The words you use in your promotional messages can have a direct impact on how much money you make. This applies whether we’re talking about a yellow pages ad, a display ad in a newspaper, or how you communicate in a company brochure or flyer.
While the name of your firm is important, so is your message. Always remember that your customer has the built-in question of “what’s in it for me?” when reading your materials.
Focus on benefits of your service rather than the name of your company. One other factor to keep in mind is the basic marketing concept of AIDA which stands for the following:
- Attention: attract the attention of the customer.
- Interest: raise customer interest by focusing on and demonstrating advantages and benefits instead of focusing on features.
- Desire: convince customers that they want and desire the service and that it will satisfy their needs.
- Action: lead customers towards action or making a purchase.
You might also add an “S” to the above list, for Satisfaction. Be sure to satisfy the customer so they become a repeat customer and provide referrals to your company. Follow the AIDAS formula and you have a good chance of earning more from your marketing activities, at no extra cost.
Mark L. Hendrickson, Bookem Creative