1) Include a coupon in your large ads. This can increase response from 25 to 100 percent. Your coupon could offer prospect your brochure or catalog.2) Use a benefit headline on your coupon that affirms 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 on prospect, not on your company. Tell your prospect how your product or service will solve their problems. Use words “you” and “your” frequently and “I” and “We” less.
6) With a smaller ad, you can ask prospect to tear out 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. If publisher will allow it, use same typeface as publication advertorial appears in. To see advertorial samples, visit “Portfolio” section of my website http://www.dc-infobiz.com/