Seriously Effective Print Advertising
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Grab the reader’s attention.
#1 thing people pay attention to is the face of another human being. Your
ad should feature a large photo of the face of an attractive, happy person
looking straight at your readers. That’s how you draw the eye of the
reader to your ad.
If you want to sell a product, then the hero of the ad IS THE PRODUCT. Use the best photography you can and focus on the product. You also want the face of the happy customer, but the focus must be on the product.
photos can double the attention your ad gets, and thus double your
Use media wisely.
media is unique. A great yellow page ad makes a terrible postcard. An
excellent newspaper ad will fail in the yellow pages. You must design your
advertising around your media.
there is more. If your ad runs too often, or not enough, or in the wrong
place, or at the wrong time, you waste money.
If your ad is bigger than needed, or smaller than required, or simply blends in with all of the other ads on the page, you waste money.
understanding and using your specific media wisely, you will cut your
costs and increase your customer response rate.
Target your customers.
advertisement must be personally significant to the reader if you expect a
ad that features a specific problem and a specific solution will get a
large response from people who have that specific problem. Your sharp aim
will get results. A general
advertisement that simply lists services is a bad idea.
People only read headlines.
do people decide what to read? They read the headlines.
do you get more people to read your ad? Write a great headline. Identify
your target audience, list benefits, give news, and promise helpful
information – IN YOUR HEADLINE.
great headline can double or triple the response rate to your advertising.
Offer something good.
The offer your ad
makes is incredibly important to the response you will get. No offer –
no response. Poor offer – poor response. Always make the strongest offer
you can: a discount coupon, a free consultation, a better service, a 100%
Use an appeal that works with words that sell.
Sex. Money. Fear.
Love. Free. Fast. Easy. Now.
Advertising can make
people laugh, cry, sing, scream, lust, get angry, get happy, long for days
gone by, or any other human emotion. It’s in the words that you use.
People will respond if your ads create an emotional response or desire.
Emotions are stronger than logic. The stronger the emotional response you
can get from your readers, the higher your response rate will be.
Make your ad easy to look at and easy to read.
Poor design will ruin the response rate to your advertising. Top designers understand how to use font, color, balance, contrast, space, and emphasis to hold attention and increase reader comprehension.
A good designer knows
how people read and gather information from the written page, and will
make your ad look balanced, organized, and easy to understand.
To the public, your advertising IS your business. You want to make sure your advertising is as professional and polished as the quality of your services. Poor quality advertising reflects badly on your company, and it can make people question the quality of your services.
Test & Test & Test.
Success in advertising comes from not repeating mistakes.
To know what is working, you must measure results. You want to code your coupons, and use exclusive phone numbers that will tell you where the calls are coming from. If you don’t track your ads, you will never know where to invest more resources to maximize response rates and minimize mistakes.
10. Follow The Rules.
has been studied and tested for over 100 years, and there is a great body
of knowledge about what works, and what doesn’t. There is simply no
reason to reinvent the wheel. At Professional Advertising, we have the
knowledge and the talent to double your customer response rate.
Contact us today at 800-573-5633.
A Note From Professional Advertising
Your phone is ringing and customers are at the door. Your sales are climbing and the competition is in retreat. Your advertising is…working.
Hi. I’m Edward O’Keeffe, President of Professional Advertising. My job – my responsibility - is to make sure your advertising really does work.
I understand how important your marketing and advertising is. It is EXPENSIVE, but your business, your payroll, your overhead and your profit depend on it.
So let’s get it right. Professional Advertising is not just some graphic design firm. We are experts in direct response advertising. Our job is to double or even triple the response you are getting from your advertising – and that’s exactly what we’re going to do.
We’re going to grab attention and get people to read your advertisement. We’re going to reach your prospects on an emotional level and make them trust you.
We understand how people read and collect information in each kind of media, and we know how to get them to take action. We know advertising, and we’re going to make your phone ring.
Plus you get a complete media strategy. You will know how much space to buy, and when, where and how to run your ad. You will save money, and you won’t have to rely on the advice of some salesperson trying to sell you a bigger ad.
And you will be able to track your ads and increase your return on investment. Successful advertising means your business prospers.
And… we work exclusively for you. We don’t represent any media company and we don’t take any commissions. You get completely unbiased advice.
Think about it: Professional Advertising is successful only if you are successful. We are going to do the very best work possible to make sure you succeed – and come back again.
Can Professional Advertising really DOUBLE the response rate to your advertising?
Absolutely. That’s what we do.
Thanks. We hope your business will benefit from the content of these pages. It's worth the time if you are spending money on advertising.