|
Article:
How You Can Create Advertising That SELLS! by: Thom Reece Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed. Sounds like a poor way to do business, doesn't it? I often ask clients (as tactfully as possible), why they have run a particular ad. I get a lot of blank stares. A few tense moments will pass while the client tries to think of a clever answer. 'To get the company name out in front of the public so I can get more business.' they reply, with some relief. This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That's it. What a terrible waste of money! Unless your company grosses a billion dollars a year, you can't afford to do institutional ads. If your company does gross over a billion dollars a year...you're probably too smart to run institutional ads. Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Remember, the customer is sitting back and asking, 'What can you do for me?' If you're careful to answer that question with a powerful offer and reasons to buy now, you're on your way to advertising success...which results in increased sales and profits. How can you improve your chances of increasing sales? Let's look at some profit-producing ideas... SEEK PROFESSIONAL HELP Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $'2
|
