10 Ways To Improve Your Print Ads

Written by David Coyne


1) Include a coupon in your large ads. This can increase response from 25 to 100 percent. Your coupon could offerrepparttar prospect your brochure or catalog.

2) Use a benefit headline on your coupon that affirmsrepparttar 100782 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 onrepparttar 100783 prospect, not on your company. Tell your prospect how your product or service will solve their problems. Userepparttar 100784 words “you” and “your” frequently and “I” and “We” less.

6) With a smaller ad, you can askrepparttar 100785 prospect to tear outrepparttar 100786 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. Ifrepparttar 100787 publisher will allow it, userepparttar 100788 same typeface asrepparttar 100789 publicationrepparttar 100790 advertorial appears in. To see advertorial samples, visitrepparttar 100791 “Portfolio” section of my website http://www.dc-infobiz.com/

50% of Yellow Page Directory Users are Looking for Just OneThing

Written by Dr. Lynella Grant


50% of Yellow Page Directory Users are Looking for Just One Thing Dr. Lynella Grant

Directory Users Seek Information about Location First People who openrepparttar Yellow Pages already have a desire to buy. That sets it apart from all other advertising media. For a brief time,repparttar 100781 eager-to-buy directory user checksrepparttar 100782 competition, to see what each of them offers. They scan for solutions that satisfy their needs. Readers hope to find ads that leap out fromrepparttar 100783 rest, and will simplify their choice.

So they ignore any ad that doesn’t match what they’re looking for. Andrepparttar 100784 piece of information that fully half of them look for first isrepparttar 100785 location ofrepparttar 100786 business. Buyers want to know how easy it is for them to get there. Businesses that are too far away are eliminated. So their ads aren’t even read.

Convenience isrepparttar 100787 preliminary deciding factor. As readers scan throughrepparttar 100788 heading, they mentally delete: too far..., too far..., don’t know where that is (so no)....

After Sorting by Location, Then they Readrepparttar 100789 Ads The selected ads are then studied in more detail. Not until that point, doesrepparttar 100790 information inrepparttar 100791 ad actually get read or considered. Aside from location, when directory users are inrepparttar 100792 "information gathering phase," they’re looking for many different kinds of answers, like hours, payment methods, and brands offered (which differ according to heading). They’re being educated by what they read inrepparttar 100793 ads. They gain a clearer idea about their options and who provides it (you being just one).

Directory users don’t want to drag that step out. So it’s up to your ad to jump torepparttar 100794 front of their brain with a clear indication that you offer exactly what they’re looking for. Look-alike ads just make readers work harder to uncover what they want to find.

There’s no need to overcomplicaterepparttar 100795 matter. The test of a good Yellow Page ad is its ability to generate calls. You don’t have to be a graphic designer or a marketing whiz to prepare an effective ad. You just have to know your customers well enough to know how they think and what they want. You need to be able to signal to them that you’ve got what they’re looking for.

The Ad Sellsrepparttar 100796 Call or Next Step Some ads prompt directory readers to pick uprepparttar 100797 phone and call one or more ofrepparttar 100798 listed businesses. Callers often continue down their short (close) list until they can find enough of a reason to pick one.

Yellow Page industry studies showrepparttar 100799 average number of calls a user makes is 5.3. An advertiser doesn’t have to berepparttar 100800 first choice, as long as it’s amongrepparttar 100801 few chosen for a call or visit. At that point,repparttar 100802 business owner’s ability to field questions or "sell" is more influential thanrepparttar 100803 published directory information. Afterrepparttar 100804 potential buyer closesrepparttar 100805 directory, its work is done. They’ve move on - one step closer to a purchase.

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