Do you wish to create awareness or generate a direct response? Direct mail is great for generating a direct response where magazines and newspapers, TV, radio and press editorials are much better at creating awareness and building credibility.
Helpful hints for creating an advertisement
- Think about your message. Use language customers understand - don't use technical company jargon.
- Focus on what you can do for the consumer.
- Convey complex issues to audience that is interesting, relevant, easy to digest quickly.
- Have the proper style to attract the proper client.
- Reflect the product you have to offer.
- Gain reader's attention and cause a reaction.
- Be informative - don't let a fancy design overshadow the message.
Give clear information - make sure contact information can be easily seen and read.
Repetition is important. Don't change the look of every ad. Keep your established design and use it in creative ways. If it is effective leave it alone. If not change it.
Make sure the main message is in a prominate location.
The biggest part of your ad should be the benefit statement. This entices the reader to read on. Offer a single, impressive benefit quickly and simply - make the best use of your space and maximize results.
Make your proposition different than your competition.
When sales are on the decline is when it is imperative to step up your advertising - businesses that claim they don't have money to spend, they are the ones who will stay in that quandary. Be smart and seek out the most profitable means. You will want to have your ad out there when the others have cut back on their advertising it is a great opportunity to take their share of the income. |
