Advertising Tips
A Call to Action is Key
No matter what you’re selling, you’ve got to have a call to action. Free trial. Hurry! Offer ends soon. Call today. Without a call to action, any ad campaign will fall flat.
Take a look at your call to action. With any advertising materials, it’s crucial that you get potential customers to act. Now!
Use the following techniques to create a call to action that will have your phones ringing off the hook and your profits reinventing your sales graphs:
-GIVE A DEADLINE FOR ORDERING
We’ve all received some sort of promotional material that has a deadline for ordering. The offer could end on that date.
Or you could use the deadline in conjunction with an upgrade or free gift. For example, order by the 15th and receive….
Also, try to make the cut off date in the same month as your materials will be received. That way, your potential customers know they only have a limited time to respond and they won’t fall victim to the “I’ll do it later” syndrome.
-ADVISE OF A PRICE INCREASE
People want to get in on a good deal. If your price is going up on a specific date, let your customers know. They’ll want to buy before your product’s price increases.
-ESTABLISH A TRIAL/INTRODUCTORY PERIOD
Trial periods are a great way to get new customers. Offer a special deal, extra service or a lower price during your trial/introductory period.
-FREE GIFT
Nothing attracts new customers like free gifts. As an added incentive for ordering, offer your free gift to the first 100 or 1000 people that respond.
-”NO RISK” TRIAL
People want to know there’s no risk involved if they’re not satisfied with the product/service. Let new customers know they can cancel for any reason before the trial period expires.
-”NOT AVAILABLE IN STORES”
Is your product exclusive to mail order? If your product’s not available in stores, be sure to tell your customers. They’ll know they can only order your product from you instead of visiting the local stores.
-OFFER AN UPGRADE
One simple line can boost your sales. “Order within 10 days and we’ll upgrade you to the deluxe model.”
-FREE SUPPLIES/ACCESSORIES
You’ve seen this technique used with computer sales. Buy a computer and receive a free printer. This works with a whole range of products. But be sure to include a date on your offer. This politely urges people to take advantage of your offer before time runs out.
No matter how you approach your own call to action, be sure to include action phrases:
Call Now. Toll Free. 24 Hours a Day. Mail this coupon today in the postage-paid envelope. Fax your response card.
-Be sure to avoid passive phrases like:
You know how to reach us. Call when you’re ready to order.
Give your customers the perks of responding immediately. They’ll grab their wallets. You’ll see an increase in profits.
Making Your Advertising Personal
Use the Rules, Seal the Deal
No matter what your advertising medium, drive your message home by making it personal. Because nobody wants to buy a product from someone who sounds stuffy and unfriendly.
Write in First Person
Let’s say you’re in real estate. You’re running a print ad for an exclusive neighborhood. Tell your customer the benefits of living there as if you’re having a one-on-one conversation.
For example, the body of your copy could read:
You won’t have to mow the lawn ever again! All of our properties are right on the beach. A breathtaking view without the hassles of yard work make Grand Island the place you’ll want to call home.
Use Contractions
As you’ve probably noticed, all advertising articles here on the About network contain a lot of contractions. How many I ams and you ares, plus we wills would you like to read over and over?
It’s all a part of making it personal. We’re just having a friendly conversation about advertising.
Limit Your Commas
It’s similar to the contractions rule. Commas everywhere really distract your eye. Your message gets lost because your reader is trying to make sense out of your sentence. Keep your sentences short enough that you don’t require a lot of commas.
And, But, Because
You probably learned back in elementary school that you can’t use And, But or Because to start a sentence. Your teachers lied to you. It’s perfectly all right to use them to begin a sentence. Ask your old teacher. She’ll probably confess. You were taught that because they didn’t want you to make incomplete sentences by using And, But or Because to start a sentence. And if she doesn’t confess - just remember - it’s advertising so anything goes!
Eliminate the Pressure
Just pretend you’re talking to a friend. One way to make it easier on yourself might be to just forget it.
That’s right. Forget that you’re writing an ad, your company needs this ad to be successful, etc. Throw out all the pressures and sit down with your computer or legal pad and pen. Now, write a letter to a friend. Tell your friend about your product. When you’re finished, you’ll have a lot of copy blocks you can extract and use in your ad. It’s a great mental trick that can help in a pinch.
EXAMPLE:
Convention & Tourism Bureau Brochure
You’re invited to experience the kind of city you’ve only dreamed about. Brooksville is the obvious choice whether you’re visiting or planning on relocating.
You’ll love the small town atmosphere while still having the luxuries of big city life. Brooksville is a thriving city that has something for everyone. But rather than simply reading about Brooksville, why don’t you come visit?
Make your first stop the Brooksville Visitor Center. You’ll immediately notice Brooksville’s unique style as the Center’s housed in a 1901 train depot. Detailed brochures, maps and audio cassette tours are available.
For more information contact the Visitor Center.
So why wait another day? Brooksville is Always Inviting.