Stop trying to attract everyone in your advertising

by: Joe Swatek

Many advertisers, including credit unions, waste advertising budgets by producing ads that don’t attract the audience who most want the product or service they’re promoting.

With a little care and knowledge of what to look for, it doesn’t need to be that way.

One of the biggest mistakes advertisers make is to assume they can attract everyone. It’s not possible. Your prospect field is limited to those who need the product or service you’re offering. With banking products, that’s an especially important factor.

When you’re advertising with readable media, whether direct mail, newspaper ads, brochures, web pages, online banners, and so on, your best bet to gain a prospect’s attention is with the headline.

Here’s an example of an ineffective headline one bank’s real print ads use:

(Bank Name) financing that fits your needs!

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