The cost of everything is increasing – especially advertising. So it’s more important than ever to make your ads and commercials work as hard as possible to drive business to your door. Follow these tips to increase the return on your marketing investment.
1. Keep the message simple. Use your advertising and communication efforts to promote only one thing at a time. It’s tempting to cram as many messages as possible into one ad--but remember to be kind to your audience. The more complicated the message, the more likely your potential customer will tune you out.
2. Be sure your contact information is prominent. Your phone number and e-mail address needs to be large enough to be found on your print ad or direct mail piece. Make sure it's also large enough to read. For radio, repeat the information at least twice -- three times is even better.
3. Don’t make the customer work to get in touch with you. If you have a “vanity” telephone number like 1-800-DOGWASH, be sure to also include the corresponding numbers to call.
4. Target your message. It’s tempting to try to reach everyone with your advertising. But your ad, direct mail piece, radio commercial or postcard will be more meaningful and effective if it gives that customer specific information that interests him or her. That’s why toy commercials run in children's TV shows and furniture ads run in home improvement magazines.
5. Repeat your message several times. It takes several attempts before a prospect sees your message, and sometimes even more before he or she acts on it. So it's better to run three smaller newspaper or magazine ads consecutively instead of running one big ad one time. It’s also better to send three simple and cheaper direct mail postcards to the same list of names rather than one expensive direct mail package only one time to a larger list.
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