Are You Wasting Valuable Real Estate?

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I simply don’t understand what kind of ‘expert’ some companies hire to write their ads for them!

Whatever vehicle you’re using to market your product or service … make it SELL something.

In today’s “attention-deficit” world, where people are bombarded with marketing messages, yours better grab their attention FAST …

 and keep it until they ‘do’ what you ask them to do. 

“It’s just a branding ad,” some may say.  Well, unless you’re Microsoft, Coke, Pepsi or Nike, you can’t afford to only brand.

Brand if you want … just sell something, too.

I just read an ad that didn’t even tell me who they were, until the very end. 

OMG, that defies even the most elementary rule of ANY kind of advertising.

Just yesterday, I read one of the worst ads I’ve seen in a long time, and it was in a venue for direct marketing, which made it all the more abominable.

I mean, if it was in a consumer publication, or Forbes or Newsweek, maybe …

But, this was a company in the direct marketing arena and was advertising in a DM publication.  B2B, yet!

Unforgivable.

There wasn’t even a gripping headline to capture the reader’s attention!  So, why should anyone read it?  Answer, they wouldn’t.

The only reason I read it was to see just how bad it was.

So, I thought I’d jot down a few things that a print ad should include, no matter where it appears.

 Make your Print Ads Work Hard …Make em Sell.

Five Critical Elements to Include in Your Print Ads:

     1.  Capture readers’ attention with a gripping headline.

     2.  Followed by a lead (opening paragraph) that expands on the headline and ensures further     reading.

     3.  Build trust, by telling them enough about who you are.

     4.  Show the benefits to the reader.

     5.  Give them a reason to call, go online, or write for more information or better yet … to ‘invest’     in your product/service.  (To buy is just a purchase.  To invest is to get great benefit for them.)

     6.  Always, always give them ALL of your contact information.

In conclusion, don’t waste valuable real estate, when you can make every, single marketing dollar pay off. 

 Be clear.  Be interesting.  Give them a reason to DO something that will get them closer to investing in your product or service.

http://www.kickasscopywriter.com