It’s easy to get bored with your own marketing material. You’ve seen your ads a thousand times. Your customers must be tired of them too, right? Wrong.
I’ve seen this mistake time and again. Business owners shelving their golden ads way too soon, not realizing the staying power of a well-crafted message.
The Lifespan of a Winning Ad
A winning ad is like a classic rock song – it never really gets old.
The truth is, your customer base doesn’t tire of your ads as quickly as you do. If you’ve struck gold with a profitable ad, why sideline it? These ads should be your workhorses, running hard and long until the numbers say otherwise.
The secret of a long-lasting ad lies in its quality. A well-written, cleverly designed ad can have a surprisingly long shelf life.
We’re talking years, not months.
The key here is to let the data speak. Your ad’s performance metrics are the only true measure of its worth. As long as it’s bringing in results, it’s a player in the game.
Numbers Never Lie
It’s easy to fall into the trap of subjective judgment – thinking an ad feels old or stale. But this is where many businesses trip up.
Your gut feeling is not an indicator of an ad’s performance. The only true north is your ad’s numbers.
Are they still bringing in leads? Are the conversions holding up? Is the ROI still favorable? If the answers are yes, you’re sitting on a winner.
The Art of the Revival
But what if you really need to pull an ad for a while? Maybe you’re refreshing your brand, or it’s a seasonal product.
That’s fine.
Just don’t let that ad gather dust. Revisit it.
Often, an ad that’s been on a break can come back even stronger.
The market is always moving, and there’s a constant stream of new eyes ready to see your ‘old’ ad for the first time.
Think of it as the grand comeback tour. To the new segment of your target market, it’s fresh. And who doesn’t love discovering a ‘new’ classic?
Timing and Tweaking
The art of re-running ads also lies in timing and minor tweaking. Sometimes, all an ad needs is a slight refresh – a tweak in the copy, an update in the imagery, or a nudge in a different direction.
This keeps the core message intact while giving it a fresh coat of relevance.
Wrap It Up: Embrace the Long Run
Don’t be hasty in retiring your successful ads. Embrace their long life.
Keep an eye on the numbers, give them a tweak when necessary, and don’t be afraid to bring them back after a hiatus. The classics always have a place.
