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Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools


If you're a retailer and the only kind of advertising you do is built around sales events, you don't need much in the way of advice. All your advertising needs to do is spell out as clearly as possible what's on sale, the amount to be saved and your store's name, address and phone number. You should also include your web address as most of today's consumers expect you to have one.

But what if you're not a retailer or you don't have a sale to advertise?

Here are my seven tips for kicking up the power of your print advertising

Know thy customer. Close your eyes and try to visualize a typical customer. What's important to him? What problem(s) is she trying to solve? How old is he? Does she have children? How much do you suppose she earns a month? What would make him want to do business with you? What does he want from your product or service? The better you understand your customer the stronger a sales message you can create.

Your headline must capture your propects' interest. Your reader's eye will be drawn to your ad by its main graphic, be it a picture or illustration. The second thing he/she will see is your headline. It must serve as a bridge between the graphic and your ad's copy, and then capture your readers' attention or you will lose them and will have wasted your money. The best way to do this is to build your headline around a strong benefit statement. Again, keep in mind your prospect's needs and interests or the problem they are looking to solve. For example, a strong benefit statement would be"How to retire at age 55 without sacrificing a penny of income." I also like headlines (see the title of this article) with numbers, i.e., "Eight ways to look younger in minutes," "Five mistakes to not make when buying fine furniture."

Everybody wants to talk about their children and not yours. Of course, I don't mean this literally. What I mean is that people don't care about you and your business. They care about themselves and what you can do for them. I know this is going to depress you, but customers don't care how long you've been in business, how big your business has become, how beautiful your new store is, etc. They only want to know what you have to offer that can make their lives better, save them money or help them solve an important problem.

People love stories. I'll bet that when you were a kid, one of your favorite things was story time. As human beings, we just seem to be hard-wired to love stories. If you business lends itself to this idea, try starting you ad with a simple story. For example, if you were selling financial advice, you might start out with: "I have two old friends. Let's call them Scott and Janet. They both loved gardening and their lifelong ambition was to retire early and start a garden shop. Unfortunately, they suffered some financial setbacks and found themselves at age 55, with enough money to retire but not enough to start that dream business. When Scott and Janet came to me ....etc."

Start paragraphs with connecting words to keep your readers reading. Once you've pulled your readers into your ad, the challenge is to keep them reading to the end. The way you do this is by using connecting words at the beginning of paragraphs. Some good connecting words are "also," "in other words," "so," "but," "and," in short," "for another thing," and "plus.

Give your readers a reason to do something. You must end every ad with a call to action (see #7 below). But don't forget that you have to give your reader a reason to take that action. This could be the offer of something free such as a booklet or brochure, a free demonstration, a free sample, etc.

Always end with a call to action. Never, and I mean never, end an ad without asking your reader to do something. The something could be to call you (with a prominent phone number), stop by your store, cut out and mail a coupon, or visit your web site. This is not only critical to "closing the sale," but also can help you track the effectiveness of your advertising. If your call to action is for the prospect to phone you, it's always good to add something like "call us at 303-555-1234 and ask for, say, Bart." That way, whenever a person calls and asks for Bart, you will know your ad generated that response. The next time you run the ad, you could tell your prospect to call and ask for Chuck, etc. If your advertising includes a coupon, be sure to code it so you will know which ad generated the response.

Article by Douglas Hanna. Douglas is a retired advertising and marketing executive and long-time Denver resident. He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better."


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. February / 15 / 2019

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Timeline: Lee Clow’s 50 Years in Advertising  Adweek

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Pika-choose this home: Baltimore realtor gets creative with Pokémon advertising  WBAL TV Baltimore

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DTC brands are running into TV advertising’s legacy limitations  Digiday

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State Of Nature: District Courts Diverge In Treatment Of "Natural" False Advertising Claims - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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Taxing the Rich, and the “Woke” Advertising Trend  HBR.org Daily

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Advertising uber-analyst Brian Wieser takes role at GroupM  AdAge.com

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MannKind - Afrezza Scripts, Advertising, Insurance, And Cash  Seeking Alpha

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Connecticut Billboard Advertising Legal Cannabis In Massachusetts Draws Protests  Ganjapreneur

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Marketers are Shifting Advertising Budgets to LinkedIn  Search Engine Journal

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Roundup: Equity in business workshop / Top advertising student / Chicken recall  Greater Baton Rouge Business Report

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The Racism of 19th-Century Advertisements  JSTOR Daily

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Amazon launches a rewards program for apps like TikTok  AdAge.com

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AT& T to resume advertising on YouTube  Marketplace APM

AT&T has announced it's putting ads back on YouTube. A couple of years ago, the telecom giant pulled their ads off the platform because of concerns that its ...


Super Bowl LIII advertisers that added the most followers | Special: Super Bowl - AdAge.com
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Why addressable TV advertising hasn't taken off: Analysis  Business Insider

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GoDaddy empowers in its 'Make the World You Want' campaign | Advertising - AdAge.com
GoDaddy empowers in its 'Make the World You Want' campaign | Advertising  AdAge.com

GoDaddy 'Make the World You Want' campaign promotes message of empowerment and stars influencers including Accidental Icon' Lyn Slater and Ayesha ...


How to give your small business a boost with budget advertising - e27
How to give your small business a boost with budget advertising  e27

Experts say you should spend at least an hour a day on marketing and looking for ways to promote your business. The easiest way to endorse a business is by ...


FreeWheel Markets Chooses the Nielsen DMP to Fuel Audience-Based TV Advertising Across All Screens - PRNewswire
FreeWheel Markets Chooses the Nielsen DMP to Fuel Audience-Based TV Advertising Across All Screens  PRNewswire

NEW YORK, Feb. 12, 2019 /PRNewswire/ -- Nielsen (NYSE: NLSN) and FreeWheel, A Comcast Company have expanded their relationship to include the ...


PepsiCo says higher advertising costs, new product investments will dent profit this year - The Globe and Mail
PepsiCo says higher advertising costs, new product investments will dent profit this year  The Globe and Mail

PepsiCo Inc. said on Friday that increased investments in advertising and products aimed at boosting sales growth would lead to a fall in profit this year.


NFL's Playoff Advertising Share Has Increased By 19% Since 2014 - Forbes
NFL's Playoff Advertising Share Has Increased By 19% Since 2014  Forbes

The National Football League's share of playoff advertising revenue relative to its three main competitors—the National Basketball Association, Major League ...


Amazon Knows What You Buy. And It’s Building a Big Ad Business From It. - The New York Times
Amazon Knows What You Buy. And It’s Building a Big Ad Business From It.  The New York Times

The online retail giant is taking advantage of what it knows better than anyone: consumers' online shopping habits.


FCC commissioner: We need to crack down on e-cigarette advertisements - USA TODAY
FCC commissioner: We need to crack down on e-cigarette advertisements  USA TODAY

We can't sit idly by while the equivalent of the Marlboro Man surfaces in advertising, introducing the next generation to addicting tobacco products.


Beyond the Books: Charter schools spend millions on advertising - KUTV 2News
Beyond the Books: Charter schools spend millions on advertising  KUTV 2News

Trent Young says he was stunned on a Friday afternoon when the director of the school for which he worked, Utah Career Path High School, asked he and other ...


Publicis rebrands its digital consulting arm Publicis Sapient - Fast Company
Publicis rebrands its digital consulting arm Publicis Sapient  Fast Company

The advertising conglomerate Publicis takes another swing in the fight against global consultancies by rebranding its digital business arm.


Reuters article highlights ethical issues with native advertising - Columbia Journalism Review
Reuters article highlights ethical issues with native advertising  Columbia Journalism Review

When Aubrey Belford started work as a special correspondent for Reuters in Southeast Asia, his new colleagues in the Bangkok bureau were working on a ...


Rik van der Kooi of Microsoft Advertising Elected Chairman of the IAB Board of Directors - Business Wire
Rik van der Kooi of Microsoft Advertising Elected Chairman of the IAB Board of Directors  Business Wire

IAB today announced it has elected Rik van der Kooi, Corporate Vice President at Microsoft Advertising, as Chairman of the trade organization's Board.


The country advertising for 'moral' executioners - Newstalk ZB
The country advertising for 'moral' executioners  Newstalk ZB

A small island nation has made global headlines after advertising vacant positions for hangmen. The controversial job ads were featured in local papers in.


UK broadcasters face advertising tipping point, new study finds - The Guardian
UK broadcasters face advertising tipping point, new study finds  The Guardian

Broadcasters are facing a tipping point in the next five years where a faster decline in traditional viewing will make TV campaigns too expensive to be ...


ADVERTISING: ADVERTORIAL — SHEREE DIBIASE: Physical therapy for endometriosis - Coeur d'Alene Press
ADVERTISING: ADVERTORIAL — SHEREE DIBIASE: Physical therapy for endometriosis  Coeur d'Alene Press

Endometriosis is one of the most misunderstood health conditions for women. Endometriosis affects 1 in 10 wome.


#AdAgeElectionWatch: Media and Advertising Analysis of General Election 2019 - AdAge India
#AdAgeElectionWatch: Media and Advertising Analysis of General Election 2019  AdAge India

AdAge India, the Indian arm of the leading global advertising and marketing news platform AdAge.com, is launching AdAge Election Watch ...


Gun Safe Accessory Company Banned from Facebook Advertising - AmmoLand Shooting Sports News
Gun Safe Accessory Company Banned from Facebook Advertising  AmmoLand Shooting Sports News

Gun Storage Solutions, the manufacturer of gun safe accessories, has been shut down from advertising. Facebook is now discriminating against companies that ...


Barbara Proctor, first African American woman to own an advertising agency, dies at 86 - Washington Post
Barbara Proctor, first African American woman to own an advertising agency, dies at 86  Washington Post

The company was called Proctor and Gardner Advertising. But there was only one founder behind it — Barbara Proctor, maiden name Gardner, the first African ...


Why is Panama City Beach advertising for spring tourism after Hurricane Michael? - The Northwest Florida Daily News
Why is Panama City Beach advertising for spring tourism after Hurricane Michael?  The Northwest Florida Daily News

The idea is that, instead of slowing recovery work by getting in the way, tourists will pump more dollars into the area, thereby helping businesses recoup losses ...


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