Print Advertising, “What’s your statement?”

What kind of statement are you making, in your advertising? I came across this excellent article on advertising. I’ve only added a few of the tips on my blog, the rest can be read here.

Pre-Qualify Buyers
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 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 in your ads.

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 advertisement is the first impression you make.

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 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 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.

Ask for Help
It is recommended that you hire a professional designer to create your ads. It is also encouraged to ask a marketing professional about your print ads and issues related to your marketing and advertising program. It’s an inexpensive investment for something as important as the success of your marketing program.