So you've decided to run a print ad in your
local newspaper. The paper may have even told you they could produce
the artwork for you if you just tell them what should be in the ad.
Problem is, you're not sure what should be in the ad.
The first thing you need to do is answer the following question: What
is your objective for the ad? You need to know what result you expect
the ad to accomplish in order to determine what needs to go into the ad.
Once you determine your objective (e.g. I want them to visit my store;
I want them to call me for more information; I want them to take
advantage of my promotion) you can decide what needs to be in the ad to
successfully convince them to take this action. The problem I see with
most ads is they lack focus. There is too much information and too much
going on in the ad for the reader to be able to clearly understand the
primary message the advertiser is trying to impart.
Your goal should be to impart one SINGLE message. And that message
should support your objective. Keep your ad simple and to the point.
You can be creative, but make sure the reader clearly understands what
you are selling, what you want them to do, and several ways they can
take action (e.g. call, visit your store, visit your web site, email).
(C) 2005 Debbie LaChusa
20-year marketing veteran Debbie LaChusa created The 10stepmarketing
System to help small business owners and solo-preneurs successfully
market their business, themselves without spending a fortune on
marketing. To learn more about this simple, step-by-step program and to
sign up for her FREE audio class and FREE weekly ezine featuring how-to
articles, tips and advice, visit www.10stepmarketing.com
