Whether you are an organization that currently spends thousands on annual ads in trade publications, or are considering doing so for the first time, there’s a few things to consider.
Although it’s true that getting your face out there is a wise move, if your messaging is not targeted to your intended audience, it could be a shot in the dark… and likely an expensive one.
Rule 1: Determine your Value Proposition.
Understand your prospects’ pain points and focus your message on addressing them. Doing so helps to build trust and demonstrates your expertise in their “space”. Remember, it's about them – not you.
Rule 2: Build and sustain a consistent Brand Persona.
Creating a unique brand style and message tone in your advertising establishes consistency that leads to building trust over time. The most successful brands in the world understand this strategy well.
Don’t treat your advertising efforts as “shots across the bow”. Defining your Value Proposition and Brand Persona first helps to establish a consistent and memorable presence in a highly competitive space – leading to an investment mindset instead of just an expense mindset.
Next time you see an ad that catches your eye, ask yourself why it “resonates” with you, and how you “feel” about the company.
