 ASK
OUR EXPERTS...
I am planning to start print advertising this Spring. Can you offer
suggestions on how to create an effective ad?
By Illiki of Rising Women Magazine
First off, if you can afford it, I suggest you retain the expertise of a
design firm. Professional copywriting is the key to an effective ad.
Copywriters are skilled at determining which specific words deliver the most
impact for the message you are trying to share. Trust me, there really is a
science behind wording your ad effectively; it’s worth the investment.
Now if you are on a limited budget, I first want to say, “Good for you. At
least you recognize that you need an advertising budget.” So many new
businesses blow all their cash reserve on “product and pretty” and neglect
to set aside for what really makes their doors revolve...and that’s buying
some sort of advertising! Now back to the limited budget “thang”, following
are a few suggestions that will help you to at least gather some elements
you need to creating an ad that does your desired message justice (actually
putting the visual together is a whole other issue).
1) Really evaluate what your message is and build a strong,
straight-to-the-point tag line. So you are a health practitioner that has
certificates in umpteen different modalities; well so does everyone else.
What can you say within your ad that sets you apart? Which header gets your
attention: “I Offer Massage, Reiki, Pranic Healing, XYZ, ABC, LMNOP...”
verses “I Have the Tools You Need to Rid Stress from Your Life Forever!”
Speak to the needs and emotions of the reader, not on how great your are.
2) Concentrate more on the message than the contact information. First off,
if you want your logo bigger then your tag line, scrap the concept now.
Nobody buys “you” (unless of course you are a sought after super guru), they
buy what you can do for them. Tag line big, great logo small!
Secondly, skim down the contact particulars. There is no need to include
your landline, cell, fax, email, website, etc. Stick to one telephone number
and use either an email or website address. Ideally, if you have a website,
one of your intentions should be to motivate the reader to visit this online
brochure. Your website may just anchor the sale!
3) Give ‘em a reason to call. If you are desperate for new customers, offer
a great incentive - and be creative. Offering 10% off just doesn’t cut it
anymore. Offer something tangible that you can afford to give away, such as
a free gift with their first free consultation, or 2 for 1 on services if
you call within a certain time period. Make it delicious!
To have your marketing questions answered by our line-up of Experts,
email experts@risingwomen.com
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