Three Essential Components for an Effective Advertising Strategy 

So, you're running a small business and you're keen on stepping up your marketing or launching some paid advertising?  Let’s start with a quick reality check. Think about the last big purchase you made. Was it something you desperately needed or was it more about the buzz of getting something new? Most likely, it's the latter. And there's nothing wrong with that—it's a key insight into how advertising can genuinely connect with people. Here are three essential components that could make your advertising more impactful.

1. Highlight What Truly Matters to Your Customer

First thing's first, let's ditch the hard sell about your product's features or how long you've been in business. Your potential customers are more interested in understanding how your product or service will genuinely improve their lives. Will it make their day-to-day operations a breeze? Will it increase their revenue without them having to lift a finger? Then say that, loud and clear, right at the beginning of your marketing materials. Bottom line, people want to know what's in it for them, not how fantastic you think you are.

Theres a saying that i use with clients - selling what your customers want is the easiest thing in the world - how can you show your clients that you have what they want?

2. Paint a Picture They Can Feel 

The next step is to get a bit imaginative. Use your words to help potential customers visualise the benefits they'll experience. If you're selling accounting software, for instance, talk about the sense of relief and extra time they'll have when tax season rolls around. Describe scenarios in relatable terms, so the customer can practically feel the benefits before they've even made a purchase. It's all about making it real for them.

3. Get Them Moving with a Sense of Urgency 

Now, we all know it's human nature to dawdle, especially when it comes to parting with cash. So, if you want to spur people into action, you've got to give them a reason to act now. Limited-time offers or exclusive bonuses can work like a charm here. Make them realise they'll be missing out if they don't act swiftly.                               

In a nutshell, your advertising should focus less on you and more on your customers. Make them the stars of their own stories and you'll be on the right track. Check your existing ads and see if they tick these boxes. If they don't, maybe it's time for a little revamp?