| Over the years, print ads have helped launch some of the most successful products and services in the world. And there's no reason they can't work for you, too—if you observe a few hard-and-fast rules. That's the good news. The bad news is most print ads are poorly conceived and, as a result, get few responses. If an ad lacks the proper message, especially in the crowded marketplace of a newspaper or magazine, it becomes a costly lesson to business owners. Whether you are developing an ad yourself or having someone else craft it for you, it should follow the 10 fundamentals of a successful ad. Keep these points in mind when developing your next ad: - Bracke luxury hotelsSolicit the right audience. Successful ads identify a problem prospective clients have and then helps solve the problem. In order to solve their problems, the business must first determine customer demographics—things like age, sex, income, occupation, class, lifestyle, level of education, marital status, etc. Then you must find out what publications prospective clients are reading.
You also need to know:
 What your product does for your customer, the need it satisfies, the problem it solves.
What do your customers really care about when they buy your product? Cost? Value? Durability? Color? Style? What motivates your customers to buy. - Develop an effective headline. "Don't build your ad around a company name or company logo," said Edmund Lawler, author of "Copy Chasers on Creating Business-To-Business Advertising." "An ad must attract attention,” he said. “It must contain a truly arresting headline and visual element."
- Support the headline with a strong subhead. This is typically a sentence in boldface type that follows the headline and adds a little more information. It's an important element because even if people don't read the fine print, they're usually willing to scan headlines and subheads to get the gist of your message. Headlines and subheads can communicate the essence of your sales pitch while "teasing" the audience enough to read further.
- Benefits, benefits, benefits. A cardinal rule in advertising is this: Features instruct, benefits sell. As enamored as you may be with the uniqueness, service or other aspects of your business, the point of advertising is to tell customers how they will personally benefit from what you have to offer.
- Invite readers into the scene. The successful ads take the "you" point of view and tell readers how they will benefit from a particular product or service. Ads are more persuasive when the copy speaks directly to the reader. Advertisers should use reader-friendly words such as "you" and "we." "It's much easier to sell to someone when you speak like a friend, in a very personal tone,” Lawler said.
- Promise a reward. "Readers will take a chance on a product or service if they think they will see something of value in return," Lawler said. For example, use "Improve Productivity by 25%," instead of "Improve Productivity."
- Back up your ad with a promise. "If you can't back your ad up, it won't work," Lawler said. To back up products or services, some companies describe product designs, compare with competitors, utilize case studies, tell real-life success stories or rely on customer or celebrity testimonials.
- Use words that compel action. A common advertising mistake is failing to ask readers to do something. Ads should sell, not merely announce. Make sure your ad asks customers to call, come in ... do something.
- Make your ad easy to read. When developing an ad, always remember the KISS (Keep It Simple, Stupid) principle. Keep your sentences short. Short sentences are easier to read and less confusing. If you tend to write long sentences, break them up.
- Emphasize the service, not the source. "Create a case for your company as a lawyer would to a jury," Lawler said. "Tell them why they should buy before you tell them whom to buy from."
> See also Advertising |
