Franchise project investment advertising copy

How to advertise during the investment promotion stage of commercial projects

Advertising. On the one hand, it can expand the market as soon as possible and increase sales; on the other hand, it can also transfer the risks of new products and recover the initial investment as soon as possible. It can even be said that investment advertising has become an indispensable part of many companies' new product launches. However, there is a famous saying in the advertising industry: "Half of the advertising dollars invested by companies are always wasted, but there is no way to know which part is wasted." In addition, there are indeed many investment advertisements that are in vain. This makes many companies worry a lot before making investment advertisements - how to reduce waste? What can be done more effectively? In which media exactly? Below, the author will talk about how to make effective investment advertisements based on his many years of experience.

Targeted: Find out why we need to do investment advertising

We cannot do investment advertising just for the sake of doing investment advertising. We must clearly understand the purpose of doing investment advertising: to display product features and attract potential customers. "Consultation hotline" provides investment services for enterprises and improves their business performance. In other words, it is to use unique and good products to help customers make money easily while constantly promoting their own development and growth. On the contrary, the author once saw an investment advertisement that talked about how to make money, but did not mention what the product was. Although there is a certain sense of "mystery" in doing so, it feels like "fraud" and fails to achieve the expected results. By the way, before making investment advertisements, we'd better carefully examine the product name or brand name, because the product name or brand name is very important. A good product name or brand name can leave a deep impression on people, and it can quickly and accurately attract people's attention. Accurately express product characteristics or brand characteristics, such as "Oxilide", which is not only easy to read and remember, but also accurately conveys product characteristics. If the name is inappropriate, it is best to change the name to reduce waste in advertising communications. The above-mentioned "Oxilide" is the result of changing the name.

A perfect shot: Make it clear who the investment advertisement is for

Who is the investment advertisement for? This is a very critical question. Enterprises must understand what characteristics their target customers have and how to quickly and accurately convey information to the target customers. This actually involves the issue of corporate positioning. That is to say, before making investment advertisements, the company must first have a clear positioning, and then carry out product positioning and brand positioning based on the corporate positioning, refine the advertising theme, and then carry out work such as "making investment advertisements". Otherwise, investment advertising must be blind, which is not conducive to the maintenance of product image and the shaping of the overall brand of the enterprise, and ultimately causes huge waste to the enterprise.

"Seven" Notes: Successfully Express the Advertising Theme

After clarifying the advertising theme that needs to be expressed, the company needs to find a series of effective ways to express the advertising theme. There is a saying that "how you say it is more important than what you say." Nowadays, investment advertisements can be said to be flying all over the sky. Therefore, no matter "how to say it", companies must first accurately grasp one point: to make the target audience believe in the content of their advertisements, and not to make the target audience immediately feel that it is a lie as soon as they see the advertisement.

Secondly, investment advertisements must be carefully planned at a high strategic level, and all advertising content must come from an organic system. Rather than publishing an investment advertisement tomorrow, you must be busy refining the theme and content tonight. Refine your creativity, and then write copywriting and design in a hurry. "Cramming" may be able to produce a stunning advertising draft, but it will definitely be difficult to take care of the systematic nature of the advertisement and cannot fully pave the way for future investment advertisements, thus reducing the overall effect of the investment advertisement.

Thirdly, the title of the investment advertisement copy must be simple and clear, and accurately convey the "foundation point" of the investment advertisement. For example: Guilin Jushun Pharmaceutical Co., Ltd.'s Yichen Guse Oral Liquid, the title of its investment advertisement copy is "Looking for gold in the urine, making money in two months", which not only attracts attention, but also extremely intuitively conveys the "foundation point" of the investment advertisement: use Good products with special features to help customers make money easily. Without this "foundation point", the possibility of successful investment advertising will be much less.

For example, the investment advertisement of Xi'an Innovation Bioengineering Co., Ltd.'s new diabetes drug "Kulenin" capsules, the title is "Kulenin, the dark horse in the diabetes market in 2004 - four special advantages, truly different", which is basically a cliché. , to put it bluntly, this is a relatively failed investment advertisement, because: ① Words such as "dark horse", "×big special advantage", "truly different" have been "used badly" by advertisers, There is no new idea at all, and it cannot attract readers' attention; ② It does not accurately express the "foundation point" of the investment advertisement, which is equivalent to not saying it. A similar failed investment advertisement copy title is Shanxi Renyuantang's "Fuming Yishi Granules" investment advertisement. The title of the advertisement copy is: "National Investment Promotion, National New Drug..." The title copy at the bottom of the advertisement is: "Seize rare business opportunities as soon as possible and gain market space as soon as possible" also lacks creativity and cannot attract readers to understand product information in depth to achieve the purpose of successfully attracting investment. However, this investment advertisement has a very good point, that is, the advertising design is very simple and refreshing, and it is still possible to attract readers' attention for a short time among a bunch of investment advertisements. Here are two relatively successful copywriting titles for your reference: Jilin Yatai's "The liver is too tired, wash it off quickly", a certain company's "Jeans that can lose weight, the market is absolutely stunning" and so on.

Fourth, avoid using densely packed words. You may want to say something in the east or in the west, but the result is that nothing can be said clearly. What’s more noteworthy is that due to the increasingly accelerated pace of modern people’s lives, most people are disgusted by dense text. In addition, investment advertisements are everywhere. It can be said that few people are willing to take such advertisements seriously. Read to find out. For example, the author once saw an investment advertisement for Beijing Blue Angel Biotechnology Co., Ltd. Not only was it densely packed with text, but the title of the investment copy was very wordy and incomprehensible. However, from a professional perspective, I can understand its approach, that is, it is impossible and unwise to use only half a page of advertising to express all the company's useful information. It is impossible for investment advertisements to include all the content that the company wants to express, otherwise the company would not need to conduct interviews with customers. The biggest and most practical role of investment advertising is to accurately convey the reliable selling points of the product and the reasons and guarantees that customers can make money easily and safely, and then attract customers to make a phone call. The rest is solved by telephone communication or face-to-face communication. Yes. Therefore, we can draw one point from this, that is, you cannot be "greedy" when doing investment advertisements. The most critical point must be clear: frequent calls from customers for consultation indicate that the investment advertisements themselves have been successful.

Fifth, the design of investment advertisements should include pictures and texts to help demonstrate the strength of the company. In recent years, there has been a saying that now is the "age of picture reading". Although I do not completely agree with this statement, because I firmly believe that the charm of text can never be truly replaced by graphics, but I still agree with this formulation of "pictures" of great importance. Moreover, it must be emphasized that the "pictures" with "pictures and text" must first help attract readers' attention and demonstrate the strength of the company. At the same time, they must be closely related to the advertising copy and must not deviate from the expression theme of the advertising copy or the theme of the product. For example, a company's investment advertisement claimed that it was an internationally renowned brand, but the quality of its pictures and design level "unceremoniously" slapped itself in the face.

Sixth, the content of investment advertisements should not be “exaggerated”. Looking at investment advertisements, it is not difficult to find that the advertising content is becoming more and more "exaggerated", as if each of us can become a multi-millionaire overnight. To be fair, there are basically no unmodified or exaggerated advertisements, but they must be controlled within a certain range and must not violate the law, morality or conscience. In addition, customers are gradually becoming more rational and their ability to identify "exaggerated" advertisements is getting stronger and stronger. In the long run, "exaggerated" advertisements will inevitably be despised and spurned by customers, making it difficult to attract investment. Or, to take a step back, even if a customer is unfortunately "cheated" and the "investment invitation" is successful to a certain extent, but after a period of time, the promise cannot be fulfilled, and it will naturally be "shown", and the company will not be able to escape being marketed. The doom of abandonment.

Seventh, pay attention to the details of investment advertisements. For example, the phone number in a company’s investment advertisement does not have an “area code”; there are 8 typos in a company’s investment advertisement copy; the title of a company’s investment advertisement copy promises to earn “880,000 yuan a year”, but the text only mentions “ 750,000 yuan” and so on, the list goes on and on.

Although these mistakes are not "big", they are enough to reduce the target audience's confidence in the company, because, for a company that ignores details so much, others have no reason to believe that it will have any truly good products.

Pursue the fight: Determine the media mix and schedule. Now that we have carefully prepared a series of investment advertisements, we also need to consider where to place these advertisements. This requires manufacturers to find suitable media, determine a correct and reasonable media combination and schedule advertising. Details are as follows.

First of all, companies must carefully investigate and understand the living habits of the target audience, and select media that the target audience often reads or is often exposed to. For example, if you want to advertise a certain kind of "weight loss" equipment, you must investigate and analyze which groups are most concerned about investment advertisements for "weight loss" equipment, as well as the media they often come into contact with.

Secondly, it is necessary to determine the correct and reasonable media combination. The target audience is often exposed to more than one media, which requires us to make the necessary combinations. The media that manufacturers choose more include "Sales and Marketing", "Modern Marketing", "China Business Opportunity Express", "Public Investment", "Business World", etc. These media have a wide range of readers and each has its own characteristics. The actual selection process , it is best to make targeted choices to improve advertising effectiveness.

Finally, schedule your ads based on actual needs and the cognitive principles of the target audience. In order to enhance the effect of attracting investment, generally, investment advertisements are not published only once, but a specific time period is selected, or they are placed regularly throughout the year. This requires formulating a reasonable advertising schedule based on actual needs. Invest more during critical periods. For example, before the investment fair, many people pay attention to investment advertisements. In order to fully demonstrate the strength of the company to the target group and quickly increase its visibility and reputation, the company must increase the density of advertising. In other periods, it can be done at intervals. Deliver. As for how to determine the interval, it needs to be determined based on the cognitive principles of the target audience and the actual financial resources of the company. Due to space limitations, we will not go into details here.

To sum up, classic business planning and business management experts talked about the four key points of making effective investment advertisements, namely: clarifying why investment advertisements are to be made, clarifying who the investment advertisements are for, and successfully expressing Advertising theme, determine media mix and scheduling, but there are still two points that need to be briefly supplemented. 1. After the investment advertisement is launched, the company should carefully monitor the effect of the investment advertisement. If the effect is not good, it is necessary to find the reasons and adjust the advertising strategy in time to reduce losses; 2. Since the overall advertising effect is on a "downhill slope", the author recommends Enterprises should strive to attract investment through effective public relations events to achieve better results.