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STEPHEN OLIVER'S EXTRAORDINARY MARKETING

WHAT'S A GREAT ADVERTISEMENT?

What's a Great Advertisement? Back in the 1980's many of us in the industry let the market convince us that we were advertising GENIUSES. Suddenly "Karate Kid" and series of imitators hit the movie theaters, TV, and video store. Suddenly every kid just had to take karate - and every parent was eager to find their own Mr. Miagi to mentor their child.

Any ad that got in front of enough people that combined the words karate and kids or children got huge response. If anyone really was a genius back then - it was if they (like I did) were aware enough of what was going on to keep fanning the flame, to keep throwing more and more advertising into the market and let the school fill-up. The results were so incredible that it was really easy to get cocky and take credit for an externally driven HOT market.

Many direct marketing experts that I know describe their approach as finding a heard of people who are running for a product (or service) and jumping in front of that stampede and taking a share of the profits. Certainly if you can jump from product to product this is an easy approach - as a martial arts school owner that really doesn't work well.

Peak Markets

Before we talk about ad content let's discuss the difference between an unusually hot market - that happens from time to time (Karate Kid - then Tae Bo)

When you hit an incredibly hot market really what you want to do is throw everything you can at the market. Anything you can do to get exposure - run with it. Put clear copy in front of your target audience that lets them know that whatever it is that they are rushing to find is exactly what you have to offer.

If you have lots of competition then you need to develop in your ad your USP (unique selling proposition.) What can you offer that is above and beyond your competitors that will enhance the prospects experience.

The Rest of the Time

Any ad - that includes a one page flyer, a newsprint ad, ad TV spot, a direct mail piece, an infomercial, or a coupon has several major elements:

The Headline

The headline is the AD for the AD. It is designed to capture the prospect's attention and peak their interest enough to get them to read the rest of the ad.

The headline must reach out to your target prospect and grab their interest. Headlines can be of one of several types:

1. One that arouses curiosity. That is interesting and encourages the prospect to read further to find out more by reading the ad content. These types of headlines are really dangerous. If you confuse the reader - rather than taking the time to explore further they will probably just skip over the ad.

2. Promises a benefit. "Create unstoppable confidence in your child" "We will teach your child to never be a victim of bully's again" These types of headlines arouse interest in prospects who have a "top of mind" concern in one of these specific area.

3. Addresses a problem. "Does your child have a problem with confidence? If so read on for a tremendous solution" "Does your child have a problem with bully's? - Discover our solution"

4. Describes your prospect. "Are you a parent of an elementary school student?" "Frustrated parents of K-3 graders"

5. Cute or a Play on words. Forget all your ideas about advertising needing to be "creative" or about allowing "creative types" to design your ads. Year's ago I hired an ad agency who designed a full campaign from the ground up. Their headline concept was "If you love your child, give them a belt" (sub headline: A karate belt that is - a white belt a black belt and all the belts in between) Really cute à IT BOMBED! We tested it side by side with: "Karate is the best thing I ever did for my child" and, "The greatest gift you can give your child - confidence" (borrowed gratefully from Tiger Schulman.) Both of the ads that I had designed out-pulled the ad put together by the "creative types" at the professional advertising agency by a factor of at least three to one.

6. A Testimonial. See above. Testimonials are a wonderful way to develop your ads. Television ads use "slice of life" as simulated testimonials. Infomercials are usually just loaded with real life testimonials from everyday people - unscripted and real.

Remember that the headline is the ad for the ad. Often on the first, second, third, or even fourth exposure to your ad the only thing that the reader may notice or remember is your headline. Hopefully they will at least associate your headline with your name.

(c) copyright 2001 Stephen Oliver

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