Boasting of an unstoppable growth, the world's mobile industry is of constant interest to business owners and marketers due to the inherently powerful platform mobile devices can be for them.
While the growth is certainly there and the birth of mobile marketing is certainly welcome, there isn't any value-addition if mobile advertisements are published or written without a strategy or plan in mind. If you want more bang for the buck off mobile advertising, copywriting – even if it is to craft a 160 character message – principles cannot be forgotten. Here are 4 superb tips to craft and publish profitable, cash-pulling mobile advertisements:
AIDA (Attention, Interest, Desire, and Action) still works: Don't waste precious space on the message with details like your business name, addresses and phone numbers. The space there is for the powerful, profit-pulling message and that's all there is to it. Make sure you follow the classic AIDA model where your message must grab attention, generate an interest urging prospects to read more, invoke desire to perform a call-to-action that you must include within your message. Look at the examples below and guess which one works better for a fictitious web designing company.
"Pinnacle Web Designing Company, based out of London, UK, provides you with excellent web page designs and other Internet consulting services. Meet us at our office or call us if you are looking for the best web services in UK."
"Your website isn't selling a damned thing. Have you thought about it? Do you want your website to bring in more revenue and make money for you while you are sleeping? Want to generate targeted leads that convert to sales, almost automatically? Call us now and we will tell you how."
Which advertisement do you think is better?
Focus on one product or idea at time: Chances are that you have many products or services; but you won't have space in mobile advertising for all of them. Pick up your most profitable product or service and send out campaigns to generate leads for it. You could plan your campaign such that you send out separate messages for each of your products. The key is to just focus on one product or one product benefit at a time. Clarity helps drive the idea straight to the prospects' head.
Send out targeted ads: No one size fits all. Don't create one or two messages to be sent to the entire database. Categorize your customers as long-term, short-term, new and old, premium and basic, etc., based on the life-time value of your customers (you can figure this out by doing simple calculations). Depending on customer profiles and sets you created, create ads that your respective targeted group can relate to. It is hard work and takes meticulous attention to detail. It's worth it because it brings in the money.
Don't advertise without testing first: Just because you think that an advertisement is effective or funny doesn't mean it will work. Perhaps you commissioned an ad agency or a freelance copywriter for generating your copy? It might not be effective yet. The only way you will know if a campaign can fetch you returns and generate leads is to test it before you push it. Testing your campaigns, copy and delivery rates is critical when it comes to mobile advertising, just as it is in any form of marketing.