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Do Your Ads Add to Your Bottom Line?
by Gary Watson
Published on this site: September 23rd, 2005 - See
more articles from this month
Creating ads that present your product or service to other
businesses is much the same as creating ads for consumers.
The difference, of course, is that you're selling to a tightly
defined niche market as opposed to a wide swath of the public. But the basics are the same because you're trying
to persuade another human being to take a closer look at what
you're selling. Here are ten tips to help you create an ad
that makes your audience stop, look, and take action.
- Define what you're selling before you sit down to make
an ad.
- Know who you're selling to keep that person in mind as
you write your ad.
- Come up with a clear statement of your product's or service's
benefit. Keep that in mind, too.
- Write as if you're one-on-one with the reader. Think
of ads you connected with. They spoke to you.
- Stay away from ego statements unless you're skilled enough
to be humble or humorous. "With a name like Smuckers,
it has to be good."
- Make sure there's a strong connection between your headline
and main visual. Picture a sleepy guy crawling out of bed,
and the words "Time to make the donuts."
- Choose your ad environment carefully. Your better mousetrap
may not be appreciated in Gourmet magazine.
- Study competitive ads and make sure that yours is different.
Work hard to make it stand out.
- Solicit comments. Track results. Change your approach
if there seems to be a problem.
- Above all, be sure your product or service lives up to
your claims. After all, satisfied customers and clients
create your best advertising.
Gary Watson writes ads that add to the bottom
line. To learn more, visit him at http://www.GWCopy.com
or call 508.651.9737
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