1. Effective Advertisement
a) Keep it simple! Make your message so that the reader will quickly understand. Remember: Pictures are far valuable than words.
b) Answer these 7 Questions
- Who are you?
- What is your offer?
- Where are you located? or How can I contact you?
- Is there a limited time offer? Why should I act now?
- Why should I buy from you?
- How do I purchase this product/service?
- What do you want me to do?
c) 2-second rule
In print advertising, you have – on average – 2 seconds to tell the reader who youare, what you do/offer, and most importantly what you want them to do. If you do not accomplish this, the potential customer will move on.
d) The “Z” rule
The eye naturally follows the flow of your ad in the direction of the letter “Z” so…reader starts at top and reads left from right (catchy, effective heading), then moves diagonally to
bottom left corner (offer and pictures) and finally across bottom of ad to lower right corner
(contact information). Be sure message is laid out effectively to reflect letter “Z” rule.
2. Strong Call to Action
Meant to create urgency and prompt the reader to take an appropriate action using
words like “Call now”, Call us today”, “Save now”, “Limited time offer” and “discount”.
Tell the reader what to do in simple terms (so there is no guesswork involved on the reader’s
part) while creating a sense of urgency (so the reader feels they have to act now or before a
date specified by you in order to achieve the desired outcome).
3. Strong Offer
In order to get results, a deal or coupon has to offer something of value and have an effective
heading like “buy one, get one free” or “50% off”. Readers will not bother to use if offer isn’t appealing.
4. Talk to Your Target Market
Advertising vehicle needs to reach your market; reach the people who will potentially buy or use your products or services.
5. Reliable Distribution System
There are many distribution options available. Unfortunately, the majority of them do not
deliver on their promise, and your message ends up missing its intended target. Canada Post offers the most reliable distribution system in the marketplace today!
You must expose a potential consumer to your ad several times before he or she becomes
aware and starts to form an opinion about your product or service. This repetition creates a
sense of familiarity that in the long run can turn into credibility. The goal of repetition advertising is to make the advertised product or service the first thought a person has regarding a particular item (top of mind awareness).
Use coupons to track success. If using several advertising vehicles attach a unique code, URL
or phone number so you know where business is coming from.