Many of the advertisers in the At Home in Victoria™ Newsletter ask me for tips on what to say in their ads. I below are several suggestions that not only apply to the newsletter, but any print advertising you use to market your event, organization or company. Call or email me with any questions about how to write an effective ad for a newsletter or newspaper.
Advertising – It’s important that you craft your message in a way that brings you a successful response. Focus your ad on your ideal client. Act as if you are speaking to him or her directly.
3 Sure-Fire Ways to Increase Your Marketing Response
Increasing your response to your marketing efforts is what it’s all about. Here are three ways to help you do that.
1. Use a headline
Don’t ever run a marketing piece without a headline. If you don’t use a headline your prospective customers won’t know that your message is for them. They won’t know why they should read your marketing piece.
A headline is your chance of grabbing your prospect’s attention and saying to him, ‘Stop! Take the time to read this because it is vitally important to you!’
If you want people to actually read your marketing pieces, always use a headline.
2. Tell them what you can do for them. People only want to know one thing — ‘What can you do for me?’
So make sure you tell them from the start.
Explain what your product or service can do for them and why they should buy it from you. Tell them why they will be better off buying your product or service. How does your product or service SOLVE a problem they have?
3. Use a clear Call to Action
Your Call to Action is where you tell your prospects exactly what they should do next.
Don’t ever assume that they will know what to do. If there is the slightest doubt in their minds, they will procrastinate, and procrastination is one of the biggest killers of sales.
If you want them to call you and place an order, then tell them to do that.
If you want them to click on or go to your web site link and place their order online, tell them.
Don’t ever leave doubt in your prospective customers’ minds about what to do next.
Use Magnets to Attract Your Best Prospects
If you simply offer your product or service like everyone else, your prospects won’t see any reason to choose your business over your competitors.
Here are a few ideas of magnetic offers:
- a special, limited-time discount offer to attract your best prospects
- a free sample of your product or service
- a free bonus or bonuses when they buy
- a free workshop or presentation
- a BOGO (Buy One Get One Free) offer, etc.
- an extended benefit, like a longer consultation appointment
There are thousands of magnetic offers that you can use to grow your business. What kind of magnetic offer can you use to break through to the next level?
Use Features AND Benefits to Increase Your Sales
A big mistake that marketing novices make is focusing on the features of their products or services, instead of on the benefits.
Features are what your product or service is or has. Benefits are what those Features will do for your customers. People buy benefits.
For instance the ‘features’ of a coffee cup might be:
Feature 1: Large size
Feature 2: Ergonomically designed handle
Feature 3: Can be used in a microwave
Feature 4: Thermal design
Feature 5: Personalized with your name
Feature 6: Large, stable base
Now, here’s what those Features mean to your customers.
Benefit 1: Large size means you have to fill up less often
Benefit 2: Ergonomically designed handle makes it comfortable for you to hold
Benefit 3: Can be used in a microwave means you can heat up your drink instantly
Benefit 4: Thermal design means your drinks will stay colder or hotter longer
Benefit 5: Personalized with your name means others won’t use your cup
Benefit 6: Large, stable base means no spills
People don’t buy 1/4 inch drills. They buy 1/4 inch holes.
They buy what your products and services can do for them. What problem does your product or service solve?
Don’t assume that your customers know what each feature of your product or service will do for them, spell those benefits out in simple terms that they can relate to.
Focusing on benefits is a powerful way to get the attention and interest of your very best prospects and customers.
To learn more about advertising in the At Home in Victoria™ Newsletter, click here.