Monthly Archives: January 2017

Writing advertising copy that sells

  • By Adri van der westhuizen
  • Published January 26, 2017
  • Tagged

There’s a famous restaurant called Alinea. It’s one of only a handful of restaurants in America that have earned the coveted 3-star Michelin rating, making it one of the best restaurants in the world. But if you ask people who’ve dined there what makes it unique, most will tell you that, somehow, it’s not just the food.

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Alinea is an experience. There’s a natural flow to the meal; a rhythm. Each course serves a purpose, like the individual instruments of an orchestra. The end result is something enticing, captivating, and memorable – and fun. Really fun. Most importantly, the end result sells people. It compels them to write glowing reviews. It makes Alinea the topic of conversation. The end result drives people back again and again. As a marketer, if you want to sell people like a Michelin 3-star restaurant, you have to execute like one. In other words, you have to 1) produce something remarkable and 2) present it correctly, logically.

1) Begin with your strongest benefit
In the advertising world, features tell and benefits sell. Of course, features should also be present in the promotion you create but, ultimately, they’re not closers. That’s why you have to sculpt your copy around a target persona, highlighting the benefits you know to be most important to him / her.

2) Expand on the most important benefit
Make your main benefit difficult to ignore by describing the actual positive impact it can make on your target persona’s life. Change your reader’s perspective. Plant a seed.

3) Explain exactly (and in detail) what the prospect will get
You’ve planted the seed, now water it. This is where you can drop some features. You can do so by painting a picture, which will give your reader something to visualize and gestate. Just don’t over-do it. Leave room for your reader’s imagination. After all, it exists for a reason …

4) Back up your statement(s) with proof
By this point, your reader has given you her attention, time, and effort. But she’s not a sucker, you know. She’s a leery, 21st century consumer. And if she’s to be sold, she is going to need some proof.

5) Tell them what they’ll lose if they don’t act
As a species, we’re constantly striving to prevent suffering and avoid discomfort. That’s why it’s important to incorporate some negativity into your copy by saying what might happen if they don’t buy into what you’re selling.

6) Sum up the most important benefits
This is your last opportunity to sum up the value your product or service will bring to the reader’s life.

7) Present your call-to-action
If you don’t ask your reader to take a specific action at the end of your copy — if you don’t tell her what to do next — you might as well have never written it in the first place.

What do you think about our suggestions? Let us know if you’ve implemented some of these tactics into your advertising copy and if it’s worked for you.

Clever Examples of Interactive Print Ads

  • By Adri van der westhuizen
  • Published January 19, 2017
  • Tagged

Print advertising is a form of advertising that uses physically printed media to reach consumers, business customers and prospects. Print ads were once the standard format for creative advertising. But as more and more advertising dollars are allocated to digital outlets, print advertising is seen as an expensive, untrackable, traditional media format.

You would think the category is void of innovative ideas, but that’s certainly not the case. In fact, many brands are finding new ways to merge the digital and physical world through magazine and newspaper ads. Here are 5 print ads that should make you rethink the word “traditional.”

1) Glacial

If you’ve ever wanted to speed up the beer-cooling process, you’ll understand the allure of this print ad from Glacial. You soak the ad in water, wrap it around the bottle, and put it in the freezer. The print ad was made with salt particles, which reduce the freezing point of water.

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2) Nivea

This print ad won the Mobile Grand Prix at Cannes in 2014. The ad includes a wristband you could attach to your child as he runs around at the beach. The app lets you set a distance and receive alerts if the child wandered beyond the limit.

3) UTEC

UTEC, an engineering and technology university, wanted to recruit more students. Instead of placing the smiling faces of young graduates on a billboard, it created an ad that pulled moisture out of the air in Lima, Peru, which sees very little rain each year.

4) Motorola

The brand teamed up with Wired to promote the Moto X’s customization. People could change the color of the phone by pushing buttons.

5) Peugot

This print ad for the car brand features a one-page ad with a front view of the car that asked people to hit the ad. The spread following it included a mini airbag that inflated when hit.

Advertising trends that will shape 2017

  • By Adri van der westhuizen
  • Published January 5, 2017
  • Tagged

To make the thought of planning for 2017 a little less stressful, we have researched and compiled a list of some marketing trends that we believe will emerge and evolve in the industry.

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Marketing to Millennials

With 80% of millennials using their phone in-store and 74% of millennials willing to receive location-based mobile alerts, marketers have a tremendous opportunity to provide relevant offers to their customers directly on their phones. For example, Target’s rewards app presents special offers to customers as they walk through their stores’ various departments. With advancements in beacon technology, marketers can place precisely relevant offers directly in the hands of their customers.

Invest in Programmatic Advertising

The use of programmatic ads isn’t just growing on the video side, it’s now representing a larger portion of the overall advertising market. Programmatic advertising continues to grow faster than content of audience-based advertising, capturing 50% of all spending in display advertising. Mobile programmatic spend is also increasing drastically, moving from 43% of total programmatic spend in 2014 to 69% in 2016. DMA Board Member and CEO of MediaMath Joe Zawadzki said greater adoption of a programmatic-first approach is all about “delivering a more seamless, relevant user experience that drives true outcome-based results.”

Purpose-driven marketing

Creating the right content is more important than ever. Brand needs to invest in authentic and real content as opposed to sales driven content. What’s your why? Why do you create your content? Does it have a real impact on your customers and prospects? Is there a deeper purpose behind what you do, instead of just creating content as part of your sales and marketing machine?

More Audio/Video Content, Less Text

There are two content kings that will continue to prosper in 2017: video and audio. The ongoing trend of creating innovative, attention grabbing content will continue to be powerful because today’s customers want fast, easy to consume information. Videos and audios can quickly communicate a brand story and value proposition while building relationships with the viewers.

We hope that our insight into the future trends will help you prepare your marketing strategy to be an early success. Though trying to stay on top of all of these trends is overwhelming, try to see if a handful of these can make a difference in your strategy. If you need further assistance in guiding your strategy to align with these trends, feel free to reach out to our team.

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Gizelle Burke Account Director

Gizelle is a Benoni born, ex-cheerleader, turned marathon runner, with a passion for psychology and a penchant for ‘ops’. She lives in Stellenbosch with her husband Conrad and three children: John, Amelie and Isa. Her position in this exciting industry is to manage operations and liaise with clients and broadcasters.

GIZELLE Service with a smile...

She always goes the extra mile!

Mobile : +27 84 581 9836 | Office: +27 21 880 2701 | Email: gizelle@getsetgomedia.com
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Adri Van Der Westhuizen Founder/ Director

Adri is a Namibian, fashion aficionado-over-achiever with an entrepreneurial spirit and a passion for brand marketing. Previous Marketing experience: Integrated Marketing Communication at the AAA School of Advertising. Lives in Stellenbosch with her husband Nico and two young daughters: Sophia and Eva. Her position in this exciting industry is to manage the media business and establish long-standing partnerships with clients and suppliers.

ADRI Sell, sell, sell

OH, SHE DOES IT WELL!

Mobile : +27 833 951430 | Office: +27 21 880 2701 | Email: adri@getsetgomedia.com