How to Write Ads that Increase Your Business

I caught myself wracking my brain over what kind of article I should write for newspapers that would be useful to business people. It struck me that I was making a solid effort to get into the mind of my target market. It also struck me that this is the biggest mistake most business owners make when designing their own ads. They start listing off their services and are ready to stick their logo front and center before even putting a thought to what their customers really care about.

The first step in creating any advertising, be it a direct mail piece or an email, always has to be to think about what your customer wants. What do they desire? What do they need? Can you solve a problem for them? People all want to know, "what's in it for me?"

This isn't a new concept and I'm sure you've heard it before, but when I look at newspaper ads and listen to the radio, it's evident that few heed this priceless advice. My guess is, it's because it's difficult to do. Difficult, but not impossible. So before you go ahead and spend another grand on your next pamphlet or print ad, use these tips on how to write great advertising.

Eye Catching Headlines Headlines are found in an opening sentence of a sales letter, the subject line in an email, the title of your web pages and in your ads. Since the headline gets one or two seconds, now is your only chance to grab some attention. Grab 'em, and grab 'em good. Headlines have the following characteristics.

- arouse curiosity.

- promise answers to a questions or solutions to a problem.

- show benefits to your potential customer.

- promise to reveal a secret or information that's hard to find.

- create emotional appeal.

- they have to force you to stop what you're doing and read on.

Common headline tricks:

How To, as in - How to Beat your Competitor Every time. Ask a question - Are You Looking for a Computer At Half the Cost?

Wlsh lt was flrmer? Make a Promise - We can help you make your creditors go away. Make a Bold Statement - Attention Worn out Moms!

The easiest headline tricks are the How To's and the Questions. No matter what will work best for you, you have to know who your customer is in order for it to work.

The Rest of your Ad

Make Promise - Most of the time your promise is in your headline. The next portion of your ad has to be to explain what you mean. If you asked them if they're looking for a computer at half the price, you have to tell them how you can do it.

Prove it - You've made the promise, now prove to them why you're the one to fulfill it. Tell them why they should trust you. If you told the you can make their creditors go away, tell them how. Provide testimonials or case studies. Maybe you've got before and after shots. Give them a money back guarantee. Prove to them that they can trust you.

Ask for Action - Spell it out for them. Tell them exactly what you want them to do. Remember, your advertising doesn't do the selling for you. You and your staff do the selling. If you want them to call and make an appointment, tell them that's what you want them to do. If you want them to buy your widgets online, tell them to visit your site. Ads that don't request action don't bring you more customers.

You now have two choices. Continue to advertise as you do, retaining little to no response, or, you can employ these proven advertising methods and begin to see your advertising as an investment, rather than an expense. No matter what you do, you have to think about who your ideal customer is first. If you put them first, they'll appreciate it.

Linda Laforge-Koebel is an advertising professional dedicated to the business success of her clients. To find more resources or to sign up for the Business Booster newsletter visit her at: http://www.CreativeEngineer.com or contact her by email at: [email protected]

In The News:

Time to smell the change in advertising  The New Indian Express
Advertise with us  Mental Health Today

Does Post Card Advertising Really Work?

You've decided to try advertising your business with post cards.... Read More

Online vs. Offline Advertising

Let's face it. Email marketing and publishing have became very... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

Get Free Radio Advertisement

Here's a neat trick to get lots of radio advertisement... Read More

16 Ways to Make Your Business Cards Unforgettable

Every time you hear someone say "May I have one... Read More

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

The $500.00 A Month Plan

One way to make extra money or start a... Read More

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products... Read More

What?s the Score?

You may be aware that in a basketball game the... Read More

Mortgage Marketing - Broadcast Advertising vs Direct Advertising

Do you know how to design and deploy a marketing... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

Dont Be a Secret Agent

This tactic of the game was hard for me to... Read More

Raising Funds For Your Nonprofit Using An Annual Direct Mail Program

A good annual direct mail solicitation program can produce unrestrictive... Read More

How You Measure Yourself Is How You Motivate Yourself

One of the keys to strong positive mental attitude is... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

Why Not Use the Humble Fax in Your Advertising Strategy?

When my daughter complained recently about the prohibitive cost of... Read More

Reach vs. Frequency: Touch 100 Once or 25 Four Times?

Reach and frequency are terms generally used when planning advertising... Read More

Trade Writing - For Cash!

Often considered as "plain Jane's" of the print world, trade... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

Marketing Advertising, While Advertising Your Market!

Today in the Business world whether online or off, it... Read More

Advertising Inserts

One of the best and easiest ways to advertise without... Read More

Imprinted Promotional Items ? Their Many Marketing Applications

There are many uses for promotional items. This means that... Read More

How Much Money Do I Need to Spend on Advertising?

Q: I've never really done much advertising for my business;... Read More

The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many... Read More

Get Better Results from Your Advertising with a Disruptor

When you spend money on an advertisement you want to... Read More