Table of Contents
- Task 1: How to Identify Your Audience?
- Task 2: How to Create A Catchy Tagline for Your Company?
- Task 3: How to Set Advertising Budget?
- Task 4: How to Create an Impactful Press Kit?
- Task 5: How to Write the Right Brief?
- 1. Write from The Reader’s Point of View
- 2. Highlight Emotional Benefits of The Products
- 3. Answer Questions from The Reader
- 4. Apply only one offer
- 5. Current date
- 6. Call for action – call-to-action (CTA)
- 7. Simple language
- 8. Keep text short
- 9. Short sentences
- 10. Avoid Foreign words
- 11. Short words
- 14. Only one thought per sentence
- 15. Active writing
- 16. Use verbs instead of nouns
- Task 6: How to Write an Advertorial?
Now a days advertising is essential for all kinds of businesses as it is the best way to get to the final consumer, but with advertising being one of the most important medium to clients there are things to consider, things to learn about advertising and how to make a successful advertising for your business or product, In this long blog post we will talk about the most common tasks an advertiser need to do.
because this is going to be a long blog post you may want to check the table of content bellow and you can jump into a specific part, unless you don’t want to miss any additional information this guide.
Task 1: How to Identify Your Audience?
Before starting any advertisement, it is essential to identify your audience, because your company will benefit significantly if you know as much as possible about your target group. In the age of global markets, promotional activities will be very expensive to target everyone in the market, moreover it can be a waste of money when the costumer is not even interested in your offer. Therefore, a well-founded target group definition is worthwhile, because it gives you valuable input for your advertising strategy and relevant content for your website or social media activities. And by identifying your potential customers, you will have a clear idea for who is seriously interested in your offer and can address them without wastage of money.
1. How to Identify Your Audience in 4 Steps:
Step 1: Describe the characteristics of your
Step 2: Identify the individual market segments based on the selected characteristics.
Step 3: Analyze your options for the different market segments.
You will get an overview of the market, the competition, the distribution, the prices and the type of customer acquisition. These include, for example:
- the market volume: What is the maximum turnover I can achieve in my environment?
- the market growth in the industry
- the earnings situation: are the profit margins high enough?
Step 4: Determine customer preferences, customer needs and the application of the product.
So, ask yourself:
- What do customers value?
- What does the customer need from his point of view?
- Which customer problem is solved by this?
Please note: The characteristics differ depending on whether you want to address consumers or companies as customers.
Task 2: How to Create A Catchy Tagline for Your Company?
1. First the Logo
Use your tagline with a meaningful logo to get the maximum effect. But the logo comes first. Design a smart logo that represents your brand before you start looking for a tagline. It would be ideal if you worked on a tagline and a logo at the same time to create a matching, balanced combination. Make sure that your logo and tagline complement each other and tell a related story.
The big brands are not afraid to adapt their taglines to suit their changed priorities or market changes. It is is an essential process that helps companies remain relevant and competitive. If you feel the need to change your tagline in a few years, do it!
2. Take Your Time
If you have been thinking about the Tagline for your company, don’t be in rush split your work process into several steps. It will take you an hour to brainstorm all the ideas that may work for the tagline, an hour or two to draft a few taglines, and two hours to ask your friends about suggestions, discuss the suggestions with your team, and make improvements.
Creating a tagline can be difficult even for experienced professionals. It will take at least a full working day, the tagline is what your audience will read, hear and tell give it time.
3. Keep the Tagline Simple
A Tagline must reach the audience directly in order to be successful. And you only have a few seconds to make a good impression, so take the opportunity to your advantage. You can imagine why the tagline “The best devices since 1949” would be an absolute disaster. Try to create something concise and simple.
Use as few words as possible. Suppress the need to put several ideas in one sentence. Avoid complicated and confusing words that make your audience wonder what you mean. But sometimes you can break this rule. If you come up with a complicated word that has as much meaning as an entire sentence, use it! Who knows? Perhaps this word alone will be responsible for making you stand out from your competition.
4. Use Humor
Make your tagline even more memorable by using humor, but only if it’s relevant to your brand.
Check out what cracked.com did with its bold tagline: “America’s Only Humor and Video Site, Since 1958.” This tagline contains not just one but several jokes. On the one hand, the tagline makes fun of the phrase “since such-and-such year” because this statement has become banal and boring. And secondly, cracked.com claims to be the only humor website in the US, which is so ridiculous that there is nothing else to say.
In addition, cracked.com claims to be the only video website in America since 1958. However, there were no video websites in 1958. As you can see, a joke in your company tagline may increase the likelihood of being noticed and staying memorable.
However, you must pay attention to your priorities. If your tagline is more difficult to understand due to the humor, don’t use one.
5. Be Honest and Don’t Praise Yourself Too Much.
As with all things in life, honesty plays an important role in branding. Are you sure that your company offers the best quality, as your tagline promises? If not, then you should change it.
Avoid demanding words like “the best” and “No.1”. These are clichés used by unimaginative companies. Also, you cannot prove it directly, even if you really offer the best product or service.
You have to find the golden middle ground. Get the idea of the best quality and service without sounding arrogant. If you are a real professional, it will not be difficult for you.
Hint: Can’t think of any ideas? Here’s a piece of useful advice. Pretend you’re creating a brand message, not a tagline. What would your product say to your customers if it could speak?
6. Think About Your Target Audience
Think about your reach. Does your company target people in your region, country, or around the world?
If you advertise your product in international markets, make sure that your tagline works across cultures. If the statement is translated into other languages, it may lose its uniqueness or the meaning will become a disaster. Take KFC for example. The unusual advertising tagline “Finger lickin’ good” had to be adjusted to fit the Chinese market. This created the less appetizing tagline “Eat your fingers off”. Hire a professional to translate your tagline into several of the most common languages to avoid any misleading translations in the future. If you are happy with how it sounds, use it calmly.
7. Think About What Makes Your Brand Special
Are you doing something that none of your competitors are doing? Do you offer motorcycle delivery? Perhaps your dental office is taking care of people who are afraid of dentists. The Crossoak family dental practice has found an intelligent way to differentiate their brand in the crowded market. The dental company uses a large chicken in the logo in combination with the tagline: “We take care of cowards”. Use your tagline to make your company unique. This is a safe method for customers to remember your tagline.
8. Rhythm and Rhyme
A tagline that has a rhythm and rhymes is always a good idea. Your potential customers are guaranteed to remember the tagline immediately if they see it on an advertising poster or hear it on the radio.
you might like to read: how to set Facebook ads and the difference with Google AdWords
Task 3: How to Set Advertising Budget?
1. Method 1: The % Method
As a rule, advertising expenditure correlates with sales in a certain percentage ratio. But here too there is an enormous fluctuation range.
For example, while around 3 to 5% of sales are spent on advertising for capital goods or services, this is sometimes 20% and more for consumer goods.
For many small and medium-sized companies, however, advertising expenditure is less than 1% percent of sales. If you want to know how high these values are in your industry, you will find it in specialist magazines. The (free-based) statistics portal Statista also has a lot of information about advertising expenditures of individual industries or companies.
2. Method 2: The On-Demand Method
The demand method is well suited for advertising planning in the first financial year. Especially in the first year there are many costs that you have to make as a one-off investment: logo, stationery, printed matter, shop lettering, vehicle lettering.
Make the annual requirements available in your budget planning. In the following years, this need no longer arises and you choose a different budget determination method.
3. Method 3: The Target Method
Of course, you can set the advertising budget in a goal-oriented manner – for example in cooperation with an advertising agency. Goals you want to achieve can be:
- a certain amount of sales,
- a certain increase in sales,
- addressing a new target group,
- the introduction of a new service or a new product or increasing your level of awareness.
In such a case, let the advertising experts calculate how much money you have to use to achieve a specific target.
4. Method 4: The Per Capita Method
Alternatively, you can also calculate how much it is worth to you to acquire a single customer. This is also the best method when doing online advertising. For example, you can set your budget for AdWords advertising.
If winning an online customer is worth 20 dollars, you can use this amount fully for your advertising. Here it is important to have a precise and constant monitoring of success. If the acquisition of a single customer becomes too expensive, you have to optimize the advertising measures.
Conclusion: There are different methods to set the advertising budget. It goes without saying: Regardless of which method you choose, the expenses must be covered by the sales and earnings planning.
Task 4: How to Create an Impactful Press Kit?
Basically, creating a press kit always makes sense if you want to inform about a specific event. Unlike the classic press release, which is part of the press kit, these are topics that you would like to prepare on a large scale or for a specific event. But you shouldn’t overwhelm journalists with this kind of information. So always think about whether your press kit will do justice to the occasion and the effort involved.
1. Distribute Press Kit: Where and To Whom?
When asked whether you want to put together an information package with the press kit, there is also the question of “where”. Online PR is faster, cheaper and more widespread. So why should you prepare a press kit as a print document?
In times of the flood of information on the Internet, a large number of press releases, which are not always of equally good quality, quickly spread. With a well-prepared press kit, you can stand out and stand out from the competition. It is important, however, that the press kit really differs from others. Because especially at business events you can meet a lot of journalists, and also numerous press releases are distributed. No journalist will want to take all of the folders home with them at the end of the day – so there should be a special incentive in your press kit.
2. Elements of A Perfect Press Kit
Even if you naturally stand out with your press kit and stand out from others, there are a few elements that should not be missing in any press kit:
Table of contents:
As soon as you open your press kit, the journalist has to see what he can find here. A classic table of contents is therefore useful to give the reader orientation. When creating a press kit, you should definitely think about the table of contents.
The press release:
The heart of the press kit is the press release, in which you describe the news about your press kit precisely and according to the guidelines of a press release. Depending on the subject and frequency of your press releases, you can also put three older messages (sorted chronologically in descending order) in your press kit.
Company Fact sheet:
When did you start? Who are the founders? What is your business idea? What do you offer? What locations do you work in? Who is your target group?
You should note key facts about your company that fit your press release on your factsheet. Everything should be included, but at the same time you should not spread too much information so that your press kit remains clear. One or a maximum of two pages in bullet points are sufficient for your factsheet.
Images or even moving images make every journalist’s job easier. Product photos and photos of people as well as pictures on which something happens (person in action) are particularly popular. The image material should be enclosed with your press kit on a USB stick or CD and be available in various sizes (72dpi and 300dpi) and formats (eg jpg and eps). Your logo can also be saved here, depending on the occasion.
Whether an interview with the managing director, infographics with statistics, a product sample, an overview of previous press reviews – there are no limits to the design of the additional materials in your press kit. However, you should never lose sight of the actual topic and always remember that added value and not more work should be created by additional material.
Of course, the journalist should be able to contact you if he has any questions. It is therefore advisable not only to place the contact details on the press release as usual, but also on the press kit itself or to attach a business card to your folder.
Task 5: How to Write the Right Brief?
Brief or Sales letters follow their own rules. A brief should not only be read, it should trigger a specific action on the part of the reader. Those who do not know the rules for texting are just burning their advertising budget. So, what should you pay attention to when writing your brief?
1. Write from The Reader’s Point of View
A common mistake is writing the brief from the perspective of the writer and not from the perspective of the reader. However, the recipient will only read the sales letter if it is off interest to them. The reader is not interested in how good your offer is, but in the benefits it brings.
It is important to distinguish between the features of your offer and the benefits. A product property is a mere mention of the technical or physical details and the quality. The product property alone does not tell the reader what benefit it will bring. Only when you say what your reader can do with the product properties will he recognize his advantage. Example: The specification “25 mega-pixels” does not indicate any specific benefit. However, the statement “the resolution of 25 mega-pixels ensures razor-sharp images”.
2. Highlight Emotional Benefits of The Products
Ultimately, it is our gut feeling that determines the purchase. You can therefore increase interest in your product by emphasizing its emotional benefits. Example: You offer time management seminars. The benefit of your offer is to learn how to save time. But why do the participants need more time?
The emotional benefit is precisely formulated to meet the needs of your target group. Depending on what is important for your target group, “having more time” means something different for each individual person.
Example: more time for the family (for family-oriented), more time for further education (for curious people) or more time for relaxation (for those looking for peace). Therefore, find out what is important for your target group and formulate your offer accordingly.
3. Answer Questions from The Reader
When the recipient holds your brief in his hands, several questions will flash through his mind within a few moments: What is it? Where does it come from? Who writes me? Why should I read this?
In addition to these general questions, there are also a lot related to your offer: How much does it cost? What can break? What does the competition offer? Is it cheaper there?
Before writing, think carefully about what questions the reader might ask and answer these questions in the text. Any question you leave unanswered will decrease your chance of a positive answer.
One of the most important questions the recipient asks himself is: Is the letter actually addressed to me? He will only continue reading if he can answer this question with yes. You should therefore address the recipient personally by name. Letters that begin with “Dear Sir or Madam” usually end up directly in the trash. So, make the effort to find out the names of your contacts.
4. Apply only one offer
Those who write a cover letter and are still inexperienced often pack several offers in one or point out future promotions. However, this is exactly how you lower the response rate. Why should the recipient be convinced of your offer if you do not trust yourself that it is strong enough to make him react?
5. Current date
Pay attention to a current date. If the date is missing or is out of date, the response rate is reduced. The reader gets the impression that the letter is not so urgent and that he can take the time to answer it. So always write a timely date on your letter. In addition, you should also give a specific date until when the reader should react, because without this time pressure he will probably put the letter aside and forget it.
6. Call for action – call-to-action (CTA)
Always tell the recipient exactly what to do. He will probably not do anything without explicit instructions. So, write directly and promptly. Example: “Order …” or “Request …”
You should also tell the recipient what medium to use to respond. Tell him whether to call, send an email, or reply card. Be sure to write the reply address or phone number in the text of your letter. So, the reader doesn’t have to look for them. It is best to enclose a reply card. It makes it unmistakably clear that a response is expected. When sending to companies, you can also send a fax reply.
7. Simple language
Nobody likes to read sales letters. The recipient will only read your letter briefly. Therefore, the cover letter must be written so simply that the reader can follow at the lowest level of concentration.
So just write. Explain your offer as you would explain it to a 12 or 15-year-old child. If you are addressing a specific professional group with your mailing, you should be at the technical level of the trainees or students in the first semesters. The following also applies:
8. Keep text short
Write a maximum of one page. Delete all sentences that do not contribute to the goal of your sales letter.
9. Short sentences
Write a maximum of 15 words per sentence to make your text easier to understand. Delete all words that give the reader no advantage and do nothing else to convey the letter.
10. Avoid Foreign words
That is Not only because foreign words are difficult to read, they are also more difficult to understand.
11. Short words
We have saved short words as an image and can grasp them at a glance. In contrast, we read long words syllable by syllable, which consumes more reading energy. So, cross out unnecessary prefixes.
14. Only one thought per sentence
For sentences with many inserts and subordinate clauses you lose the reader, it is difficult to follow the statements. Therefore, only carry out one thought per sentence. If you want to convey more information, use several sentences.
15. Active writing
Passive sentences are impersonal and require cumbersome sentence constructions. Write actively.
16. Use verbs instead of nouns
Verbs describe what we do and bring texts to
life. However, many (abstract) nouns seem clumsy. For each noun,
check that you can reword the sentence and use a verb.
Task 6: How to Write an Advertorial?
1. Content Before Advertising
Advertorials are pull stories; they have to be understood in terms of their design as inbound marketing. That means, Users click on advertorials specifically because they hope to get input from them – not marketing platitudes! It is better to arouse readers interest! Strength and competence in terms of content that generate trust. Trust is the most important purchase accelerator in marketing!
2. Direct Users to Your Website!
Place links in the advertorial on a well-designed landing page on your website. This measure forms the basis for business deals or further content marketing & lead nurturing (e.g. with the help of appropriate software solutions).
3. Make A Journalistic Structure!
The most important thing comes first! The first paragraph already contains the core message in addition to clarifying the key W questions (who, when, how, where what, why). The following paragraphs explain in detail how the message is created. Most press reports are structured in this way, and the basic services of news agencies strictly adhere to this structure. Most people find the most convenient way to consume messages. You know what the bottom line is. If you wait until the end with the core message, many readers will find your text aimless and will get out after a few lines in frustration.
4. Brevity Is the Soul of Wit!
Try not to exceed the text length to 1,800 characters (including spaces), most people do not want to see a long text on their phones. If it gets longer “like this blog post” they start reading circularly or get out of reading entirely.
The first paragraph should be max. Have 300-400 characters (including spaces). (These are journalistic cornerstones from the news agency business.)
5. Include Quotes!
What occurs in direct speech is perceived as more authentic and memorable than the reproduction in indirect speech. Important messages from acting people in history (e.g. managing directors etc.) are therefore particularly suitable for sound bites.
6. Adapt Your Advertorial to The Style of The Editorial Team!
Always consider the medium in which you are publishing your advertorial! When designing and wording your article, use the medium’s guidelines. In other words, take over the leaf line! Even if advertorials are of course marked as such and separated from the editorial content, you will gain approval if your advertorial does not appear screaming and immediately arouses the association of advertising waste. This affects above all the title (and of course also the language of the article).
The reason why you should orientate yourself towards the editorial environment is not only because newspapers and portals in turn orientate themselves towards their readers. This clientele (or parts of it) is now the target group of your advertorial! So, you would do well if you adopt as much as possible of the content optimization strategies of the editorial team!
7. Load Your Advertorials with Good Pictures!
Rolad Barthes once said: “The picture is irrevocable; it always has the last word.” There is really nothing to add to that. The power of the images means that it is not the image that illustrates the text, but conversely, images are like a call-to-action in this case an image is the trigger to read the advertorial or not.
8. Set Goals for Your Advertorial!
Because advertorials work best when they are raised as indirect marketing and gently lead to direct a landing pages, you need to know exactly what you want. That means you have to think about what content is needed to arouse an appetite for more direct marketing. If the goal is not clear or is only intended as general online marketing for your company, it is too easy to fall into the watering can principle of advertising phrases. And nobody wants to read them – especially not in article length!