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7 Ways to Make Advertising a Sure Thing

Seven steps to a planned campaign that will generate better results than a shot in the dark.

Harry Welby-Cooke




Advertising is a significant investment for any company. If approached correctly, it can yield great results, yet similarly, if it fails, it can be an expensive mistake. I’m sure you’ve heard the statement: “50% of advertising is effective, we just don’t know which 50%.”

That kind of guesswork isn’t necessary. Here are seven areas of advertising that will help give insight into getting it right.

Consider these carefully before embarking on any new advertising campaign to ensure the best results.

Results: Advertising But Being Ignored?

1. Strategy

The first step when considering an advertising campaign is to have a clear strategy underpinning it. This can be defined as a plan that needs to be carefully thought through before any action is taken.

What is your strategy? Most simply put, you need to decide who you want to influence, what do you want them to do, and how are you going to encourage them to take action? It is important to spend time carefully considering each of these points.

2. Sell one thing at a time

Keep your ads as simple as possible. If something looks too complex, people will shy away from it or get overwhelmed and confused by the detail.

Although you may have many products and services to sell, it’s best to cover one key product or aspect of your service in an ad, and then use your personal selling skills to educate the customer about your other products and services when they come into the store or visit your website.

3. Local is lekker

People are generally loyal when it comes to their local communities – just think of sports teams, schools and community organisations.

Where appropriate, try to tap into these in your advertising with communication that is relevant to the community.

4. Tell a good story

People like a good story and this translates into advertising too. There are very few people who are interested in straight facts, figures and statistics. If you think about it, when you overtly try to sell to people, it often pushes them away. Many people don’t like to be sold to, but they do like to buy things. The vision you create through your advertising should show the potential customer that the product or service solves a problem, adds value to their lives or fills a need that they may have.

5. Offer great value

Why should people buy from you and not your competitor if there is nothing to differentiate you from them? To be competitive, you need to offer value to the customer and this doesn’t necessarily need to cost money.

In fact, you may already be offering services that your competitors don’t and missing out on the opportunity to use this to your advantage. Some examples include: Expert advice from your sales team, package deals or even special deals with different, but related businesses whose products and services complement yours.

6. Under-promise and over-deliver

Placing an ad should be with the intention of making sales, not just for the sake of placing the ad. The first part of the challenge is to get the customers into the business.

Once they are in your business, you need to ensure that you not only deliver on the promise, but that you surprise and delight them. The impact of this on the customer will have them talking about your product or service to their family and friends, resulting in good referrals.

7. Test and measure your advertising

Don’t fall into the trap of assuming that your advertising is automatically guaranteed to have the desired results. You need to ensure that your strategy is sound, the mediums are carefully selected and that your idea is strong.

Test your ads by running different ones until you find the one that works. If your ads are not working, don’t continue running them hoping for a different result, and similarly if they are working, rerun them.

Related: Why Your Business should be Devoted to Promotions

Harry Welby-Cooke is the Master Licensee for ActionCOACH South Africa. He is also the President of COMENSA (Coaches and Mentors Association of South Africa). ActionCOACH is the world’s largest executive and business coaching company with operations in 39 countries. It is also on the list of the top 100 franchises globally. As a highly successful Business and Executive coach, Harry is a master of teaching business owners how to turn their businesses around and accelerate their growth. Email him at or call 0861 226 224



5 Ways To Market Your Business On A Limited Budget

A very common misperception amongst small business owners is that in order to make their business stand out from the competition, big bucks has to be splashed on advertising.




A very common misperception amongst small business owners is that in order to make their business stand out from the competition, big bucks has to be splashed on advertising.

Not true. Thanks to the ever-developing digital marketing landscape and online tools available, there is a host of creative marketing techniques you can employ to successfully market your business in a cost effective way.

It’s all about content

A great way to drive visitors to your website and acquire new customers is to do content marketing. Content marketing is simply creating and distributing relevant, valuable content that your potential customers want to engage with and share with others.

It is an effective method to generate leads and reach the KPI’s of your business and include things like blogs, videos, podcasts and social media updates etc.

Related: 7 Creative Strategies For Marketing Your Start-up On A Tight Budget

Creating content that your target market will love is important, but driving traffic to that content is equally as important. It’s no use having incredible content, but it’s not reaching the people you want to reach and achieving what it’s supposed to. That’s why having a solid action plan in place for promoting your content is vital. Draw up a calendar that specifies how and when your content is distributed.

For content to be powerful and effective, it needs to be fresh and unique. Something that hasn’t been done before by competitors and that consumers want to bookmark or save as it provides valuable, helpful information.

Powerful content is also tailored content. Tailor your content to your specific target audience, their needs and internet consumption habits. And lastly, creativity is key in content creation.

Deliver your content in meaningful, new ways, using the latest technologies and methods to draw higher engagement.

Get social

If used effectively, social media can contribute greatly to the growth of your business. Social media tools such as Facebook, Twitter, GooglePlus, Instagram, YouTube and LinkedIn are great ways to distribute your content and reach your target audience.

Using these channels is cost-effective as it is mostly free to use. However, most of them offer fantastic paid business advertising solutions that allow you to promote your products or services to new customers outside of your own geographic location.

Related: 7 Social Media Marketing Secrets No Marketer Wants To Admit

There are also great free tools available online to schedule your content in advance and monitor and manage the engagement on it. From these social media insights, you are able to understand your user better and improve your marketing strategy accordingly.

You’ll be able to see the number of reach, likes, comments and other engagement your content receives and from this derive which of your content works and which doesn’t, the best times or days of the week to publish, which channels work best, and who to target with your content.

Optimise for the search engine


Another awesome way to spread the word about your brand and products or services, is through Search Engine Optimisation.

SEO, as it’s often referred to, is the effective process through which website content is cleverly optimised in order to rank higher in organic search engine results and consequently increase website traffic.

It allows you to rank high on search engines, like Google and Bing, for popular search terms within your niche, without actually having to pay for an advert.

Related: Basics Of SEO For Businesses And Brands

SEO can get rather technical, but there are many effective SEO tactics you can apply to optimise your website. With a few clever tricks, like installing SEO plugins and using key worded titles and content, you can also optimise your Blog, YouTube channel and other distribution channels.

Not only will SEO enable you to drive traffic to your company website, but increase awareness of your brand, and give you the edge on your competitors when it comes to securing new and potential clients.

Send an email

It’s a myth that email marketing is dead. It is still very much an effective and inexpensive method to promote your business and products to your target audience, and an easy way to reach people on-the-go on their mobile devices.

You also don’t need to be a technical boffin to send out an email marketing campaign. There are great tools, like MailChimp, available online that will help you set up and distribute your email campaigns, and depending on how many emails you want to send, it is either free or very reasonably priced.

Related: 4 Revolutionary Behavioural Email Marketing Ideas

Targeted emails to smaller databases that contain content relevant to its recipients are proven to be more cost-effective yielding better results, than ‘blanket’ emails to large databases of people that are less likely to convert into customers.

Email marketing is great for introducing new products and services to potential clients, upselling existing clients, nurturing possible leads, driving traffic to your website or blog, and promoting special events.

Classifieds and business listings


Classifieds is another great way to market your business on a limited budget. Not only popular for advertising second-hand goods, cars and property, classifieds have fantastic free advertising benefits for businesses as well.

Websites like Junk Mail Classifieds even gives you the option to register a free trader account for your business, and create an online business profile that has the potential to reach thousands of customers and generate daily leads.

Classifieds are known to be very effective, as they are high-traffic websites that allow you to advertise in specific categories, sub-categories and regions. This enables you to target a specific audience with your products or services and makes it easier for people to find and enter into business with you.

So, if marketing your business seems a bit like conquering Mount Everest right now, then take a deep breath and relax, because it really is easier (and cheaper) than you think.

Just take the time to do some research and familiarise yourself with the multitude of helpful tools readily available to help you get the word out about your brand and products, without breaking the bank.

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Why It’s A No Brainer To Attract Clients In Europe

If you’re an advertising entrepreneur, there’s never been a better time to sell your services overseas.

Ben Wren




The creative industry in South Africa is in a good place. We’re delivering quality work at a good price, and while the industry is young, it’s growing fast.

Schools and design studios have emerged teaching the craft, and the Cape Town CBD has been transformed into a creative hub of burgeoning talent, ripe with hungry entrepreneurs embracing a start-up mentality.

Make no mistake: The advertising industry in South Africa is being taken seriously – and it shows.

But if anything, location is becoming increasingly irrelevant. Just because you’re based in South Africa doesn’t mean you should limit yourself, and the power of the internet means you can cultivate relationships – and create work – for clients anywhere in the world.

Related: 7 Creative Strategies For Marketing Your Start-up On A Tight Budget

Thanks to a common language and a favourable time zone, one place in particular stands out: The UK.

What does South Africa offer? Quality work at a good price

As an Englishman living in South Africa, I have worked for clients like Coca Cola, Nike, Toyota, Johnnie Walker, Microsoft and local powerhouses like Sanlam. I began my career in the UK, W+K London and Euro RSCG before moving to Cape Town nine years ago to lend my expertise to agencies like The Jupiter Drawing Room and Isobar South Africa. Earlier this year, I embraced entrepreneurship by starting my own venture: Area 213 Communications.

As a foreigner living in South Africa, this is my observation: the industry is bigger in the UK but not necessarily better. More choice doesn’t equal a superior end product. Clients’ needs are still the same. They want innovative thinking and quality work delivered on time at a good price.

While the industry in South Africa is smaller, we have the tools and expertise to deliver work that’s comparable – if not better – than Europe.

But our number one selling point? We’re cheaper.

The exchange rate presents a value proposition any entrepreneur would be mad to pass up. While we can protect our margins and enjoy living in a beautiful country, we help clients abroad by delivering quality work at a price that makes them happy.

It’s a win-win for both parties.


Geographically, we’re well-positioned

What do clients want? They want to know that you’re taking care of them and producing great work. If there’s an issue, they want to be able to pick up the phone, speak to the agency and leave the call free of stress.

Invariably, brands in the UK and Europe will look to agencies in their own country – and often their own city – for simple peace of mind. If there’s a problem, they know they can get assistance from someone who can pick up the phone and address their concerns right away.

The beauty of South Africa is that clients can do that, only they’re using Google Hangout, Skype, or a landline. There are no tricky time zone differences to navigate. The spoken language is English, and the accent is easy to understand. Culturally, we’re very similar too. In fact, South Africans are naturally hardworking, and the UK appreciates that.

Related: Three Ways To Improve Your Lead Generation

The number one challenge? Boosting our name

So, let’s get this clear. We can deliver great work. We can do it very competitively. And we’re in the same time zone as all major European countries. We’re not four hours ahead like India, or eight hours behind like the Americas. We have a beautiful milieu ripe with creative talent and we’re growing.

So, what’s stopping us? If anything, reputation. Advertising is a results-driven business, but it’s also image-conscious.

At the moment, South Africa is a market unfamiliar to Europe. The trick is cultivating relationships with people who are key stakeholders in brands abroad.

That’s difficult if you’re not familiar with the market, but not insurmountable. South Africa is an attractive proposition, but too few clients know that.

We need to raise the profile of the country abroad, because in the end, it all comes down to the quality of the work you’re delivering. No client in the world will turn down great work at a price that’s lower than they’re expecting to pay – irrespective of geography.

Related: 9 Tips For Creating An Awesome Brand

The key is to remove the barrier to entry and to get over the first hurdles: The small, very human quirks that prompt brands to choose agencies they’re familiar with, rather than agencies that can save them money.

My goal with Area 213 Communications is to nurture an advertising agency with a global approach to business and one that values the importance of the entrepreneurial spirit. I hope many of my peers will follow suit, putting South Africa on the map in the process.

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How You Can Test That Online Ad Before You Spend On It

How do you test online ads and marketing campaigns quickly for best results? You use this rule of thumb and Google Adword’s Google Display Network (GDN).

Perry Marshall




Test the big difference-making stuff first. Go after finer points later. How far down you drill will depend on your patience for this kind of work and, of course, your budget.

“First test forests, then test trees, then test branches, then test leaves.”

In this scenario, the ‘forest’ is two things:

  1. Your headline, hook, call-to-action, offer or guarantee
  2. The overall aesthetic design of your ad: Colour schemes, styles, layout and tone; bold versus subtle, traditional versus modern, serious versus comic, masculine versus feminine, young versus old, and everything in between.

Related: Analytics: See, Hear and then Speak to Your Customers.

Let’s say you plan to test images of people in your ads. Try different ages as well as both genders. Right off the bat, that gives you four variations: Older men, older women, younger women and younger men. Which one will your target market respond to? After a few thousand impressions, you’ll know.

There are so many different things you can test:

  • Image style: High-resolution colour photo, black-and-white classic, hand-drawn picture or even no image at all.
  • Text formatting: Colour, font, size, bold or italic.
  • Dominant colour: Different colours and different levels of light or dark will evoke wildly different moods. If you’re carefully targeting sites on GDN to show your ads, think about what colour schemes will make your ads stand out on the page rather than blending into the background.
  • Call-to-Action: Ideally this should be prominent. Even better if it’s in the form of a button. Your entire ad may be clickable, but if you feature a boldly coloured button, people will click there more than any place else on your image.

Related: Content Marketing Strategies You Can Steal

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