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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. October / 19 / 2019

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

Trump threatens to sue CNN for ‘falsely advertising as news organisation’ - South China Morning Post
Trump threatens to sue CNN for ‘falsely advertising as news organisation’  South China Morning Post

Advertising, brand management professional named Bellisario Professor - Penn State News
Advertising, brand management professional named Bellisario Professor  Penn State News

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Vendasta Receives Top Award for Advertising Intelligence - MarTech Series
Vendasta Receives Top Award for Advertising Intelligence  MarTech Series

Amid Private Dinners and False Advertising, Facebook Comes Under Fire - Undark Magazine
Amid Private Dinners and False Advertising, Facebook Comes Under Fire  Undark Magazine

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 5 DC
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 5 DC

San Francisco Proposition F: Campaign Advertising & Contributions - KALW
San Francisco Proposition F: Campaign Advertising & Contributions  KALW

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

AT&T's Xandr Acquires Clypd to Boost TV Advertising Business - Yahoo Finance
AT&T's Xandr Acquires Clypd to Boost TV Advertising Business  Yahoo Finance

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

Snap launches dynamic ads to draw more advertisers - Reuters
Snap launches dynamic ads to draw more advertisers  Reuters

No Truth in Washington Post Advertising - CNSNews.com
No Truth in Washington Post Advertising  CNSNews.com

The Best Global Brands 2019 Got There By... Advertising 10/18/2019 - MediaPost Communications
The Best Global Brands 2019 Got There By... Advertising 10/18/2019  MediaPost Communications

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

Advanced Advertising on Linear TV Coming Into Focus, FreeWheel's Dave Clark - BeetTV
Advanced Advertising on Linear TV Coming Into Focus, FreeWheel's Dave Clark  BeetTV

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

UofM signs $6 million contract with California advertising firm over local firms - Daily Helmsman
UofM signs $6 million contract with California advertising firm over local firms  Daily Helmsman

Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers - Yahoo Finance
Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers  Yahoo Finance

Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s - Glamour
Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s  Glamour

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

Ad Giant Wins Over Disney With Big Data Pitch - The New York Times
Ad Giant Wins Over Disney With Big Data Pitch  The New York Times

Clear Channel Airports debuts digital airport advertising network - Retail Customer Experience
Clear Channel Airports debuts digital airport advertising network  Retail Customer Experience

Advertising - The Ins and Outs of Amazon Advertising (And Why You Should Try It): Timothy Seward - MarketingProfs.com
Advertising - The Ins and Outs of Amazon Advertising (And Why You Should Try It): Timothy Seward  MarketingProfs.com

Juul agrees to restrict youth advertising - The Guardian
Juul agrees to restrict youth advertising  The Guardian

Microsoft Advertising's pitch deck for sponsored products ads - Business Insider
Microsoft Advertising's pitch deck for sponsored products ads  Business Insider

Bernie Sanders wants to ban advertising during presidential primary debates - Fox News
Bernie Sanders wants to ban advertising during presidential primary debates  Fox News

‘Crisis of trust’: Elizabeth Warren shines new light onto Facebook’s advertising business - Digiday
‘Crisis of trust’: Elizabeth Warren shines new light onto Facebook’s advertising business  Digiday

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

Q&A: How Podcast Advertising is Changing - EContent
Q&A: How Podcast Advertising is Changing  EContent

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

The power of PR in a post-advertising world - PRWeek
The power of PR in a post-advertising world  PRWeek

River Rouge sues Detroit over billboard and bus advertising - WXYZ
River Rouge sues Detroit over billboard and bus advertising  WXYZ

5 Advertising Week Takeaways To Keep On Your Radar For 2020 - Forbes
5 Advertising Week Takeaways To Keep On Your Radar For 2020  Forbes

IBM's Rangaiah on Moving Beyond Advertising to Customer Experiences - BeetTV
IBM's Rangaiah on Moving Beyond Advertising to Customer Experiences  BeetTV

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising - Yahoo Finance
Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising  Yahoo Finance

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Surge Entertainment Center by Drew Brees advertising for workers; No open date has been announced  The Advocate

ZAFUL launched the first out-of-home advertising campaign to target the Philippines Market - Yahoo Finance
ZAFUL launched the first out-of-home advertising campaign to target the Philippines Market  Yahoo Finance

We Need A Truth-In-Advertising Commission — For Voters - TPM
We Need A Truth-In-Advertising Commission — For Voters  TPM

Singapore bans advertising for high-sugar beverages - BeverageDaily.com
Singapore bans advertising for high-sugar beverages  BeverageDaily.com

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

Steve Perry, newsgroup advertising manager, to retire - Sequim Gazette
Steve Perry, newsgroup advertising manager, to retire  Sequim Gazette

Pueblo City Council approves marijuana advertising changes - KOAA.com Colorado Springs and Pueblo News
Pueblo City Council approves marijuana advertising changes  KOAA.com Colorado Springs and Pueblo News

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

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Massage Parlor Advertising a “Satisfying Experience” Busted For Prostitution  Spring Happenings

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Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing  WDRB

TM Advertising Closes Its Doors After 85 Years - Adweek
TM Advertising Closes Its Doors After 85 Years  Adweek

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

Advertising in the automotive industry: It’s a piece of cake - ITProPortal
Advertising in the automotive industry: It’s a piece of cake  ITProPortal

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

Snapchat Introduces a New Ad Unit for Ecommerce Advertisers - Search Engine Journal
Snapchat Introduces a New Ad Unit for Ecommerce Advertisers  Search Engine Journal

Advertising club reveals rebranding of Interfaith Human Services - - State College News
Advertising club reveals rebranding of Interfaith Human Services -  State College News

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Disrupt: Advertising Deer-Hit Repairs | 2019-10-17  FenderBender

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Oscar Mayer’s wieners are a triumph of American advertising  The Takeout

BPA Worldwide and Centro Launch Full Service Solution for Audience-Driven Advertising Programs - Benzinga
BPA Worldwide and Centro Launch Full Service Solution for Audience-Driven Advertising Programs  Benzinga

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Global Digital OOH Market 2019-2023 | Use of AI in OOH Advertising to Boost Growth | Technavio  Business Wire

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

Is Extended Reality The Future Of Digital Advertising? - Forbes
Is Extended Reality The Future Of Digital Advertising?  Forbes

'Stealth advertising' complaint against Federer dismissed - swissinfo.ch
'Stealth advertising' complaint against Federer dismissed  swissinfo.ch

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

Twitter misused security information for advertising purposes - CNET
Twitter misused security information for advertising purposes  CNET

Tech Mahindra, InMobi to collaborate on video advertising solutions for mobile devices - Economic Times
Tech Mahindra, InMobi to collaborate on video advertising solutions for mobile devices  Economic Times

Startups’ TV Advertising Soars in New Report - Wall Street Journal
Startups’ TV Advertising Soars in New Report  Wall Street Journal

TikTok says it doesn't allow political advertising - CNN
TikTok says it doesn't allow political advertising  CNN

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New way of advertising newer variety of apples  FreshPlaza.com

Facebook Ads in Search Results Rolling Out to More Advertisers - Search Engine Journal
Facebook Ads in Search Results Rolling Out to More Advertisers  Search Engine Journal

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How blockchain will impact digital signage advertising  Digital Signage Today

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New connected TV study debunks 3 common myths about political advertising  AdAge.com

LinkedIn Introduces Enhanced Targeting Tools for Advertisers - Search Engine Journal
LinkedIn Introduces Enhanced Targeting Tools for Advertisers  Search Engine Journal

Snapchat Must Hit More Angles with Advertisers - The Wall Street Journal
Snapchat Must Hit More Angles with Advertisers  The Wall Street Journal

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

OTT Advertising: Why The Industry Needs More Transparency - AdExchanger
OTT Advertising: Why The Industry Needs More Transparency  AdExchanger

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Cracking the code on podcast advertising for customer acquisition  TechCrunch

Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say. - The New York Times
Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say.  The New York Times

Disney Bars Netflix TV Ads in Battle for Streaming Supremacy - The New York Times
Disney Bars Netflix TV Ads in Battle for Streaming Supremacy  The New York Times

U.S. seeks advertising, sales data on e-cigarette companies - Reuters
U.S. seeks advertising, sales data on e-cigarette companies  Reuters

Retailer buys controversial Trump-themed billboard in Times Square - mySA
Retailer buys controversial Trump-themed billboard in Times Square  mySA

Andrew Glennon Calls out 'Teen Mom OG' Advertisers Amid Amber Portwood Domestic Violence Case - PopCulture.com
Andrew Glennon Calls out 'Teen Mom OG' Advertisers Amid Amber Portwood Domestic Violence Case  PopCulture.com

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Advertisers are pushing the limits of how they make money from agencies  Digiday

How the Ban on Medical Advertising Hurt Women Doctors - JSTOR Daily
How the Ban on Medical Advertising Hurt Women Doctors  JSTOR Daily

Advertisers on Why WhatsApp's Status Is a Good Testing Ground for Ads - eMarketer
Advertisers on Why WhatsApp's Status Is a Good Testing Ground for Ads  eMarketer

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

Adidas: We over-invested in digital advertising - Marketing Week
Adidas: We over-invested in digital advertising  Marketing Week

How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes
How Blockchain Is Affecting The Marketing And Advertising Industry  Forbes

RV advertisement pushes Valparaiso candidate; Portage Dem raises $146K, campaign reports show - Chicago Tribune
RV advertisement pushes Valparaiso candidate; Portage Dem raises $146K, campaign reports show  Chicago Tribune

Older People Are Ignored and Distorted in Ageist Marketing, Report Finds - The New York Times
Older People Are Ignored and Distorted in Ageist Marketing, Report Finds  The New York Times

WebPick Launches In-depth Study About the Evolution and Growth of Full Page Online Advertising - Business Wire
WebPick Launches In-depth Study About the Evolution and Growth of Full Page Online Advertising  Business Wire

You Will Be Shocked by This Article - The New York Times
You Will Be Shocked by This Article  The New York Times

Senator Warren Takes On Facebook's Political Advertising Policies - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Senator Warren Takes On Facebook's Political Advertising Policies - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

influencers can help get around advertising restrictions - Marijuana Business Daily
influencers can help get around advertising restrictions  Marijuana Business Daily

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