It’s no secret that advertising is a proven method to generate new sales and leads. However, in order for your ads to be effective, you really need to know who your audience is. This is not just important because it will tell you where your ad will work best, it’s also important because knowing your audience allows you to put the ad together in a way that will be appealing to those folks. For the purposes of this article, we are going to look at creating ads for a technical and professional audience. You will learn that when it comes to advertising, one size does not fit all.
Be direct and precise
It’s often a good idea to give a little bit or a tease when advertising, which prompts people to want to click on the ad to learn more. This doesn’t always work with a technical or professional audience because they want to be in possession and in control of the details of a product or service quickly. However, this doesn’t mean that you need to go in-depth and display everything right upfront. Just keep in mind that technical people like engineers prefer details to be delivered in a clear and concise manner.
Provide pricing information quickly and aggressively
When advertising to professional people, you are dealing with folks who are working under a budget, a plan of action and a deadline. More likely, they have more than one options for the product or service being offered and are requesting bids from your competitors as well. With this in mind, you increase your chances of them choosing your company if your advertising has upfront pricing clearly displayed or there is a quick and easy way to get an estimate. These people don’t have a lot of time to comparison shop, so make it easy for them.
Show proven results
Professional types do not spend money without expecting to get a specific value in return. They want to know the cost and potential benefits of the product or service that they are getting into. Back up your offers with statistical data and reports that show a solid return on investment. The more details, the better as data will be your most important persuasive tool for this audience.
Use logic instead of emotion
The advertising playbook would suggest that you try to play into the consumer’s impulse and emotion when you are advertising. However, that often does not work with professional or technically-minded people. They are more interested in the logical side of making a decision, and do not, or try not, to let emotions control their buying decisions like average consumers do. Facts and data appeal to these people, not the soft benefits like how a product or service might be useful or could be beneficial. They want fact sheets, feature lists, demos, etc.
Since you are taking emotions out of the equation and will go with the logical route, it is perfectly acceptable to use technical jargon in your ads. You are essentially connecting on a higher level with this target audience, so you can be sure that the use of such verbiage is not something that will go over their head. They may even look at you as a smart, savvy advertiser and be more inclined to go with whatever it is that you have on offer.
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