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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 Sat. April / 20 / 2019

Amazon Music’s Free Tier Is More Advertising Play Than Spotify Killer, Analysts Say - Variety
  1. Amazon Music’s Free Tier Is More Advertising Play Than Spotify Killer, Analysts Say  Variety
  2. Amazon Music's New Freemium Tier May Bite Into Spotify's Long-Term Advertising Strategy  Digital Music News
  3. Amazon Music's free tier is more advertising play than Spotify killer, analysts say - Tech News  The Star Online
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UPDATED: City of Framingham Advertising for Director of Planning and Community Development  framinghamsource.com

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Podcasting is now a big business. Can it grow its advertising base?  Barron's

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WPP's Zubi Advertising Rebrands and Exits Dedicated Ford Division GTB  Adweek

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Digital Billboards Open-up Advertising To Blockchain, Artificial Intelligence, And Cryptocurrency  Forbes

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City of Framingham Advertising For Health Inspector  framinghamsource.com

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INTRODUCING: The 10 people transforming advertising  Business Insider

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Amazon Plans to Use Digital Media to Expand Its Advertising Business - The Motley Fool
Amazon Plans to Use Digital Media to Expand Its Advertising Business  The Motley Fool

Amazon's (NASDAQ:AMZN) advertising business jumped from a small footnote in its earnings report to a $10 billion business in almost no time flat. Amazon ...


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Senior Farewell: Web editor, advertising manager explain why 'you don't plan life, you live it'  The Franklin News

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The people transforming advertising and media, Verizon's DTC move, and ad tech's privacy play  Business Insider

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Advertising regulations harm social media influencers, followers, and marketers alike  The Hub at Johns Hopkins

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Entering Advertising Awards Shows? Here Are 5 Tips for Creating a Winning Entry  Adweek

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Why Amazon creates groups of advertising teams  Business Insider

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Woman Who Tried to Raffle Off Scottish Castle Rapped by Advertising Watchdog  Bloomberg

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Beacon to Offer Free Local Advertising to One Local Business or Non-Profit During May  theportlandbeacon.com

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Pepsi Partners With Startrocket for Satellite Advertisements in the Sky  Eater

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Olympics advertising will transform with new NBCUniversal, LA 2028 partnership  CNBC

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Advertising truck sighted and cited in Old Town  KeysNews.com

A roving billboard truck that displays animated digital advertisements for its clients while driving around the island has been getting attention in recent months, ...


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Researchers Find That an Intense Guilt Trip in Advertising Turns Consumers Off to Brands  Adweek

The patron saint of heavy-handed cause advertising is likely Sally Struthers. Though her intentions for Save the Children are laudable, some of the ads that she ...


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How Police Drummer Stewart Copeland Found a New Beat—in Advertising  Adweek

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Your Event's Comprehensive Social Media Advertising Calendar  hypebot.com

Advertising on social media is important to making your next show or event a success, but unstructured bombardment of all social channels will do you little good ...


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Introducing Dealbreaker's Real-Time Advertising Private Marketplace  Dealbreaker

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Disney In One Buy: How Disney Is Unifying Its Advertising Approach  AdExchanger

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Giant $14.5 million sign at Denver International Airport broken after 16 months  The Denver Post

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3 Companies Battling for This Massive Advertising Opportunity  The Motley Fool

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Detroit advertising icon Fred Yaffe dies at 86  Detroit Free Press

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How the power of persuasion goes way beyond mere advertising  The Conversation - UK

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Beachfront Announces New Set-Top Box VOD Programmatic Advertising Capability For MVPDs  Broadcasting & Cable

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Advertising and nostalgia items, many of them rare Canadian pieces, fare well at Miller & Miller's April 6th  EIN News

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Robocallers, Advertising Consent – TMO Daily Observations 2019-04-18  The Mac Observer

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The Future of Restaurant Advertising Is Machine Learning  Modern Restaurant Management

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SpotX Fuels Revenue Growth for Philo's Advertising Platform via Demand Facilitation  MarTech Series

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A Watchful Eye on Facebook’s Advertising Practices  The New York Times

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Amplify.ai and AdLingo Bring Conversational AI to Display Advertising  MarTech Series

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How Is Virtual Reality Impacting Video Marketing and Advertising?  ARPost

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One of the world's largest advertisers is calling for tech companies to do better  NBC News

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Is Your Church Evangelizing Or Just Advertising? 4 Reasons It Matters  ChristianityToday.com

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Flop! Mush! Disappointment! How 20 advertising slogans would read – if they were honest  The Guardian

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Bogus advertising hustle bites veterinarian  Albuquerque Journal

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NRA sues OKC advertising agency Ackerman McQueen  NewsOK.com

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NRA Sues Its Longtime Advertising Firm, Revealing Major Internal Dispute  TPM

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Will Advertisers Of The Future Need To Pay Consumers To See Ads?  Forbes

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Advertising A Game About Weed Is Hard  Kotaku

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For true transparency around political advertising, US tech companies must collaborate  TechCrunch

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AdsDax unveils public ledger to gauge digital ad impact  BusinessLine

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Four Tips For Advertising On Facebook Like A Pro  Forbes

Digital advertising is the new norm in the marketing world, and there's a reason why. Not only is it effective, but it costs pennies on the dollar compared to other ...


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Why Burger King's CMO prefers ad agencies over consulting firms.  Business Insider

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European political parties send open letter to Facebook against new advertising rules - European Interest
European political parties send open letter to Facebook against new advertising rules  European Interest

Representatives of seven European political parties jointly wrote on Tuesday an open letter to Facebook's CEO Mark Zuckerberg, protesting against the ...


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Amazon Is Starting to Threaten Google's Online Advertising Supremacy  Motley Fool

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The Case for Investing in AI for Advertising  Chief Marketer

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Video Advertising Software Share Archives  TechnoBleak

Video Advertising Software Market Research Report 2019: Study by Competitors Landscape, SWOT Analysis, Services and Solutions 2026. The Video ...


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Advertising Is Growing Amazon's Business, So Let Amazon Help Grow Yours Too  Entrepreneur

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Advertisers Were Shocked by Accenture’s Acquisition of Droga5, but They Shouldn’t Have Been  Adweek

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Want To Target Millennial Males Via Advertising? Use Artificial Intelligence!  Forbes

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Hormel advertising suit reveals what 'natural' meat really means  AdAge.com

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5 Ways Advertising Could Change If Chrome Blocks Third-Party Cookies  Adweek

With increased pressure to bend to the calls for consumer privacy, corporations and governments are doubling down on regulations to block third-party ...


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Snapchat ramps up advertising and vows to be better at privacy than Facebook  CNN

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How Motown and ‘The Big Chill’ Revolutionized the Music and Advertising Industries  Variety

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John Grindrod: Watch for that advertising sleight of hand  LimaOhio.com

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Accenture just bought an indie ad agency, as boardrooms get serious about creative marketing  CNBC

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Unilever to pick 'trusted publishers' for digital advertising  Reuters

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Facebook’s Ad Algorithm Is a Race and Gender Stereotyping Machine, New Study Suggests  The Intercept

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CareDx Accuses Natera of False Advertising in Second Lawsuit  GenomeWeb

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What Percent of Display Ad Spend Comes From Native Advertising?  eMarketer

We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. The bulk of native ad spend will go to ...


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Senate not going along with House proposal to cap spending on public notice advertisements  MDJOnline.com

INDIANAPOLIS — A House-approved proposal limiting government transparency by barring localities from ever spending more than $250 on a public notice ...


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Video Advertising Software Competitor Insights Archives  TechnoBleak

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Video Advertising Software Industry News Archives - TechnoBleak
Video Advertising Software Industry News Archives  TechnoBleak

Video Advertising Software Market Research Report 2019: Study by Competitors Landscape, SWOT Analysis, Services and Solutions 2026. The Video ...


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Retail Briefing: Walmart is bulking up its advertising business  Digiday

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Hinge CEO: advertising would be 'antithetical' to our message - The Drum
Hinge CEO: advertising would be 'antithetical' to our message  The Drum

Hinge brands itself as the dating app that's 'designed to be deleted'.


Legislators seek truth in political advertising rules - The CT Mirror
Legislators seek truth in political advertising rules  The CT Mirror

The legislative committee that oversees election laws in Connecticut finished its work Monday night, sending to the state House and Senate a broad array of bills ...


Facebook keeps advertisers addicted after a year of scandals - CNBC
Facebook keeps advertisers addicted after a year of scandals  CNBC

Facebook has had plenty of hot-water moments in the year since its CEO Mark Zuckerberg testified before Congress on the platform's data and privacy troubles.


AR-15 advertising speaks to ‘macho hyper-masculinity,' gun control advocates say. They want it to stop - USA TODAY
AR-15 advertising speaks to ‘macho hyper-masculinity,' gun control advocates say. They want it to stop  USA TODAY

When it comes to selling AR-15-style semiautomatic rifles, gunmakers have discovered that there's no better endorsement than the American soldier.


How Are Advertising Agencies Approaching Transparency Audits? - eMarketer
How Are Advertising Agencies Approaching Transparency Audits?  eMarketer

Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director ...


Racer X Is Hiring | Marketing, Advertising & Sales Assistant - Racer X Online
Racer X Is Hiring | Marketing, Advertising & Sales Assistant  Racer X Online

Racer X Illustrated, the industry-leading motocross and supercross magazine based in Morgantown, West Virginia, is seeking a bright, self-motivated, organized ...


False advertising lawsuits are on the rise: Marketer's Brief Podcast - AdAge.com
False advertising lawsuits are on the rise: Marketer's Brief Podcast  AdAge.com

Leading ad lawyer Linda Goldstein joins the Marketer's Brief podcast to discuss the rise of false advertising lawsuits.


Omnicom revs up consulting and commerce offer as advertising drives Q1 growth - The Drum
Omnicom revs up consulting and commerce offer as advertising drives Q1 growth  The Drum

Omnicom's first quarter results appear to buck the holding companies' chase for diversified budgets, with its advertising and healthcare businesses fueling ...


Hormel wins advertising lawsuit over 'natural' term on its meats - Food Dive
Hormel wins advertising lawsuit over 'natural' term on its meats  Food Dive

The D.C. Superior Court dismissed a lawsuit filed by the Animal Legal Defense Fund that alleged "natural" claims on Hormel's packaging were misleading ...


Online Advertising Market Emerging Trends and Strong Application Scope By 2025 - TechnoBleak
Online Advertising Market Emerging Trends and Strong Application Scope By 2025  TechnoBleak

The report elaborates the complete details covering product definition, product type, and application. The report covers useful details which are categorized ...


Amazon's Next Move to Boost Its Advertising Business - Motley Fool
Amazon's Next Move to Boost Its Advertising Business  Motley Fool

The e-commerce giant will ride the biggest trend in advertising in 2019.


Stephen Curry is the star of Facebook's pitch to advertisers - AdAge.com
Stephen Curry is the star of Facebook's pitch to advertisers  AdAge.com

Facebook is flaunting the star power of its new show with Stephen Curry as it tries to convince advertisers that its Watch video portal is the place to spend.


Sexism in advertising: ‘They talk about diversity, but they don’t want to change’ - The Guardian
Sexism in advertising: ‘They talk about diversity, but they don’t want to change’  The Guardian

As #timeTo, the ad industry's answer to #MeToo, gathers momentum, we talk to senior women working in the field.


Digital Advertising's Unlikely Giant Killer: Amazon - Forbes
Digital Advertising's Unlikely Giant Killer: Amazon  Forbes

In 2019 it's clear that Amazon is finally getting serious about becoming a full-fledged advertising platform. It's the only company with the reach and resources to ...


Double lottery wins top $234M for Pittsburgh agency - Pittsburgh Business Times
Double lottery wins top $234M for Pittsburgh agency  Pittsburgh Business Times

Filled with “must read” stories, industry news and reporter insights, exclusive interviews with local business leaders, and expanded Top 25 Lists.


For Its Most Sustainable Store, Ikea Is Advertising Directions via Steps and Mass Transit - Adweek
For Its Most Sustainable Store, Ikea Is Advertising Directions via Steps and Mass Transit  Adweek

In America, we're pretty used to ads telling us how to find a chain's nearest location, but the directions are usually based on interstate exits or measured in ...


How you can make the most of your YouTube video advertising - Marketing Land
How you can make the most of your YouTube video advertising  Marketing Land

If you're not already using YouTube videos as part of your marketing efforts, you should be. Researchers have found that a majority of consumers (81 percent) ...


3 Insights for Pinterest Advertising Campaigns that Drive Sales - MarTech Series
3 Insights for Pinterest Advertising Campaigns that Drive Sales  MarTech Series

Pinterest is a powerful social platform for brands wanting to sell products and services. Pinterest users (pinners) are actively looking to make purchases, and ...


Pinterest 'has the potential to grab advertising dollars' from competitors - Yahoo Finance
Pinterest 'has the potential to grab advertising dollars' from competitors  Yahoo Finance

Kathleen Weiss Hanley, Lehigh University Bolton-Perella Chair in Finance, says Pinterest "has the potential to grab advertising dollars that other social media ...


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