Hit the target: Target your advertising to do it pay off
by:
John Moore
Note from author: This article was originally written for folk advertising martial arts schools. The principles of targeting are the same no matter what you are advertising.How well you target your advertising wish determine your advertising success. Targeting means you put your ad in front of the folk most likely to respond to it. It besides means that you tailor your ad to that audience, so they are much likely to respond.
The 1st thing you need to do is to numbers out who your audience is. If you are trying to sell your kids program you want to target parents. If your ad is for daytime classes you mightiness target stay at house moms. Think simply about what you want your ad to do and the audience most likely to do it happen.
Make sure your targeted audience has the money to take advantage of your offer. Causing out a direct mail ad for $2000 weekend seminar in a town wherever
biggest leader
simply set everybody off is probably not going to work.
Try drawing up a profile of person in your typical demographic. It mightiness be a list of characteristics like this: Divorced male age 25-40, college educated, financial gain
over $35,000 per year, health conscious (non-smoker) lives inside
5 miles of the dojo.
How makes this information help you?
The 1st way this helps you is that it tells you wherever
to place your ad. Going by this demographic profile I mightiness place a print ad in the sports section of the local newspaper. I mightiness besides put flyers in health food stores, gyms, and another establishments. I could besides predict what radio and TV shows my demographic is likely to watch.
The next way this helps me is that it helps me write my ad. With this demographic I may decide to present my martial arts classes as a powerful, intellectually stimulating, and health promoting experience. I am guess that these are things my demographic mightiness be interested in.
It wish besides help me with the design of my ad. I do want my ad to stand out, but I wish look at another ads targeted to this demographic and see what another advertisers use to appeal to my audience.
If I were targeting young women (who are sadly underrepresented in the martial arts) I would-be decidedly use a image of a woman or women in my ad. Martial arts can sometimes be perceived as a boy's game – so, to attract women you have to show that your school is besides appealing to women. I mightiness even as have glowing testimonials from some of your female students.
Severe WARNING: I do not use fear to advertise my self defense or martial arts classes. I once see an ad - written
in red, which talked simply about how women who didn't sign up for a self defense class mightiness be the victim of sexual assault. I not only find this in actually bad taste, but it's a terrible advertising idea.
Your ads should only be simply about positive things or folk wish start to associate being frightened with your school. This is an important conception once
it comes to "branding". Folk should associate feeling sceptered with your school.
To fill your kids' classes with vivacious energetic youth, you want to attract parents who want the better for their kids. Your ad should do parents feel like they are actually doing right by their kids by sign language them up. Tell them how your young students get better grades, have much self-discipline, and wind up happier kids with lots of friends who are into healthy activities.
Place your ad for kids classes in a local paper once
they run a special article or section on parenting. Place your ads at a local arcade, or grocery store. Look for parents with young kids – not babies and toddlers unless you're teaching baby kung-fu.
About The Author
John Moore is the world's 1st Black belt Copywriter, writing compelling and powerful ads for martial arts business. See much simply about him at http://www.blackbeltcopywriter.com
