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Well…
For one thing, that's a pretty big leap for your potential customers. Getting potential customers to buy without first developing a relationship with them is, again, asking an awful lot for one little print ad. You might be better off inviting potential customers to take one small step in
buying process. For instance, stopping in
store for a free gift, logging on to your Web site to enter a contest, putting their names on your mailing list, trying a demo version of your product, etc. Let them get to know you.
3. Keep your target market in mind. Your message should be focused on your customers' needs, not your own. Getting customers to buy your products and services is YOUR need. How your products or services solve your customers' problems is THEIR needs. See
difference?
That's why so many retail stores have sales. They’re effective because they're solving a need (saving customers money). But saving money is not
only need. There are many others.
You should also think about ways to add value without bargaining on price (this position can backfire). Contests, free gifts, free reports, free food -- stuff like that. Think outside
box. And use that value as a way to set yourself apart.
Creativity Exercises -- Learn by example
One of
best ways to learn how to craft successful print ads is to study what's out there.
Get out a newspaper or a magazine and open it. See where your eyes go. What ads attract your eyes? What ads drive them away?
Which ads have headlines that intrigue you? Graphics that capture your attention? Copy that encourages you to find out more? Why?
Now look at ads that do nothing for you. Why don't you like them? Are they too cluttered? Too difficult to understand? Have a headline that makes you yawn?
Sometimes you can learn as much, if not more, from bad examples as you can from good ones.
