Archives for "Advertising"

If yours is a small business, chance are you’re writing your own ads. If so, bear in mind :

1. The purpose of every ad is to sell. So don’t be clever for the sake of cleverness; don’t be arty. What the ad is selling is your primary goal, and every word and picture must aid the goal.
2. As a small business, you must establish and maintain a credible image; don’t claim what you can’t substantiate, don’t exaggerate, and don’t make promises you can’t keep.
3. Tell your customer why he or she should visit your store, buy your product or use your service. Don’t be general (“We offer a great service”), be specific (“We park your car, carry your package, etc”). Your customer don’t care why you think your product or service is great, only how it will benefit them.
4. Your headline should quickly and simply tell your customer how he or she will benefit. Will it save time? Money? Work? make their spouses love them more?
5. Body copy must elaborate on benefit in simple, direct and concise language.
6. Tell them clearly what you want then to do-where and how to do it, when to do it, etc.

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Want maximum mileage from your radio commercials? Consider paying a premium to have your ads placed first in a string of ads. Drivers often switch stations soon after a string of commercials begins. They usually hear only about half of the radio ads in a string – and they are four times likely to hear the first ad than one that appears fourth or later.

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