The Core 4 of Effective Ads — Kelford Labs Daily

1) Express Specific Value

Every effective advertisement starts by understanding your unique and specific value. The thing that sets your business apart from all others, and the tradeoffs you’ve made to provide extraordinary value to your very best customers. As Rosser Reeves put it, we should be able to articulate this point clearly and thoroughly: “Buy this product, and you will get this specific benefit.”

2) Speak to Self-Interest

Remember, advertising is not about you, it’s about them—and the value they’re looking for. Focus on what your best customers value most instead of the point you most want to make. Speak to their self-interest, and articulate how you’re uniquely able to help them get what they want.

3) Get Attention

If nobody notices your ad, the ad can’t work. So make it memorable and make sure it stands out. Our job isn’t to blend in like we’re wearing business camouflage. It’s to be the most noticeable thing in the context in which we’re advertising.

4) Test and Improve

Nothing ever launches perfectly. The best advertising launches preserve budget, time, and energy to fix and refine as more data comes in. Pay attention to what’s working, what isn’t, and what you can do to improve it. Slow and steady, for as long as it takes.

Kelford Inc. helps hands-on entrepreneurs and founders with complex marketing challenges define and articulate their unique value to their very best customers.

We’ll show you the way to always knowing what to say.