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Internet Advertising Sucsess.Advertising Strategy In Modern Concept

Strategy is figuring out what you?re going to do. And as the copywriter,developing the right strategy is the most necessary work you?ll perform.

Building your framework
The framework is at the core of your strategy. It?s a simple structure your whole team should agree to before going forward. It consists of three parts, and it forms the basic basicnesses of your campaign. Here they are:
1. Product
2. Prospect
3. Problem

We?ll learn about these parts pages, but there?s some other stuff
first. Afterwards, you?ll assemble a phenomenal framework.

1. Product
You?re reading about the product. Ask yourself, ?What is this product
supposed to do?? Don?t settle on easy answers. Get creative.
Let?s you?re advertising a bucket. ?Yes, it holds water,? you think. ?And water saves lives.? Now it?s more than a bucket.
It?s something that saves lives.
Note: This kind of thinking is a basic fundamental foundation in
advertising ? and a core to it. Would you buy your product? No copping out with, ?Since the product isn?t meant for me, of course I wouldn?t.? You must answer. Would you buy your product?
If yes, why? Use your answer to help construct your ad message.
If no, what is holding you back? This could lead to soul searching about the value of the product.
Hopefully: Your product is developed to the point you can say, ?Of course people will choose it, because it?s a lot better.?

2. Prospect
The market is everyone who might buy your product.
Right now, we?ll talk about how many people there are in your market.
If a wise source says your total market comprises 100,000 people, that means 10% of a million humans could purchase your product.
The how many question is settled. Now, the question is: What percentage of the 100,000 makes up the active market? This requires a new subsection.
Most people in the total market (that 100,000) aren?t going to buy
your product at ? least not this year. So, the active market becomes
key.
This is everyone who might buy your product now or in the near future. What percentage of the total market can be considered the active market?
That depends on a lot, including the economy, season, and price. The point: If you advertise in such a way that you reach all
100,000 people (you won?t be able to ? this is an academic
discussion), then 1,000 people will have an active interest in
responding to your ad.
This doesn?t mean 1,000 people will respond to your ad. It does mean:
* You have to put out a kickin? ad ? one that gets many of those 1,000 to reply.
* You want the ad to be so good that plenty of those 99,000 others?
- Wake up
- Instantly turn themselves into active prospects
- Respond to your ad
Getting back to the price issue, if it?s an inexpensive product, the
active market might be 5% of the market (not 1%, as we saw with the
expensive product).
If all this sounds muddled and inexact, you get the idea. Now, let?s
get more confusing and talk about who the market is. The reason:
Smart advertising doesn?t speak to the whole market, but one person.

3. Problem
Here is a criteria thing you can use to identify the problem. It is a combination of two factors:
1. The prospect?s best possible dilemma
2. The product?s best possible characteristic
You?re about to launch a campaign for a new sugarless chewing gum. Your budget is tiny, so it?s impossible to wage full war
against the major gum manufacturers.
Instead, you?re going to carve out a niche ? a small segment of the market ? for yourself
Tooth decay is a problem you could address. However, you?ll get beaten soundly, because the mega-enormous gum makers already
proclaim,?Helps prevent tooth decay!? So, tooth decay is…
1. Not the best possible dilemma for the prospect
2. Not the best possible characteristic of your product
Here is why you got all that information in the ?Gathering? chapter. You found out that this gum has enzymes that assist in the digestion process. OK! Poor digestion is indeed…
1. A complaint for some percentage of the market
2. A great characteristic of your product, because competitors aren?t there
Now you have something you can use.
Start advertising ?helps digestion? and Online Advertising Strategic grab your niche.

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