We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
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."
New York Times
Netflix and Spotify Ask: Can Data Mining Make for Cute Ads?
New York Times
It's no secret that companies, especially those born in the digital age, are amassing deep and detailed troves of information on the habits and preferences of their consumers. For streaming services, that data fuels the recommendations. But companies ...
Nieman Journalism Lab at Harvard
Honesty in advertising
Nieman Journalism Lab at Harvard
Taking ideologies to action: We're entering an era of advertising honesty. It is time to be truthful in what the value and experience should be and have media companies invest in the ability to facilitate and lead by example. We are actively ...
Advertising Solutions Aren't Always Black And White
Forbes Agency Council PR, media strategy, creative & advertising execs share trends & tips Opinions expressed by Forbes Contributors are their own. Post written by. Clint Ethington. Clint Ethington is the CEO & co-founder of programmatic based digital ...
Disney's Advertising Empire Could Get More High-Tech After Fox Purchase
With an acquisition of a good chunk of 21st Century Fox, Disney takes control over many things it does not currently have. Its cable networks target families, kids, and young teens. Fox's outlets go after people interested in big-swing drama and ...
Facebook will no longer always divert international advertising revenue to Ireland
Facebook today said it is shifting to a “local selling structure” in countries outside the U.S., in which its advertising revenue in that country will be recorded by their local company in the country. That means that rather than directly route its ...
Facebook to book advertising revenue locally amid political pressure
Moving to a Local Selling Model | Facebook Newsroom
Facebook | The Irish Times
Advertising authority considers complaints over Amazon Prime delivery times
Complaints about packages not being delivered on time by Amazon in the lead-up to Christmas are being considered by the advertising watchdog. Customers signed up to the online goods giant's premium service Prime have raised concerns their expected ...
Amazon Prime faces probe over Christmas delivery failures as customers say they have waited FOUR DAYS for their ...
Amazon investigated by advertising watchdog over delivery complaints as Christmas gifts delayed
Amazon Prime could face investigation over delivery complaints
Balancing Omnichannel Advertising with Individual Channel Considerations
Good digital advertisers are open to exploring the benefits of every channel available to them, but it can be difficult to balance omnichannel practices with individual channel optimization and measurement. Ivo Totev, CMO of SAP's ERP solution, S/4HANA ...
Off-premise advertising on Irvine Auto Center freeway sign expected to get approval
IRVINE — The city is moving toward allowing off-premise advertising on an electronic freeway sign at the Irvine Auto Center. The City Council on Monday, Dec. 11, voted 3-2 to direct staff to come back with a zone change ordinance to allow off-premise ...
Addressable Advertising: An Upgrade for Travel Brands
Football and turkey. Ugly sweaters and gingerbread lattes. No matter what your association is, the holiday season is already in full swing. It's a time of celebration and merriment but above all else, the holidays are about family. And whether that ...
The Technology That Will Change Advertising
While McDonald's and Burger King duke it out over how many digital outdoor screens they can advertise on to attract more customers, a brand new and disruptive advertising concept has already unfolded in the far east. Take a minute to imagine an ...
ADVERTISING RELATED ARTICLES:
Giorgio Armani: A Persuasive Campaign
Lets examine the use of Giorgio Armani Company's advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image.
Understanding Internet Banner Advertising
Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix.
How to Create Ads that Sell with Little Effort
One of the main problems people find with marketing, is the actual selling. How can you create ads which sell? Well there are tons of articles, and pay for e-books to help you create ad copy, but there is a free and easy way to create your own ads which sell, sell sell.
7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets. And nothing throws a budget out of whack faster than advertising.
Marketing Advertising, While Advertising Your Market!
Today in the Business world whether online or off, it seems that everyone is vying for position, yet few are able to leap to the forefront of their competition.On the Internet there are thousands of programs and Business Opportunities being created every month or so it seems! Everyone is trying to find his or her niche in the Business world.
Create Your Own Business Cards, Part 2
This is the second part of creating your own business card. If you missed the first one, let me know: mailto:webmistress@janes-place.
Creditability In Advertising
I recently saw an ad taped to my mailbox, mind you, my mailbox is shared by many residents of my area. The postal real estate is typically reserved for flyers of lost dogs, cats, small children, etc.
The Power of...
You certainly must know that Many Big Marketers consider COPYWRITING to be the most important skill you need to be earning online. There's a lot of good copywriting around.
Business Cards: Why Waste Valuable Space?
So many business people neglect this valuable asset that may be used for a multitude of messages. Don't fall for the trap of supplying a "scribbler" for others that virtually guarantees your card will be in the "round file" sooner rather than later.
Why I Like The Ads I Hate!
It's been said that the antidote to liking/loving is not hating, but indifference. So, when an ad makes you angry or disgusted or evokes any other strong emotion, it has done it's job.
Marketing Tips For Small Business - Advertising That Works, Part I
Have you ever seen an ad on television that was beautiful, slick, and stylish but didn't fit the product? How about a magazine ad that, though gorgeously photographed, didn't make it clear what was being sold? Or have you heard a catchy radio ad that neglected to give contact information? If you pay attention, you'll notice these money-wasting advertisements in all types of media. If a corporation puts out a bad advertisement, the marketing department will have the resources and budget to make a mid-course correction (sometimes).
Your Eye Catching Publicity Flyer
Your website is done, your business cards have been delivered, and your brochure has received accolades. In the promoting department you have everything you need, right? Well, there is one item you lack and by having this item in your arsenal it can be a dealmaker for you.
Advertising Basics for Beginners
So many of us who have decided to do business online have no background in marketing or advertising. It can be so frustrating without any kind of guide.
Classified Ads That Get Results
Classified ads do not have the big market appeal that a full color display ad has, but they are still one of the most economical ways to get your business into the public eye. And, because classifieds do not demand expensive eye-catching designs or ingenious wording that you often see in direct-mail campaigns, they are a perfect marketing avenue for even new entrepreneurs.
3 Things Every Yellow Pages Advertiser Needs to Know
Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential? but they don't quite know how to take advantage of it. Fortunately, it's a mystery that's solved pretty easily once an advertiser knows where to turn for advice.
How To Make Your Resource Box Sell
Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.
LED video Displays
LED video displays give you the power to communicate, to motivate, and to entertain. Led video displays are seen to be sited for outdoor advertising, in casinos, for events like sporting events in stadium and arena, for staging and mobile display etc.
When Advertising Wears Out
One of the challenges facing marketers is determining the most effective level of advertising exposure for a brand, while maintaining a given budget. Conceptually, the media planner could choose continuous advertising (even exposures spread over a period of time) or follow a strategy of pulsing ("on" for some months and "off" for others).
The Secrets of High Money Classified Ads
When used effectively, classified ads can be one of the quickest and most inexpensive ways to increase your sales. A well written classified ad can generate thousands in sales, yet could cost you pennies to write and run.
Using Ad Agencies and Designers
Advertising and promoting your business is expensive, so it's important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market