Advertising – For Small Businesses (Part 2)

admin, 05 May 2012, No comments
Categories: Small Business
Tags: , , , ,

How to do it

People skim through newspapers and magazines and they aren’t
necessarily looking for information on products or services
(unless they’re reading the classifieds) It’s therefore
absolutely vital that your advertisement grabs their
attention and encourages them to read more. Many ads are
designed merely to create awareness of a product or service,
however, small to medium size businesses need a result.

Use words that attract attention in your headline – The two
most powerful words in a headline are – YOU and FREE. Other
great headline words are – How to – New – The Secrets of –
Amazing – Breakthrough – Announcing – Discover – Protect –
Facts you – At last

Don’t worry too much about a photograph or a graphic – A
good headline is what you need to grab attention and
differentiate you from your competitors. There are several
ads in my local paper for plumbers. All but one has the name
of the plumbing business at the top of the ad – “Fred Smith
Plumbers.” One of the ads has “DYNAMIC PLUMBERS” at the top
of the ad. I had to read more to find out what made this
plumbing service “DYNAMIC.” To me – one plumber is much like
another; however, this one grabbed my interest.

Offer something free – A sample – an hour of your time –
information – a drink – a coffee – some food – a place for
children to play – a book – an audio or video tape. Offer
something that has a high perceived value for the customer
but a low cost for you. Remember – you want them to respond
to your ad, not your competitors.

Use simple language – Get to your point FAST – remember,
people will only spend a few seconds looking at your ad, so
don’t beat around the bush.

Offer benefits – Tell the customer how your product or
service benefits them or solves their problems. Don’t start
sentences with – “We do


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