cases. These help to read the form easily. We read of the wordsGiven the general form of the word, and the ends to help our eyes to do so.
Sans Serif (or "no thanks") is modern, but makes it easy to read and more difficult.
The contrast between text and background was the fault of others we have seen often. Check out these examples ...
Many B2B ads we've seen this type of disturbing elements from the "Printing" ... the word of the display.
We do not violate copyrights or to disclose the names, so they do not reproduceExamples for you.
Instead, we ask you a question, as the title was used by a landmark publication in 1984 by Colin Wheildon ... "Are you communicating or just beautiful shapes?"
Principle 5: The display must come to the point quickly
The priority of the correct information in the ad copy is the highest number of points before pressing the least important.
Only when the words above were interesting, the following words are read.
So you have to send the message morepowerful point of sale, on the one hand, to continue to keep readers and keep them with other relevant news to get the call to action. The reason is simple ... Time is precious when the player is navigating.
Clever wordsmithing hit copy or delay and dilute the message.
But many of B2B ads, we waste the precious first few lines of their display to brag or caution before giving a fixed value that their products or services without doubt offers ... Take thisExamples, adapted from ...
1. "The path of Enterprise-maturity is often associated with moments of tenderness and hesitation. But you have to endure these moments in this difficult time. For the companies we have a wide range of products and solutions to ensure business growth is as certain how much to bid quickly, "[the opening hours of sales marketing software] 2" For once a service is the new standard for value, function, performance and style. This time from the company "3"You can refuse to deal with" close enough is good enough, you will learn that the brand is only truly complete range of widget covers every aspect of your needs "
But this is an example for all, to the point quickly ...
"Now there is no need to pay the fine large slabs of heavy wall pipe big partition the open ends.'s Stock a wide range of fasteners and inserts for the job at a fraction of the cost!"
Your advertising works best when it comes to the point.
Principle 6:The display must provide enough substance for sale
Your ad is like a salesman, so he has to provide the largest possible number of relevant news, provided they do not differ cloud.
A brief announcement that says little of substance can possibly save the expense of advertising space on a powerful message point of sale.
A display as he can give the right messages, run the ad that says little shorter. Many B2B companies seem to be afraid of "long copy" ads or long-winded. But as long asWords provide a value, free of fat, they will be read by the right people. Who cares about the wrong people boring? They were not going to buy from you anyway.
Want proof copy is long safe? Are you still reading this marketing resource for six pages, and not think for a minute, we do not sell something for you.
We often see good products and services, sales copy, which is composed of only a handful of words ...
1. "Widgets temperature heat exchanger. Bindless SealTechnology "2." Great quality. Customer Service. Side channel blowers widget. Call for a brochure. "3" of superior quality! exceptional value! The widget smart From Down Under "
Examples include sufficient detail ... 1. "You can buy small quantities, because our factory is not set up a job of size, or ... you can buy in bulk and receive discounts helpful ... either way you win" points [Two of a dozen The individual does display a second band approximately AD 250 words] "Why is the brand differs from otherVSD compressors on the market? Must not be discharged and will give the air from the moment he begins to stop now. "[This announcement put some effort in good coverage of points]
Principle 7: The ad must deal with, "you" the reader
Ads that are in "you" speak the language, easier to read, offer better performance, and transmit the advertising message in person.
Ads will appear self-serving, not to speak to the reader's interest in mind.
Announcements see talk of "we"society or "it" product. They fail to address 'you' the player.
We all know that, but do not apply to our ads for them ... Our readers are interested in what we can do for them. 'You' as the word must be more frequently used in the titles of the most successful. The next 4 were 'yes' to know 'how', 'new' and 'who'.
These are simple examples of good products, that advertising does not change the address reader ... 1. "Society world leader in hand protection with an innovative series ofProducts and solutions for all types of industrial ... "2 [The word" you "is used only in the fourth paragraph.]" The logo was designed to be more efficient than any multi-level widget ever made. Through decades, we have the capability of the fire boxes are raised to meet the needs of modern industry. We improved in 30 years ... "[This announcement is not an instance of" you "in their material]
These examples show that B2B advertising can, in fact,Addressing the reader ... 1. "If you use pellets, then, companies that specialists lift" 2 "Our service ... we are everywhere, you can arrange transport goods around the world." [This ad has been 21 uses of "you" or "your", and only one out of 13 paragraphs of the words in it]
It 'hard, too many "you" the words in your ad.
Principle 8: The ad must be translated into utility functions
The characteristics are static properties and do not haveintrinsic value. For example: "The door is blue." One benefit is a benefit to someone. For example: "It complements the rug."
The advantages are the language of the customer, even if they are data-rich and appear to be characteristic of reading and writing.
But as an advertiser, you can not count on your readers to do the mental exercise of translating features into benefits. It 's the work of your announcement to make.
Sales training sales personal use persists candidate phrases like "way"in their dialogue with stakeholders.
"Our hand is twice the thickness of standard brake pads in order to protect your hands from the heat."
Your ad should do the same. Do not use bulky translator but the translation is still occurring.
Most of the ads that do not see, with features translate into benefits, not the reader, to say what they win. These ads cut their products or services.
For example, read these excerpts from B2B advertising feature only of whatare probably great products with great benefits ...
1. "Even a. Sealed Widget. Single, double piston design. It can be purchased as a completely open or closed" 2 "This widget provides a maximum flexibility of 50th-C to +105 ° C" 3 Run a superior control and signal processing "
Compare them to translate these extracts, which has a big job to do in performance ... 1. "Excellent adhesion: does not work or drip" 2 "The loading and unloading containers, to reachmuch faster turn-around time of delivery truck / trailer "3". The equivalent of 5 steel drums, but only the area of 4, making the cost of transport and storage "
We argue that brand awareness is not enough to get to your ad.
Your market must be aware of the key selling point instead of the message and the benefits of buying your product or service.
Principle # 9: The display must be to ensure claims are vague, but does not specify
vague statements in the advertisements we see frequently. But making vague statementslittle revenue impact. These involve the ease of the crime or at worst, fraud mild. As a special mean the facts are true, the claims are real, measurable results.
If the product arrives at reducing downtime 23% more, you need to see the specifics of their allegations.
If no special off-hand are known, or your agency should encourage testing for specific features, or looking for case studies and examples of customers.
Heinz is also known in marketing circles with more than 60 hadProducts if they claim that "57 varieties" in its advertising. But, as Heinz understanding 'of the power of the features that remain under-represented the truth in favor of fewer but specific.
One point is that the best characteristics relate to performance. Characteristics, the characteristics of your product or service related, such as size, are not necessarily powerful.
Let's see some examples of poor specificity in B2B advertising all the time ... they offer good products ... 1. "Thenew engine company is the solution of very low-cost brand, compressed, and the quietest engine in its class "2." New range of measurement products. Small size - great performance "3" Less energy, more profit "
Compare these with statements that are specific ... 1. "92.86% experienced a reduction in the cost of recruiting ..." 2. "The brand astounding 18-360 times faster than other drill driven mixer mixing of" 3 "... Turning waste liquid in a cake solid volume reduced by up to90% "
What are you inclined to believe more?
Principle # 10: The ad must tell the reader what to do next
The process of in-person sales calls a "field closed" when the needs of your buyers are understood, recognized and resolved.
Your advertising takes the same hands waiting for the reader to the explicit action is necessary to make them work.
An area of long-listing is likely to describe in detail what happens next, why and what you can expect of the reader. Buta brief message, contact details clear and the reader is strongly encouraged to use it.
An ad that calls for the sale of a seller. An advertisement must not be wasted.
B2B ads, you do not see explicitly tell the reader what to do, shopping, what could be an excellent product or service ...
For example ... 1. Call the toll free number 1800 zzz zzz "2 [under the logo in the bottom of the page Obscured]." Companies http://www.company.com.au 9999 9999 [list in block format, after all,Top of page] 3 "Companies email@company.com.au Tel 9999 9999 [located at the bottom of the chart, in 6-point-size]
But these examples show how to ask for the sale ... 1. "Phone now on 9999 9999 for a short-form catalog the full range of materials handling companies." 2. "The entry in the database is free. Record your data now http://www.company.com.au" 3 "To get a free copy or to arrange a meeting place for companies to present the results of workThey call or email@company.com.au 9999 9999 "
Once your company listing educated your readers you should tell them what to do next.
His readers are silently begging to be done. Your ad must lead.
Principle # 11: The display must have a Unique Selling Proposition (USP)
A good display is a clear statement. A good proposal is the sale required. And the best thing as a unique selling proposition is.
A USP is best used in place of aconventional slogan, or title, or both.
The concept is a powerful and underused and outdated, because for the first time by Rosser Reeves, an advertising executive identified in 1960.
Three famous examples ...
Domino's Pizza - Fast Food Delivery
"They made hot 30 minutes or it's free" M & Ms - Sweets
"It melts in your mouth, not in your hands" Fedex - Logistics
"When you absolutely, positively has to be
itovernight
These are more than slogans. They promise something tangible.
A USP is almost invisible to the world of B2B ads, despite the force that brings a marketing strategy and advertising, which puts it.
Many B2B advertisers are big business in the midst of a marketing strategy or controlled from overseas.
If you like through the process of deriving a USP difficult for them.
But it's worth. Although onlyThe position of a particular product better. Ask us how.
These examples show that under good products and services offered by Modest slogan ... 1. "Always on the move" 2 "Creativity in the interface" 3 "The creation of economic opportunities"
Here's a rare treat ... just one example of a possible USP, hidden in a graphic in your ad ... 1. [For compressed air and cooling solutions "service without any service of preparation time, but the advertiser does not have this feature in place of the password ... in ourSee that the success would have been] moving
Recommend : Proposition 8 jessica seinfeld
No comments:
Post a Comment