February 2010
Signs
Your signs are the first ads your customers and prospects see as they approach your store. What do yours say about you? Do they communicate quality? Professionalism? Are the colors appealing? Are they easy to read from a distance? Are they inviting? Take a fresh look at your signage and make sure it reflects the quality your products and services offer.
January 2010
Say "Hello" Fast!
How long does it take your staff to acknowledge customers who walk through your doors? Some retailers make it a strict policy that their employees look every customer in the eye and give a hearty "Hello!" just seconds after they arrive. And why not? These are the people who help pay your bills. Busy with another customer? Excuse yourself for 2 seconds, smile, and say, "Hi! I'll be right with you!"
December 2009
Story Movers
A "story mover" is an old sales term that refers to a dramatic story a salesperson would tell his prospect to help influence them to buy. It's a powerful technique that works equally well in print advertising. Don't just say "Save 25%." Tell people the why you're having a sale (we're overstocked... to keep our staff busy on Monday, etc.). Give them a reason that makes sense and you've played the credibility card!
November 2009
Tell Them to Act
It's often not enough to simply present your product and price and hope people flock to you. Advertising is salesmanship in print. A good salesperson always asks for the sale... and so should your ads. Say, "Stop by"... "Call us"... "Buy now"... and other similar phrases. Remember, advertising is not just information... it's also psychology... persuasion... motivation... and influence. Don't assume that people know what to do... tell them!
October 2009
Words Sell
Lot's of "unused" space in your advertising might make your graphic designer happy, but don't expect it to boost your selling power. Words sell... and images assist those words. White space sells nothing. So tell the full story now!
September 2009
Compare
Don't be afraid to compare. Factual comparisons between your products and services and the other guys' is fair play. It helps consumers make smart choices. It's not necessary to name names. Simple statements of comparison get your point across.
August 2009
Don't Take Ad Surveys
Don't ask people what they think about your ad. Judge effectiveness by running it and seeing how the market responds. You don't care if people like your ad... only that it gets them to spend money!
July 2009
Advertise for Sales
Don't advertise for image only! Advertise for SALES. Make sure your ad grabs attention… interests… persuades… and motivates people to respond or buy.
June 2009
Support Your Claims
An ad for a business that simply says, “We Are the Best” without details to back that up, carries no weight… no credibility. Always add testimonials… years of experience… a solid guarantee… and exactly why you’re better, and your claims stand a chance.
May 2009
You Are Your Business
Showing your photo, name, title (Paul Smith, Owner) in your advertising says you're proud of your business and boosts your offers' credibility.
April 2009
Freebies work!
Not only does sampling and free gift promotions draw more business, but it’s also a proven public relations strategy to foster positive feelings and create a buzz that can mean more business. Freebies attract customers you might never otherwise see. Remember Denny’s recent promotion? CNN reported “Denny’s hits a grand slam with its free breakfast.”
March 2009
Mention the Competition?
If you offer advantages over your competitors, do your prospects a favor and tell them so! Don’t you think they’d want to know? Wouldn’t you? Of course! Effective advertising is more than simply telling people what you sell. It’s also telling them why to buy from you!
February 2009
Give the Details
There's a big difference between putting people to sleep and giving them the facts they need to make a buying decision. Example: If your auto service includes a 24-point safety inspection, explain the 24 points! If your reader is a prospect for that service, he or she wants to know!
January 2009
Don't Be Logical
Your prospects need only so much logic to justify the purchase, however the bulk of the buying decision occurs on the emotional level. Example: Every car owner knows that squealing brakes should be inspected and, perhaps, replaced without delay. But say that their squealing brakes might be just 1 red light away from complete mechanical failure and -- BOOM! -- you get their attention.
December 2008
The Fewer Ideas the Better
Limit your ad to one major idea and sell it fully. Discussing too many things in one ad confuses your readers and dilutes the power of the sell that you can put behind just one key idea.
Novemeber 2008
Show Your People
Advertising guru John Caples once said, "Of all types of pictures that you can use to attract attention, a head or face is best." Lifeless photos of your business are not only dull, they also suggest that you're not very popular. Add a crowd of happy, active customers... and viola! You now have a positive image with interest and appeal.
October 2008
How to Choose Media
An expensive ad distributed to your target market is cheaper than a cheap ad that goes to people who couldn't care less. Always compare demographics when selecting where to run your ad. Remember, the most expensive advertising is advertising that doesn't work!
September 2008
Support Your Claims
Always back up claims with evidence or specifics. "Lowest Price" or "Best Quality" are over-used, generic claims that mean nothing to today's consumer unless you back it up with supporting evidence, statistics, or specifics.
August 2008
Avoid Soft Sell
The goal of direct response advertising is to make sales. Ads that say only, "I'm in business" are no more effective than randomly handing out business cards.
Make a definite offer -- with a deadline — in every ad!
July 2008
Want more business? Ad Experts Advise: "NSMO!"
Your own customers can make you rich if you give them enough reasons to spend money with you. Don't just say, "Come again!"
and powerlessly watch them walk out the door! You must be proactive! You must get into their heads and tell them why they should come back. Experts say you should Never Stop Making Offers (NSMO)!
June 2008
Make it Personal
A great way to grab people's attention is to make your advertising as personal as possible. Put your face in your .ads, brochures,
and flyers. Write your headlines as if you're speaking to them. For example: WRONG WAY: "Pizzas made the Old World Way" —
RIGHT WAY: "I Make Pizza the Way My Mama Did in Italy!" It worked for Frank Perdue… it can work for you, too!
May 2008
Testimonials
Testimonials are one of the most influential parts of any advertising. Get feedback from customers and feature it in ads, flyers,
brochures, sales letters, and your website. Psychologists call it "Social Proof" — people want to know that others have successfully
gone first. So tell them… and reap the rewards!
April 2008
Tell the Whole Story
Keep your ads short and sweet, right? WRONG! Countless tests have proven the more you tell the more you sell. Very short copy usually
has little power to motivate people to act. Skillfully written L-O-N-G copy consistently out-pulls short copy… no matter what you sell.
March 2008
Tell Them Exactly What to Do!
Every ad you run… every flyer you print… every time you advertise in any way whatsoever… always state exactly what you want your
prospect to do. "Clip this coupon… call this number… place your order… make an appointment," etc. Give active, step-by-step instructions and lead them by the hand!
