Today, we're moving on to advertising, a totally different beast.
As mentioned yesterday, PR tends to have a long-term goal in mind, that of building a relationship with its public so that the public grows to trust the company, to have loyalty with that company. In the end of all that relationship building, the company hopes that the relationship is strong enough that the public will buy their wares, support their causes, etc.
Buy Now image by Stuart Miles at FreeDigitalPhotos.net
Buy me now!
Advertising typically has a short-term goal in mind. You are attempting to lure your audience into buying your products/services or support your causes NOW, not later.
Being able to communicate in a concise way the availability and benefits of your products is vital in advertising. What is your product? Why does your audience need this product? What can this product deliver that no one else can? How will your audience feel after partaking in your product?
In advertising and marketing, the acronym AIDA is often used.
- Attention (or Attract) – Using powerful, engaging words and/or pictures to quickly grab audience’s attention
- Interest – After grabbing the attention of your audience, here, you need to keep their attention and make them interested in your full message. How do you focus on your audience’s needs to keep them interested?
- Desire – Desire may sound like Interest, but here, you want to focus on FEATURES & BENEFITS. What does your product/service feature and how do these features connect with benefits to the audience?
- Action – What do you want your audience to do? Don’t leave this vague. Let them remember your product/service, the slogan, and what they should do: BUY… GIVE… DONATE… etc.
Because a major goal of advertising is to get your audience to buy your product or service, you want to make sure you think about AIDA as you develop your advertising activities.
Some of those activities include
- developing flyers for your products;
- buying radio, TV, print, and online ads and/or commercials;
- creating and/or buying Web banners;
- designing a shopping cart for easy purchase;
- creating infomercials on your products;
- encouraging current fans to create customer-generated advertising; and
- using email and mobile devices to advertise products.
Again, the purpose of activities such as these is to seduce your audience with the awesome benefits of your product(s) so that they will run, not walk, to buy your product NOW.
What PR and advertising activities have been successful in your writing career? Share them below!
|Shon Bacon is an author, editor, and educator, whose biggest joys are writing and helping others develop their craft. She has published both creatively and academically and interviews women writers on her popular blog ChickLitGurrl: high on LATTES & WRITING. You can learn more about Shon's writings at her author website, and you can get information about her editorial services at CLG Entertainment.|