IN ADVERTISING, IT’S ALL ABOUT THE MESSAGE

The Power of Words

by Barbara J. Daniel, Publisher/Editor, The Cleveland Women’s Journal

Identify your target market – B to B or B to C? Who can use your services? Who can use your product?  Understand your customer and their needs.

Whether it is Advertising, Facebook, Twitter, Instagram, Linkedin, Website, Blog, Podcast, video or newsletter, think carefully about the words you use. Once they are out there you can’t take them back.

Content marketing turns readers into educated consumers

• Educational Articles:

Organize your message first – like an outline - be the reader – avoid long sentences and paragraphs. Begin with the main point, then descending order of points. Be clear, concise, cordial, conversational, correct, compelling.

• Be authentic & honest

Don’t use buzz words – don’t make claims you can’t support, i.e. “best” or “cheapest” or “only.”
Communicate without selling

Avoid exclamation points!  Justify on the left.

• Headline is critical

Consider using a question rather than a statement. More powerful—gets the brain thinking about a response. Your brain is fixated on solving problems.
Don’t make logo bigger. Not relevant to prospects.
Don’t let lawyers write your copy.
Don’t mention your competitors.
Tell a story, use a testimonial, use photos or graphics.
Get the reader/listener to take action.
Get to the point.
Create value for your prospect/customer - make it relevant to them.

• Identify the most commonly asked questions about your product or service

Position yourself as the local expert in your field or specialty.
Pre-Qualifies prospective clients, customers or patients.
You won’t lose business by sharing information.
You want to be a resource.
Include a photo of yourself & something about your qualifications.

• Display Ad Design

Distinctive, simple, full color, headline, white space – full color ads are 78% more likely to be remembered than black & white.
Use a font that is readable in print & online such as Garamond.
Avoid black background & white text.
If you use coupons, shorter expiration dates promote faster response/longer dates produce more redemption/discounts less than 40% may not attract new customers.
Placement of an in a magazine makes very little difference – left, right, top, bottom.
Bleed ads have an advantage.

• Effective Marketing Plan

Don’t be too ambitious – but do something. Do at least one thing & do it frequently & well
Diversify the medium – print, direct mail, e-newsletters, video, TV, radio, website, social media, podcast, blog. Deliver key messages through a variety of media. With a more diverse campaign you are likely to increase your reach & your number of impressions.
Find out how your target market uses media & when – home, work, car?

• Set marketing goals

S – specific
M – measurable
A – attainable
R – realistic
T – time bound

• You must be committed. Commit the money & leave it alone. Plant the seeds that will grow later.
• You must be consistent. The marketing message must be constantly reinforced.
• You must be confident. Most marketing plans take at least 60 - 90 days to produce even minimum results. Be patient, your efforts will pay off in the long run. 
• Use one media to direct your customer to another.
• The world is littered with brands that fell from grace because they couldn’t stay relevant and embrace change!

Don’t be that brand. Take action. Do something, even if it doesn’t work at first, do something. If it still doesn’t work, try something different. Don’t just wait for business to come to you.

Create a message that is strong, relevant, consistent, and flexible to change when necessary—like during COVID-19!

 Barbara is the publisher and editor of The Cleveland Women’s Journal, a print and digital magazine. Since 2004, the mission has been to “Empower Women Through Knowledge.” CWJ is free and focuses on small businesses, entrepreneurs, and local non-profit charitable organizations. CWJ donates a substantial amount of advertising each issue to these non-profits as well as to professional women’s organizations. Barbara can be reached at [email protected]  | www.womens-journal.com

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