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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 Thu. February / 25 / 2021

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What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

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Facebook versus News: Advertising is the real problem  The Conversation AU

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JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

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Maryland’s Digital Advertising Tax: A Contentious Start, and an Uncertain Future  Retail & Consumer Products Law Observer

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What Will Come of Maryland's Unique and Controversial Digital Advertising Tax?  Lexology

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

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The 20 advertising jingles that stick the best  AZ Big Media

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What Digital Advertising Gets Wrong  Harvard Business Review

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Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

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Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  MarTech Series

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Bitcoin vs big tech: the death of advertising?  CoinGeek

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REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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The 6th Wave of Advertising Technology: Privacy  AdExchanger

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5 Stocks to Tap Solid Rebound in Digital Advertising Spend  Nasdaq

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Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

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Calling T-Shaped Creatives: Let's Lift Up Advertising's Drab Into Drag  Adweek

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InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Fluent Expected to Ride the Digital Advertising Wave This Year  Yahoo Finance

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Advertising Platform Unruly Launches Full-Service Digital Creative Studio for Brands and Agencies  ExchangeWire

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Framingham Police Advertising For Lateral Transfers  framinghamsource.com

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Cigarette advertising could bring in big dollars, but crosses a line.  Monterey County Weekly

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Televisionation: ARF's Scott McDonald and Paul Donato on the Future of Advertising | InteractiveTV Today  InteractiveTV Today [itvt]

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In-App Advertising Market to Witness Comprehensive Growth By 2024 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

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ALM's ThinkAdvisor Introduces New Reader Experience With Design And Advertising Innovations  PRNewswire

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We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

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The state of advertising in a post-Covid world | shots  Shots

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VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

Jack Giarraputo launches creative advertising agency Slice Collective - Devdiscourse
Jack Giarraputo launches creative advertising agency Slice Collective  Devdiscourse

You won’t find many digital billboards in Lexington. Lawsuit tries to change that. - Lexington Herald Leader
You won’t find many digital billboards in Lexington. Lawsuit tries to change that.  Lexington Herald Leader

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MEDICAL ADVERTISING HALL OF FAME UPDATES MISSION TO HELP DRIVE AWARENESS FOR GREATER DIVERSITY, EQUITY AND INCLUSION IN OUR INDUSTRY  PharmaLive

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This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

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Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

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Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

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Spotify unveils the lovechild of its acquisitions: an audio advertising suite  Input

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LEGAL ADVERTISING  The Lincoln County News

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EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

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How Comcast's investing arm Comcast Ventures unraveled  Business Insider

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Industry players react to ASCI guidelines for influencer advertising  YourStory

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Digital vs. Linear Advertising: Bridging Two Worlds Together  Radio & Television Business Report

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2021 Amazon Advertising Guide for Sellers  Jungle Scout

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Coronavirus advertising campaign launched to reinforce ‘stay at home’ message  Yahoo Movies UK

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Trade groups sue over Maryland's controversial tax on digital advertising – MNE Tax  MNE Tax

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Google to Resume Acceptance of Political Advertising  Lexology

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Gazing Into the Foggy Future of Alcohol Advertising on TikTok  VinePair

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Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  EIN News

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Czech Republic approves new rules for advertising medical devices  Lexology

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How do you solve a problem like... gender stereotypes in advertising?  The Drum

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What advertising's biggest industry events will look like in 2021  AdAge.com

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Out-of-home Advertising Market Size |Incredible Possibilities and Growth Analysi  Fractovia News

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New study: Online Display Advertising Market Overview, Raw materials and Equipment, Shipment, Industry Growth Analysis: 2026  The Bisouv Network

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Experiential Advertising Agency Services Market Size, Growth, Trends, SWOT Analysis, By Top Players- Deutsch Televerde Ansira Antianti MDC Partners Ketchum Leo Burnett R/GA Ryzeo UVIAUS 451 Agency Antianti Activent Marketing 4EON Adelante Live Key Types Online Service Offline Service Key End-Use Government Enterprise Others  The Bisouv Network

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VIZIO Ads Launches Glass-Level Frequency Control For TV Advertisers  MarTech Series

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The Trade Desk Says Advertisers Will Spend Less At Upfront 02/23/2021  MediaPost Communications

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Out of home Advertising Market Trends, Top Players, Market Demands, Industry Growth Forecast: 2026  The Bisouv Network

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Facebook Bans All Myanmar Military-Linked Accounts and Advertisements Following Coup-Induced Violence  Gadgets 360

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Trump Judge Tries to Protect Corporation from False Advertising Claim: Confirmed Judges, Confirmed Fears  People For the American Way

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Australia won't advertise COVID-19 vaccine on Facebook but vows publicity  Yahoo Finance

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Walmart Buys Ad Tech to Chase Small-Business Advertisers  The Wall Street Journal

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Fox revenue rises, boosted by political advertising  Fox Business

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Super Bowl 2021: Why brands like Coke, Budweiser and Pepsi are benching their stars from in-game commercials this year  MarketWatch

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Facebook to Test News Feed Controls for Advertisers  The Wall Street Journal

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

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Google's next big Chrome update will rewrite the rules of the web  Wired.co.uk

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From The Experts: Media And Advertising In 2021  Forbes

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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Is the internet advertising economy about to implode?  TechCrunch

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