Text ads as cost-effective envoys

Written by Steve Hawker

Continued from page 1

Like attractive television pictures and radio jingles, attractive photographs and graphics require talent to produce. Business advertisers might take a photo, or draw a graphic, that’s capable of stopping potential customers in their tracks. An image that will complement any sales messages they have in mind. An image that is so technically proficient that it reflectsrepparttar high standards of their company. If they’re honest though, it’s unlikely. It takes years of training and practice to succeed as a photographer or artist. A few happy snaps of trucks or premises are unlikely to suffice.

Attractive adverts in magazines, on billboards and onrepparttar 135306 Internet also require significant skill to produce. Although, thankfully,repparttar 135307 budgets for time and money will be lower than for television or radio. In addition,repparttar 135308 security aspect will be less important, if only because fewer people are involved in design and production. The trade-off for lower cost is lower effectiveness (probably), compared to television and radio advertising.

Effectiveness is relative though. These ‘poorer’ advert delivery media are effective. They can be even more effective when they are integral elements in mixed media packages. Business advertisers should focus on overall ‘cost-effectiveness’ therefore, when selecting media and defining their systemic relationships.

Humble, black and white text ads (both online and off-line) offer a cost-effective means of advertising. They require fewer skills to produce than magazine, billboard or Internet alternatives. What’s more, informed business owners are often better placed to create text ads than external copywriters are, which resolvesrepparttar 135309 security issue. Text ads are cost-effective to create and distribute, in terms of money and time too.

Like other advertising media, text ads are seldom a complete solution in their own right. In a few cases, they are though. One such case is small businesses that trade locally; they may rely solely on text ads. In these circumstances, simple lines of well-written text can offer a highly cost-effective means of advertising, especially if various versions of adverts are alternated, and one version appears every week in local media.

In most cases, text ads should form an integral part of mixed media advertising campaigns, as described above. Each element in these campaigns should be designed to complementrepparttar 135310 others. Each element should be assigned specific functions to perform.

For example, many inexpensive text ads can be sown widely onrepparttar 135311 Internet, in newspapers, in newsagents’ windows, even on mobile telephones these days. Meanwhile fewer and more costly magazine, billboard, radio and television adverts can deliver complementary messages in richer ways. The whole campaign should compel potential customers to seek salvation and/or fulfilment by making contact with businesses and buying their products or services.

In conclusion, like all other advertising media, text ads can play a pivotal role in mixed media campaigns. In ways that complement richer alternatives, text ads can be ‘envoys’ that businesses despatch cost-effectively torepparttar 135312 Four Corners ofrepparttar 135313 known world, to tell potential customers how well they can salve their worries and meet their needs.

© Steve Hawker 2005. All rights reserved. Steve is a partner at http://www.ehawker.co.uk, the small ads search engine. E-mail him at: info@ehawker.co.uk

7 Easy Ways To Increase Sales

Written by David Bell

Continued from page 1
5. REMOVE THE OBSTACLE OF RISK Do you knowrepparttar major reason why people don't buy something they want or need? They don't want to takerepparttar 135171 chance of getting something different than they expect and maybe even losing money. You can eliminate this risk by guaranteeing satisfaction. If you sell products, offer a liberal money back guarantee. If you provide a service, offer to continue working without additional charge untilrepparttar 135172 promised result is achieved. 6. DIVERSIFY It's easier and less expensive to get more business from satisfied customers than to find new customers. Continually find or develop new products and services related to what you sell -- and offer them to your customers. Affiliate programs offer a quick and low-cost way for Internet based businesses to add new products and services to their inventory.


Continually test and evaluaterepparttar 135173 effectiveness of everything you use or do to promote business. Here's a highly effective 80/20 guideline you can use. Invest 80 percent of your advertising budget and effort in proven promotions and 20 percent in testing new variations. Most businesses using this system continue growing -- even in a highly competitive market.

Take a few minutes to evaluate how well you're implementing each of these seven marketing principles in your business. A small improvement in just one of them will boost your sales immediately. An improvement in several will generate a big increase in your total sales volume. I hope this helps in your future marketing decisions.

David Bell is Manager, Online Marketing, at http://www.wspromotion.com/ , a leading Search Engine Optimization services firm and Advertising Agency.

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