Example: “Homes Starting From The Low $300’s.”

 This saves sales staff time because inquiries will come from more qualified buyers. People who can’t afford it won’t call.

Ads Can Stop Buyers From Eliminating Themselves

 Examples: “Only $199 per month” or “Four Easy Payments of $39.95.”

 Your ad helps buyers to understand that your offer is affordable, and they don’t eliminate themselves as potential customers.

Print Ads Can Group Your Customers Geographically

 Examples: “Serving Arlington and Alexandria” or “Free Delivery in Arlington.”

This saves drive time for your people. It also tells buyers that you are close to home. People prefer local businesses.

Print Advertising Can Make You Look Professional

 Examples: For your prospects, your advertising is your business. The level of professionalism in your marketing materials indicates how professional your business is. And if you have better marketing materials than the competition, your prospects will assume that yours is the better company.  

 You might list memberships, associations, years in business, name brands, or awards in your ads to look more professional. And of course use professional colors, imagery, and design.

 People like to do business with professional organizations. Professionalism leads to trust and added value. Make sure your ads present you in the best light. Remember, your print ad is the first impression you make.

Ads Can Make Your Customer Feel Safe [or Not]

 Examples: “The Only Good Bolt Is A Deadbolt” or “Is Bad Breath Affecting Your Relationships?”

 Fear is the strongest motivator for buyers. Think about that. The number one motivational tool you have is fear. Your print advertisements might show people how to reduce their concerns and problems. It is very effective, and that is what Professional Advertising is all about. 

Print Advertisements Can Build A Perception Of Quality That Reduces Price Sensitivity

Examples: “Forty Years Of Craftsmanship" or “Our Award Winning Service…” or "Certified By..."

People will pay a premium for quality - if you can clearly and believably communicate the benefits that come from that quality. An indirect competitive comparison is often used to show higher quality products or services that justify a higher price.

Ads Can Reduce After-The-Sale Regrets And Returns

Examples: “100% Guaranteed” or “Free Technical Assistance”

 Your print advertisements continue to work even after your customer buys. Your confidence will reassure buyers that they have made the right decision. Following up with your customers after the sale will also reduce returns, increase customer satisfaction, and generate additional sales.

Ads Can Help Manage Inventory, Staffing, And Hours

 Examples: “All Jeans On Sale” or “Closed Mondays” or “5% Off Tuesdays”

Remember: When done right, print advertising lowers your cost of doing business. Maximizing inventory turnover and increasing efficiencies are two things advertising should do for you.

Ads Can Generate Suggestions For Improvement

 Examples: “We Listen To You” or “Fill out this comment card and take 10% off…”

Nothing will increase profitability like carefully listening to your customers. Ask for feedback in your marketing materials and in person. You will get suggestions, complaints, compliments, and testimonials. You will also get customers for life.

Print Ads Can Set Appropriate Customer Expectations

 Examples: “Over 100 Items On Our Seafood Buffet Bar” or “Half-Hour Free Consultation”

 The first example is an indirect competitive comparison. You are implying that ONLY YOU have over 100 items on your buffet bar. With the second example, you are setting expectations by telling the customer to expect to start paying for your services after the first ½ hour [while showing how fair you are by giving ½ hour free.]

Print Ads Can Give You The First Mover Advantage In The Market Or With Clients

 Examples: “Remarkable New” or “ Exclusively At….” or “A Whole New World Of…”

 Being first can give you a very strong competitive advantage. People love new things, and your print advertisements can tell them about it. Use “new” when you can.

Ads Can Brand Your Company, Or Associate Your Company With Nationally Branded Products

Examples: “Featuring John Deere Tractors” or “We Use Genuine GM Parts” or “Our Secret Recipe”

 National corporations spend millions of dollars branding their products. You can take advantage of your customer’s recognition and trust of these branded products. Associate yourself with the winners.

Print Ads Can Give Influential People The Words They Need To Influence The Buyers

 Examples: “Most Economical For Your Family” or “Highest Safety Rating ”

 Your print advertisements are directed at the buyers, and at the people who influence them. Why else would General Foods advertise cereal to children?

Print Ads Can Increase Customer Safety In Your Store

 Examples: “for child safety…” or “Working To Lower Prices”

 Any retail operation that has moving equipment or that stocks inventory during the day may use on-site or even published print advertising to instruct their customers to take care in their store. This increases safety, reduces insurance premiums, and decreases lawsuits.  

Print Ads Can Smooth Out Sales

Ads Can Help To Protect You From Legal Problems

 Examples: “All Work Conditionally Guaranteed” or “subject to terms and conditions.”

 It is vital that you carefully word your print ads to follow the letter of the law. By publishing your print advertisement, you are notifying the public of the terms of doing business with you. This can protect you from future legal problems.

Ads Can Prepare The Way For Your Salespeople

 Examples: “Our highly trained, professional staff will…” or “just ask our friendly, helpful…”

 The most expensive way to sell anything is face to face. Your print advertising can support your sales staff, and reduce their workload. Careful planning pays you back.

Ads can reduce the need for salespeople

 Examples: Content rich print advertising will educate the buyer so they need less sales staff time. Or stating “self-service” will set consumer expectations on the level of service to expect.

 Buyers will research and learn on their own if your give them the materials they need. This reduces your need for salespeople, and motivates the buyer.

Print ads can give intangible products tangibility

 Examples: “Solid As A Rock” or “High-Performance” or “Proven Techniques”

 People have confidence in what they can see and touch. The trust that your print advertising builds over time gives your services that feeling of tangibility.

Ads can give a before and after demonstration

 Examples: Before and after pictures of people, gardens, buildings, etc.

 Before and after pictures are worth more than 1000 words. Take advantage of the power of photography in your print advertising.

Ads can remove barriers to clear communication

 Examples: “Absolutely, 100% Guaranteed” or “We accept VISA” or “Call Toll-Free…”

 Any barrier to clear communications will negatively impact your business. Good print advertising allows you to talk one on one with your customers. It can clear up misconceptions or misunderstandings, and it can bring your message home.

Print ads can show new uses for your products

 Examples: “New Recipe For…” or “Our New Swiss Army Knife Also Will…”

 Print Advertising can give your clients new reasons to buy your products or services.

Print ads can increase usage rates for your products

 Examples: “Change your oil every 3,000 miles” or “Have you checked your _____ lately?”

 Print advertising can remind your clients that it’s time to repurchase your products.  

Print ads can [and should] introduce new products, prices, locations, etc.

Ads can make your company look bigger than it is

 Examples: Multiple phone lines, addresses, partners, e-mails, etc. will make you look bigger. Also run larger and more professional print advertisements than the competition.

 People trust larger, more established companies. And if you want corporate business or larger jobs, you need to have the biggest, best print ad around.

Ads can give common references to diverse clientele

 Examples: Wave the flag. Associate your location with a landmark. Associate yourself with a known entity. Talk about fear, love, sex, or greed.

 Depending on how diverse your target market is, print advertising can use words and images that have very wide associations.

Ads can create awareness and start your customer’s purchase planning

 Examples: “Send For Our FREE Booklet" or “Use this design chart to start your planning…”

 Print advertising cannot make someone buy something they don’t want or need. However, print advertising can get them to start thinking about something they do want.

Print Ads can set price, terms, options, and more

 Examples: “$99 down, $99 per month” or “No Payments Until…”

 When you put something in writing it is official. Set your terms in writing and no one will challenge you. They know what they are getting into before they even come in. And of course, easier terms make your products more affordable to more people.

Print Ads can show how great your company is

 Examples: “A portion of your purchase goes to…” or “Investing In Our Schools…”

 Business should support the community, and your print advertising should tell the whole world about it.

Ads can reduce customer loyalty to your competitors

 Examples: “Accept No Substitutes” or “Nobody Beats Our…” or “Unlike other…”

 The fact is that the competition is tough. A little seed of doubt in the customers mind can go a long way. Competitive comparisons are very powerful print advertising tools.

Ads can allow you to have a private conversation with your clients

 Examples: “The Secrets of…” or “Your home is…” or  “Did your hear what…”

 Advertising works because you can talk one to one with your clients - If you write carefully, and respect their time and needs. Also note that people tend to believe an overheard conversation, so let them listen in.

Ads can lead your clients through a decision making process

 Examples: “If A then B” or “Because of A you should do B.”

 Effective print advertising leads the buyer toward a decision or a response. Lead them carefully each step of the way, and tell them exactly what you want them to do.

Print Ads can build membership in a club

 Examples: Buy 10 get 1 free card, discount club cards, membership discounts, loyal customer specials, etc.

 Repeat Business = Success. Your existing customers already know and trust you. By acknowledging and thanking them, you will retain their business. Always advertise to them first, and consider starting a membership club.

Ads can compare products, services, or guarantees on your terms

 Examples: “Our #1 Selling Line” or “Best Value” or “Our Best Performing…”

 Print Advertising allows you to command the high ground. Everything should be stated to your advantage. YOU Are The Very Best.

 Example: Spokesperson  – the company president, a professional (like a doctor), a grandmother, a famous person, a cartoon character.

 People tend to believe an official spokesperson like the company president, a scientist, or a doctor.  People also tend to believe a famous spokesperson, unpaid endorsements, overheard conversations, and people who look and think like they do.  

 However, famous spokespeople, although recognizable and attention getting, do not always test highest for increasing sales. And people often pass by historical figures in print advertisements.

Ads can make customers laugh, cry, sing, or smile

 Examples: “I’d like to teach the world to sing…” or “My baloney has a first name…”

 OK, we have dated ourselves. But the fact is that print advertising can demand a strong emotional reaction from your customers. And it is emotions that impact on purchase decisions. People will make an emotional decision, and later they will look for the logical reasoning to justify their purchase. Print ads should go directly for the emotions.  

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