I visit many forums, and it saddens me as a direct response marketer to see so many comments that say:
Either “print advertising doesnt work” , or ” yellow pages is a waste of time” or “dont waste your time on flyers” It is true! Most advertising small business do does not work. But that is not because advertising doesnt work. It is because nobody teaches businesses how to do it, least of all advertising agencies and newspapers.
Most advertising looks like this.
SUPERSIZE LOGO NAME OF COMPANY
Boring features and more boring features
SUPERSIZE TELEPHONE NUMBER
And it fails! Why? First because it is all about the advertiser, it doesnt talk to the customer. Second, because it fails to say “whats in it for me” to read it. And finally, how does that boring ad set you apart from competition.
A successful ad must do this. - First GRAB ATTENTION - the whole thing is a waste if nobody looks at it (for example use a great headline) - FORCE THE READER TO READ TO THE END - which is all about engaging and exciting the reader - SHOW WHY YOU ARE DIFFERENT - and use a list of benefits to the customer - PROVE THE VALUE OF WHAT YOU OFFER - that is so big the price seems small - GET PEOPLE TO WANT TO RESPOND - by making an irresistible offer - THEN USE SCARCITY, TIME LIMITS - a reason to respond NOW
Imagine a set of yellow pages ads
Fred bloggs - garden maintenance Lawn cutting established 1975 call zzzzzzz for the lowest price
Joe green - lawn cutting family company since 2003 ring zzzzzz for a free estimate
(WHO CARES is all I can say!)
And then your ad that says: THE FIRST CUT IS FREE - TRY US FIRST and SEE WE ARE BEST
And three MORE compelling reasons, to get your lawn done by US - If we are ever late 15 minutes, we will do the work but not charge! - If you EVER arent totally satisfied when we leave, we give a 200% refund - We include weed and feed in our regular treatment No additions, extra charges, just a flat rate a week. Call XXXXXXX for a free report on eliminating MOSS and book in for your trial run!!!
So whoo are you going to ring first? And notice it isnt about price!
In addition you need to know the rules of advertising A Simple change that often makes 400% difference. How headline testing can make 100% difference
It isnt advertising that doesnt work: like everything else you need to know how! Flyers? Yellow pages? Direct response letters? You have to know the rules Contact me for a free audit of your advert!
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