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How to Write An
Effective Ad
6 Tips to
Generating Better Ad Response
by
Janice Hughes, Share Guide Copublisher
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Have
you run ads before and been disappointed with the results? Instead of
immediately assuming that the ad medium is the problem, consider that
your ad copy may be the culprit. In my 18 years of experience with
advertising, I’ve come across a few common mistakes I’d like to share
with you. Please don’t take offense--many people are guilty of doing
these things, and the sooner you let go of your attachments and get
yourself out of the way, the more successful your ads will be for you.
1) Don’t use jargon and/or esoteric terms that your potential new
client or customer will not understand. You may be familiar with it,
but if they are not then your ad will not work.
2) Don’t go on about your education or credentials. Instead, focus on
how your service or product can benefit people. They want to know
“What’s in it for me,” and that’s what you need to tell them in order
to get them to respond.
3) Don’t use your name as your title line. Unless you are famous, this
will not mean anything to people. The title line of your ad can account
for as much as 75% of its effectiveness, so you want to craft it
wisely. Use it to get people’s attention. State clearly what you are
offering, and save your name and/or your company name for later on in
the ad copy.
4) Give them a reason to act now. Offer an initial discount, a free
phone consultation, or a free sample and put an expiration date on it.
Dated offers outsell general offers every time.
5) Answer your phone! If all people ever get is a message machine, you
are losing half your potential new business. Don’t assume everyone will
leave a message, because they won’t.
6) Track your responses carefully. If you are only listing a website in
your ad, be sure you have a way to specifically track where your
traffic is coming from. If people are calling in, make sure whoever
answers the phone asks everyone where they heard of your business. If
you do not take this important step, you have no sure way of knowing if
your ads are working for you.
Janice
Hughes and her partner Dennis Hughes publish The Share Guide, a
holistic health magazine & resource directory for Northern
California, and shareguide.com
a resource on holistic health for the online community.
Dennis
and Janice are experts on marketing--after having published the
magazine for 18 years, they have the tools to help you get the word out
about your holistic health business.
To
learn more about advertising in The Share Guide: click here
©
2007 by Janice Hughes, all
rights reserved
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