All too often I have heard clients say “Advertising doesn’t work for us” after a single appearance of their ad - sometimes even after trying only one media.
There are a number of things you can do if you want to know for sure whether advertising works or not for you. The first of them is to give your ad a fair chance.
Follow these basic rules and enjoy learning what the best way is for you to advertise. If your advertising doesn’t work, it is probable that one of these rules has not been followed.
If you have followed these rules and your results are still disappointing, then please get in touch: email@example.com and we will be pleased to look into your case individually absolutely FREE.
Rules for making your print advertising work
c. Call to action
d. Ad size
f. Other creative changes – register at Advertsuccess.com and get a free copy of “8 Creative Techniques for Small Press Advertisements”, for more test examples.
In our experience, we have found that controlled circulation or free publications are those most likely to produce disappointing results. It stands to reason after all, if you get something for free, you are less likely to read it from front to back than one you pay good money for.
You should allow for this in your campaign consideration so that you don’t expect too much from a publication that cannot deliver. There will be other criteria too that will affect what sort of response you should expect – criteria such as the circulation volume, demographics, frequency. Take account of these criteria when planning an acceptable level of response.
For details on how to select your media analytically, see the 9-Step-Plan to Advertising Success.
Remember, however helpful they are, media sales people have completely different motives to you. Of course they want your ad to work. Then you’ll be more likely to advertise again. But just remember, they get paid the same whether you get one response or a hundred. You don’t. Always remain in control of your ad spend and don’t let them tempt you to deviate from your budget.
I hope you will find this useful in planning your ad campaign. If you follow the advice I have given here, I am confident that you will enjoy more success with your print advertising campaigns. If not, please email me at firstname.lastname@example.org and I will give you a FREE consultation.
Remember, for a fail-safe method to getting the best results guaranteed have a look at The 9-Step Plan to Advertising Success. Available at http://www.advertsuccess.com
This, and many other resources for maximizing response from print advertising, are available at http://www.advertsuccess.com
This article may be reprinted in full providing all links are kept in place and it is acknowledged to Advertsuccess.com.
Copywright Datsmart Ltd. 2005