It’s July already! I’m not sure how that happened!
So, building on from the last few months of Awareness vs Direct Advertising. In the old days, your primary place for Direct Advertising was the Yellow Pages! We cursed those salespeople always complaining about how expensive the ads were. (Leah and I both came from the YP business, so we have some experience here!) Now, your direct advertising is Google search results and those pesky ads that follow us around after we searched for something!
So, first and foremost the SEO that is in the background of your website, along with your Google business profile, is critical. Google and other search engines are constantly changing their algorithms to provide users the most up-to-date results possible. With direct advertising ads, we are going to focus on a pain point, and a solution to that.
Here’s one of my favs from over the years, a Every Door Direct Mail piece that we sent to addresses with older homes, most likely to have the in-window air conditioners. It complemented Ranger’s programs in magazines and on social media.
Key things:
- Identify the pain point: STOP MELTING!
- Provide a solution: Be comfortable and save money!
- Build trust & brand recognition: the back of the card is focused on building trust, focusing on our efforts to match needs with equipment, etc.
- And, of course, call to action and our phone number!
It’s debatable if EDDM is direct or awareness, but since this sent out in the HEAT of the summer, I’m making and executive decision to call it direct, because those 100 degree days, AC moves from a want to a need.
Till next month, enjoy your July!
