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Your print ads should do more than just get noticed. Their job is to bring you business, and if all they do is lay around and attract attention, they're no different from the lazy employee who does nothing all day but look busy.
You wouldn't give him more hours in the hopes that one day something productive will happen. And you shouldn't keep running those "name recognition" ads in the hopes that one day sales will happen, either. You should fire those non-responsive ads and get some that pull their own weight. Here's how:
1. Grab prospects with your headline. The single most important part of your ad is the headline. If yours is the name of your business, you are wasting your time and money by running it. Make it shout about the biggest benefit if buying your product or service, and you could increase response by as much as 300%.
2. Don't talk about yourself. Talk about the benefits your prospect will enjoy by using your product or service. Focus entirely on your customer, not yourself, your history, your anything. It's all about what's in it for them.
3. Include a photo. Don't make the photo the entire ad with only minimal copy, but do include one that supports what your ad says. Pictures in ads are like body language: they convey your tone and intention, and if done right add to your credibility. But they do not persuade by themselves. Only words can do that.
4. Ask for response. People won't call if you don't ask them to. Tell your prospect what it is you want her to do. Call for a free quote. Visit our web site. Come in today and stock up. Send in this coupon. You get the point.
Changing your ads from "name recognition" to "direct response" can not only increase your business, they can lower your advertising bill. Because they don't have to be run over and over and over to be effective.
So "fire" your old ads today, and "hire" new ones that really produce!
Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.
Facebook Will Ban Some Businesses From Advertising...And Other Small Business Tech News This Week
Here are five things in technology that happened this past week and how they affect your business. Did you miss them? 1 — Facebook will now ban “bad” businesses from advertising. Facebook has announced the global rollout of a new policy that will now ...
New York Post
City has spent $44M on subway, bus advertising since 2014
New York Post
The city has spent nearly $44 million advertising on buses and subways since January 2014, records show. Health Department posters promoting safe sex and social services are responsible for $42.5 million in city contracts with Outfront Media, the firm ...
Building Indiana (press release) (blog)
The Legalities of Legal Advertising
Building Indiana (press release) (blog)
Did you know that at one point in history the marketing and advertising of your legal firm or law services was actually illegal? It took a Supreme Court ruling in the late 1970's to overturn that forgotten rule, but despite the reversal, there are ...
Cannes Lions bingo: The ad industry's top buzzwords in 2018
The Cannes Lions advertising conference—okay, fine, International Festival of Creativity—takes place this week on the French Riviera. Once again, Quartz is producing a special edition of our Daily Brief email for the festival, which runs from June 18-22.
It's festive time at Cannes again, Veterans Piyush and Prasoon Pandey to be honoured this year
Cannes awards entries fall by a fifth in watershed year
The Principles of Post-Advertising
The post-advertising world is not one without advertising, but one where our use of traditional ads and brands has peaked and a new model for growth is emerging. Five areas play a key role in shaping this change — lessons from the businesses ...
Unilever Presses Digital Influencers to Drop Bots, Fake Followers
Several big advertisers have begun to use influencers more often. Procter & Gamble, the U.S., consumer products giant that competes directly with Unilever, has started to work with more of them. “We are getting others to speak on our behalf,” P&G Chief ...
Unilever takes stand against digital media's fake followers
Unilever Needs Influencer Advertising and Advertising Business Clean Its Act
Look out, Facebook and Google: Amazon is becoming an ...
While much has been said about Amazon.com Inc.'s aggressive bets on brick-and-mortar retail, health care and many other industries, the company has quietly ...
What you need to know in advertising today - Business Insider
Until a few months ago, Marni Walden was Verizon's EVP and president of global media. And during her long run at the telecom giant, Walden helped steer ...
Taking a stand against sexism and racism in the advertising industry
Taking a stand against sexism and racism in the advertising industry. After being confused for a prostitute at a networking event, magazine editor Sherry Collins says she is taking an advert out to stop it happening to other women. 5m ago. Share this ...
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