The First R in Advertising Success – Part One

Over the next few weeks, I’m going to share with you a formula for advertising success that I was reminded of recently, and today I’ll start with The First R in Advertising Success (part one).

Let’s actually begin with the 3 R Formula; it goes like this:

Right Message + Right Audience x Right Number of Times = Success

This formula you can apply to nearly any advertising you are involved with, at WOWO Radio we took a look at some of our advertising partners that use us for radio advertising, social media, search engine marketing, digital display advertising, email marketing and a few other options.

The message, the RIGHT message needs to communicate what you want people to do. We call it a Call To Action.

What is it that you want the people that see or hear your advertisement to do?

Do you want them to call you?

Do you want them to visit your store?

Do you want them to visit your website?

Do you want them to buy online?

Do you want them to just feel good about you?

Do you want them to watch a video?

Do you want them to make an appointment for them to visit you?

Do you want them to book a meeting for you to visit them?

Do you want them to attend a special event ?

Do you …. well, specifically what do you want them to do?

Sadly too many advertising messages fail this test.

Either the Call To Action is never given, or there are too many Calls to Action in the message.

Here’s an example of too many:  Call us now at 260-255-4357 or visit online at my website dot com or stop in today between 9 and 5.  That was three.  Now often we are tempted to use two, but I really have my doubts about offering two.

In this smartphone age, we don’t need phone numbers.  I don’t manually punch in the digits for most of the phone calls I make.  Those numbers are either already stored in my phones contacts, or I ask my phone for the business and Google connects me with their website and a button on my screen I can call to connect.

I am seriously going to ask my current advertising partners for permission to stop giving their phone number in their advertising.  It’s wasted space, extra clutter and a call to action I can stop.  Actually I will wean some of them off the practice of including their phone number as a call to action in their ads by including the words, “Call right now” but not give the phone number in the radio ad because it’s not needed.

What is needed?  If you are in a competitive business then I need to know why I should select you over your competitors.  If you tell me, you provide great customer service and have been around for a dozen years, I’ll do my best not to yawn and tell you as politely as possible, “So what?”  EVERYONE needs to have a satisfactory level of customer service to stay in business and while I am glad you are not a rookie at what you do, I need a real reason to choose you to spend my money with.

The reason for this aspect of the Right Message is you do not operate in a vacuum, we as consumers have a choice to spend money with you, with someone else or not at all.  So in your advertising messages, include a compelling Call To Action of what you want us to do and also a why you if you have competition.  What is the Unique Selling Proposition behind your business that makes you … You?  Not just Unique, but Selling as in a real reason to buy from you?  100 years of combined experience might be unique, but who really cares?  We want to know that you can take care of our needs.

Here’s a simple exercise to test your ads:

Can you substitute your competitions name in place of your name in the ad and it will be pretty accurate?  Then it’s time to go back to the drawing board and creative process.

This is not always easy, it’s why even some of the most creative minds struggle with creating advertising messages that are effective, but it’s worth the extra time and effort to craft a message that includes a call to action and a reason to take action.

Next time, I’ll explore another aspect of the Right Message in The First R in Advertising Success (part two).

In the meantime if you want my help, contact me.