Posted by: Bryan Waldon Pope in Untagged on
Jan 18, 2010
Gone are the days when "everyone is my audience" even hopes to work in the marketing world. The more targeted your efforts, the more effective they will be. Beyond referring to the medium, venue, or list used along with a broad-audience-specific message, "targeted" now means getting right down to the level of each individual in the audience with your message.
I was on Facebook recently when, on the right column of the page, appeared an ad with the headline: "Men Age 43: Free Gas." It went on to read: "Utah residents: If you're 43 years old and male, you can qualify for $250 in free gas with participation. Time running out."
Imagine that. It's my lucky day! It just happens I'm a 43-year-old, male Utah resident.
Posted by: Bryan Waldon Pope in Untagged on
Jan 11, 2010
Here's a quandary every business owner will find himself in at some point: Do I stick to what I do, the way I do it, or do I bend to meet my clients' desires?
The answer: Both!
No one can be everything to everyone. People who try to do this in their businesses typically go out of business. At the same time, pushing what you want to offer on an unwilling audience is also a recipe for failure. But there is a compromise in this age-old dilemma. Here's the two-step solution:
Posted by: Bryan Waldon Pope in Untagged on
Jan 4, 2010
Here's a question I get often: "Why didn't my ad work?" My response is always the same: "What did you want it to do?" Not surprisingly, the ad that "didn't work" never seems to match the intent stated in answer to my question.
Most people in my audience are looking for one thing when placing an ad: response. Most of my clients don't engage in image advertising. They don't have the budget for it. Yet far too many of their ads--whether in print, by direct mail, online, or other means--aren't response ads. They may be eye-catching, but they fail to lead the reader to action.
Here are a few guidelines for creating ads that "work" (assuming you're looking for response):
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