Do you have an advert or campaign that you have been running for a while that you want to change? Before you do, you need to ask one very important question: Do you want to change the advert because it’s no longer working for you, or are you simply bored with it? It may be that the advert, even though it’s old, is still bringing you a lot of business. Is it really wise to then stop or change it, just because you are bored with it?
The Mark Of A Good Advert
I may think that people are bored with it. But for people that are seeing it for the first time it still captures their interest. Of course, if I am sending out mail to existing clients then I need to change it so that I’m still providing them with information that is new and useful. But if you have an advert that is consistently bringing you new customers, then stick with it. A tried and tested advert is like gold. Let it work for you as long as possible. Of course you can always work on improving it to increase your response or conversion rate, but don’t change what isn’t broken in the first place. This is where monitoring becomes so important. When you monitor your adverts you can see when they are working for you and when they are not. You will then know more precisely when it is time to consider re-inventing your adverts. adverts offers excellent info on this.
When Would You Consider Re-Inventing Your Adverts?
When you have a new product or service to offer
When you want to target a new segment of customers
When your response rates are consistently dropping
When an advert no longer gives you a level of response that pays for it
When you think there is a way to improve your response or conversion rates
Most of the re-invention and changing of your adverts should take place in the planning and testing phase of your marketing plan. That is the time when you will experiment with different headings, catch phrases or types of adverts. Once you have a created a good advert that brings in a consistent response, stick with it for as long as possible. Creating a new advert takes a lot of time, money and effort. Why spend that when you don’t need to, when you already have a strong advert that is still working for you?
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