Excellent communication strategy! How can you be sure it will trigger a reaction? Sales, home visits, phone calls?
It's all about strategy and consistency. This article offers advice on press advertising. It offers a guide to creating effective advertising in the press, step by step.
From strategy to publication through the design, it gives you tips for your successful advertising media.
Of course, the following tips are applicable not only in print advertising, but in any other media as well.
Do you sell a specific product or service or do you advertise your company in the press as a whole?
Whatever the answer, it is necessary to begin to attach value and importance to what you sell. The goal is to make press advertising attractive to potential buyers. Consider for example that it is not because your product or service is the best that your print media advertising is attractive. This is not because you're the only one to do this or that, while it's neither quantifiable nor objective.
People are inundated with "We sell the best ice cream, the best advice, best cream pies...". This does not mean anything honestly, therefore, avoid such communications in your advertising media. Thus, I advise you not to be self-proclaimed such as "most famous, most professional, most used...". Because nobody will believe you.
However, if you say "The first business landscape in the region", "Best price of Sake", and that this statement may be objectively verified, your best interest is to disclose it. Indeed, the leadership in your area naturally attracts sales because people have more confidence in your product or service if many people do so.
It is a kind of "herd instinct" effect (no disrespect to customers).
If you can not prove a leadership position, then it is preferable that your advertising media sells what is actually cool with your product or service and not the product or service itself. For example: do not put in your print media "Reliable strategies for investment". Put rather "The investment performance of our clients is 15% per year".
Sell interest in your advertising, the benefits that people will get working with your company.
Ready? Now, let's get to the advertising concept.
Now that you know what you sell, you can formulate a concept of your advertising media.
Many experts say to watch what others do, then do something similar. Without being identical. I would say it is better to watch what others do, and to do radically differently. What I mean by this is that if your advertising is like all others, why people would pay attention to it?
The principle is to position itself at odds with others. This is not to advertise differently just to be different: the advertising must be meaningful to readers and potential buyers. Think about advertisements that have already caused a stir because they were different while emphasizing a good product or service.
Consider creating differing advertising concepts, making sure to stay in your target marketing.
Most people think they know how to create texts selling by themselves. They can not. The design-editing (or copywriting) is the business of professionals in writing and selling.
However, there is some reliable information in the creation of texts shared by press advertising.
The first is that readers do not read the content. They traverse diagonally. It is therefore necessary to draw attention briefly. Remember: do not talk about all the qualities of your company. Draw attention to the interest and profits to buy from you.
Second, be brief. Focus your writing on one and only one point! You've already decided what you sell in your print media. So please focus only on this point. If you're advertising a product, communicate its concrete interesting features for the buyer ... do not try to involve in the story all that makes your company. Otherwise, you lose efficiency.
Finally, your advertisement should contain what is called a "call to action". Tell your customers to buy your product or service, visit your website for a trial offer, call now for a free assessment on current situation of a prospective buyer, etc. ...
The hardest part is to attract people to contact you: therefore, be generous in creating an excellent reason to do so. Exclusive discount, trial offer, free balance sheet, special promotion etc...
The first thing to consider when assembling this is the "blank space". "Blank space" of advertising can be any color as long as this space does not distract the reader. Advertising media containing clutter becomes less effective.
If your text is hard-hitting, if you have an excellent call to action, then you have more white space, more people tend to read your press advertising. Make sure that all elements can marry with each other: title, images, text, call to action.
Finally, just in case you do not know, your logo need not be as big as a house. It must be large enough to inspire confidence and mark identity, but nothing more. The logo does not sell.
If the support is adequate, you should restart your advertisement several times.
Most entrepreneurs think that the phone will ring after a single publication.
It is very rare.
The frequency of your advertisement publication is the best way to get prospects to contact you. If you have published your press ads 3 or more times and you have not received any call, you certainly have a concern, either with the advertising itself or with the title (newspaper, mag etc...) you have chosen.
If your advertising works, regularly change certain elements so that it remains relevant and continues to generate interest.
The print media is a consistent message that is repeated regularly.
Consistency ensures that all parts are in working order to achieve the goal of advertising. The repetition of advertising is a factor of interest and visibility because people do not contact the first time.
Do what you can do by yourself, and feel free to take a professional for what you don't know how to do.
Good luck and good and attractive advertising!
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