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1) Include a coupon in your large ads. This can increase response from 25 to 100 percent. Your coupon could offer the prospect your brochure or catalog.
2) Use a benefit headline on your coupon that affirms the prospect is getting valuable, needed information. E.g. "Yes, I want to reduce my inventory costs by 50 percent."
3) Include a picture of your brochure or catalog in your ad.
4) Use a sidebar in your ad packed with tips that your prospect will find useful. E.g "10 Ways To Reduce Your Phone Bill."
5) Concentrate your copy on the prospect, not on your company. Tell your prospect how your product or service will solve their problems. Use the words "you" and "your" frequently and "I" and "We" less.
6) With a smaller ad, you can ask the prospect to tear out the ad, attach their business card and mail it to your company.
7) Consider converting your ad into an advertorial. This format looks more like an article and contains valuable information. It attracts people who normally skip over ads because advertorials look like editorial content. If the publisher will allow it, use the same typeface as the publication the advertorial appears in. To see advertorial samples, visit the "Portfolio" section of my website http://www.dc-infobiz.com/
8) Put quotation marks around the headline. This can draw 28 percent more attention than a headline without quotation marks.
9) Consider running your ad in black and white if you're using mostly text in the ad. Without color, the ad looks more like an article.
10) The headline is the most important part of an ad. Spend time creating a powerful, benefit packed headline. If you don't stop the reader in their tracks with a good headline, few will bother to read the rest of the ad.
About The Author
David Coyne is a copywriter and marketing consultant. Need help writing your brochures, ads, web pages and other marketing materials? Contact David at his web site: http://www.dc-infobiz.com
MORE RESOURCES updated Thu. June / 21 / 2018Business Insider | What you need to know in advertising today Business Insider AT&T Inc. is in talks to buy digital ad firm AppNexus, which would likely signal the company's plans to challenge advertising titans Alphabet Inc. and Facebook Inc., Cheddar reported. AppNexus is privately held and has raised an estimated $344 million, ... AT&T targets $1.6B buy to boost advertising play Synacor Looks To Solve The Password Problem on Cheddar |
CNBC | AT&T's advertising CEO: We want to change what 'everybody still hates' about ads CNBC The newly combined AT&T-Time Warner is looking to reinvent advertising — but to do so, it needs to buy more technology, AT&T Advertising and Analytics CEO Brian Lesser told CNBC on Wednesday. Lesser, who spoke on "Squawk Box" from the Cannes ... AT&T Advertising CMO Kirk McDonald On Redefining The Ads Experience, Blank Banners And Big Rumors AT&T wants all the major TV networks and cable companies to plug into its ad platform – not just Time Warner brands Synacor Looks To Solve The Password Problem on Cheddar |
Nieman Journalism Lab at Harvard | Newsonomics: GateHouse Media thinks services for small local businesses can help replace long-gone advertising Nieman Journalism Lab at Harvard Doctor: As I understand it, you've moved away from digital space advertising. I talked with [UpCurve CEO] Peter Newton recently, and he laid it out for me; let me see if I have the history right. What we would call the marketing services business for ... |
Forbes | A Crossroads: Artificial Intelligence And Advertising Forbes According to Elon Musk, artificial intelligence (AI) is “our biggest existential threat.” Whether that is fact-based or hyperbole is determined by the reader's perception of Musk as either the real-life Iron Man or a classic hype marketer. Whether Elon ... Elon Musk emails employees about 'extensive and damaging sabotage' by employee Tesla Flags Over 500 Job Cuts at California Headquarters, Plant |
AdExchanger | Trade-offs: The Reality No One Wants To Accept In Digital Advertising AdExchanger As I sit here in Cannes and listen to rosé-fueled frets around the digital advertising industry issues du jour, I've been thinking about how I've watched this business solve problems since its early days. One insight that many leaders haven't applied ... |
Forbes | The Technology Invasion Of The Advertising Industry At Cannes Lions Forbes Correction: This post has been updated since originally posted to show that Giant Spoon used 66 actors, not 60 and took five months to build the activation, not five weeks. Cannes Lions (June 18-22, 2018) is the annual 'Oscars' for the advertising ... The Classic Partnership Advertising Shortlisted In Product Design Lions |
Doom and gloom in advertising? I don't see it, says IPG boss Roth WSAU News CANNES, France (Reuters) - The veteran boss of advertising giant IPG said he does not recognize the talk of "doom and gloom" in his industry, arguing the holding companies are needed more than ever to help clients chart the rapidly changing territory. |
Dallas News | New study, bad news: More exposure to pot advertising increases likelihood teens will use it Dallas News The legalization of recreational marijuana use in California has set off an advertising boom on billboards across the state. The gigantic ads try to persuade us — and our offspring — that we can easily get "chill vibes," say "goodbye stress" or "get ... |
Adweek | The Future of Esports and the Implications for Advertising and Sports ... Adweek CANNES, France—Overwatch League commissioner Nate Nanzer, Activision Blizzard Esports Leagues CMO Daniel Cherry III and David “Nomy” Ramirez, pro ... |
CNBC | AT&T's Brian Lesser on the future of advertising CNBC AT&T's Brian Lesser on the future of advertising. 12 Hours Ago. Brian Lesser, AT&T adversiting CEO, speaks with CNBC's Andrew Ross Sorkin from the Cannes Lions festival in an exclusive interview. Watch CNBC Live TV ... |
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