Ahwatukee Living’s Ask the Experts

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How to make your advertising better

Want to get more from your advertising dollar? Want to ensure your ads are bringing in customers? Want to set your business apart? Here are a few surefire ways to improve your business advertising…and improve your business.

• Start with a plan. Your advertising should be integrated with your overall business marketing efforts. Some business owners work with an annual plan, others with quarterly or monthly plans. Establish a plan that makes sense to you and your budget.
• Next, ask several of your best customers for feedback to improve your advertising. What messages resonate with them? What images capture their attention? What got them to pick up the phone…and what keeps them coming back? Their opinions matter – after all, you want more customers like them, right?
• Next, put a little of yourself into your ad planning. Look through publications with a critical eye to see which ads grab your attention. If radio or TV advertising is part of your plan, listen to and watch these spots critically as well. Which ads look, sound and feel like successful businesses you’d like to emulate?
• Ensure your advertising has a purpose – and be as clear as possible. Do you need to let customers know you’ve moved three doors down? Are you marking merchandise down 25 percent next weekend? Are you introducing a new product or service – maybe something your competitors don’t have in stock? Write and design your ad(s) accordingly. Don’t try to do too much with a single ad placement.
• Along with this tip, ensure your ad copy is written for your potential customers. Your headline has to grab their attention. Maybe pose a question: “Do you need a computer guru after 5 p.m.?” Maybe offer a benefit few could refuse: “We’ll shorten your work week.” Clearly written ad copy supports these grabbers. Emphasize what makes your product/service special and sets it apart.
• Double- and triple-check all your advertising placements for accuracy. Make sure you’ve made it easy for customers to find you and contact you with accurate phone numbers, addresses, directions, hours, logos, etc.

For more information, please contact Jill Van Dierendonck, JVM Communications, at vjill1@quest.net or call (480) 283-1143.

Posted on March 24, 2004