It is important that we work hard to optimize our advertising messages, so we would be able to double the responses from consumers. There are some basic advertising principles that we need to emphasize if we want to increase favorable responses. With good advertising, we would be able to multiply our salesmanship and when people glance at our ads, it’s as if they are communicating with our salesmen. For this reason, we should work hard to leverage our advertising messages. We should be able to increase outreach to many people and if our advertising message is able to attract good responses, we should be able to attract a flood of sales. We are paying for the ads and it is important that every last penny we spend on advertising efforts have real and multiplied returns. There are many factors inside advertising messages that can help to improve sales, such as colors, size of the ad, words and many others. If we want our advertising messages to attract a lot of favorable responses, we should make sure that they are aimed to the right market.

We should figure out the typical profile of an individual who want to purchase our products and use our service.Failing to determine such profile could cause us to aim our advertising messages to a large group of people who are not responsive to our products and services. The headline of ads is also important and it’s often the first thing that people read. The headline should be short and meaningful enough, because people tend to scan advertising messages, instead of reading them. So, it is imperative that we have a proper headline and it has to be very appealing to readers. The word “You” is proven to be very compelling when placed inside an advertising message. We can associate the word “You” with hope or promise, which can be obtained from our products or services. Regardless of the limited space inside the advertising medium, we should be able promise that the buying decision is risk free and we may even use a guarantee to convince consumers. In some cases, prices can be included in the advertising messages, if they can urge people to buy our products.

Advertising messages should also be able to tell about the benefits to the person and what do our products and services do to them. Advertising messages should have a strong credibility factor that is highly believable. In general, believability can be a big challenge in the current consumer society and it takes enough exposure to ensure that people would really read and understand our advertising messages; then believe them. We could compel potential consumers with irresistible offers by combining interesting products, multiple benefit, credibility and attractive prices. For many consumers, price is the single most important factor whether they should proceed with the buying decision. It can be quite challenging to define the most appropriate prices, so we should consider to test prices. In this case, we need to avoid arbitrarily setting prices without knowing whether consumers will have good and favorable responses to them. At last, we should conclude the advertising message with a strong call to action.

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