Five Ways to Make Your Advertising Work Harder
15793
Business > Advertising
Nov 30, 1999
Five Ways to Make Your Advertising Work Harder
One of the sharpest minds in the direct response marketing business is fond of advising potential advertisers that creativity is not a positive virtue for an advertising copywriter. Whether it is a print, on-line or broadcast ad, the worst response experts say people should give is to think an ad was exceptionally creative. Instead, the person should respond by wanting to buy the product. Here are five ideas advertising writers may use to help make their ad copy more effective. 1. Proof. Let people know how good your product or service is by offering proof that it stacks up better than its competition, or that it has met or exceeded certain tests or specifications. When stating numbers, such as how much faster one medicine works when compared with another, round numbers are less effective. Therefore, try to use uneven numbers like 23.7% rather than round numbers like 25% and your message will be more believable. 2. Identification. Do not be afraid to let people know who you are, where you are located and what you think and feel. Rather than appearing to hide behind a post office box number, tell people that your office is located at 1234 Elm Street in the red brick Smith Building, which was constructed in 1916. This not only makes you seem more interesting, but also more believable and trustworthy. 3. Guarantee. People will always be more willing to buy from you if they trust you will refund their purchase price if they are not satisfied. Yes, you may have to incur some expenses paying for refunds, but your increased sales will more than make up the difference. 4. Accessibility. Similar to identification, it always is best to be easy to reach, so do not omit your contact information from your ads, especially ads in print and on-line messages. Whether it is your phone number, Internet URL, email address or all three, make sure they are correct and working properly before you publish the ad. For example, if you are publishing a toll-free number that only works from the USA, if you also include your regular telephone number with area code, potential customers from other countries may also buy from you. 5. One more thing. Every sales letter should have a PS following the signature. This part of the letter will most likely be read more closely than some other parts, so utilize it to reinforce your most important point, or offer an extra bonus to motivate the reader to act immediately. By making sure your advertising message has met the above five criteria, you will ensure the next ad you write will help make your cash register ring even more loudly.
Kevin Sinclair is the publisher and editor of besuccessfulnews.com, a site that provides information and articles on how to succeed in your own home or small business.
Write a Review
Add to My Favorite
Refer it to Friend
Report Article
Other links at Business > Advertising
One way to announce or promote a certain new product or special events is perhaps through using of vinyl banners. Large or small size of printing these vinyl banners are can be able to print and in many types of weather it can hold up extremely
Category:
In marketing or in any business, one needs to advertise to make the brand or company known. For people who want to make some money with the small enterprise one has, writing a solo ad will surely help out. Here are some basic rules one must
Category:
One of the sharpest minds in the direct response marketing business is fond of advising potential advertisers that creativity is not a positive virtue for an advertising copywriter.
Category:
This aritcle gives you five tactics to effective sales lead generation.
Category:
Good quality signage is a must for any successful business. Custom neon signs and electronic message boards are easily seen by your potential customers and will draw them into your business.
Category:
Site Sponsor
Directory Statistics
Articles: 68228
Categories: 501
Yahoo Entertainment
