Many newspaper salespeople are poor at conveying customer wants to the design department, and slow are retunring proofs. Advertise the benefits of your product or service, not the features. Ego is easy to sell to the advertisers, but it doesn't sell the customer. You don't read jumbled ads, they don't either. Can you remove at kleast 5 words? It will sell harder with less words.

Tell your prospective customer what they need to do to move the acquisition of this beneficial product or service you sell into their home or office. The more you stir the emotions, the more you cause movement toward your ideal customer response. They are the first thing potential customers will see. If you create exceptional first sentences, your potential customer will be more likely to continue reading the copy. If your headline has captured your potential customers attention, they will scan the sub-headlines.

Telling your customer that your fabulous new ALF-400 comes complete with AeroScan and BandControl technologies! doesn't actually tell them anything. The entire point of advertising is to motivate your customer to do something, so are you telling them what that is? End your pitch with a direct appeal. Excessive wordiness puts a burden on the reader that can be lethal for marketing. If you're not giving them orders, you can't expect them to start marching. Most people are reasonably intelligent and sincerely want to learn about the world around them.

You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms. Show testimonials from satisfied customers. Show what the customer is going to lose if he doesn't order now. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Offer secure ordering for on-line customers.

Wearout can also be a hazard, causing negative customer attitudes. Media planners must remember that not every rotation is seen by all customers. Not every customer will see every rotation. Aggressively communicating with your customers doesn't always lead to poor or deteriorating relationships. The most important variables in deciding the optimal frequency are an understanding of the customer, rotating different advertisements, and keeping the customer's attention.

Think about how you can combine customer synergies with free publicity and advertising in your business. Sometimes they are late and they frequently make mistakes. These reporters need to get the story straight the first time. Lots of people want their job and they continually have to prove themselves. Instead they use their job as a steppingstone to make it as the next Dan Rather or Connie Chung.

I know this is going to depress you, but customers don't care how long you've been in business, how big your business has become, how beautiful your new store is, etc. Close your eyes and try to visualize a typical customer. Give your readers a reason to do something. This could be the offer of something free such as a booklet or brochure, a free demonstration, a free sample, etc. But don't forget that you have to give your reader a reason to take that action.

Let's figure out what's known as the Lifetime Value of a Customer. If your average customer shops with you one time a month and makes you $50 of gross profit every time, that customer is now worth $600 a year--in profit. There is a company who was promoting seminars where they would attempt to sell a service that cost $8,000. And if you know that your average customer stays with you for 3 years, now that $50 a month client is worth a tidy $1800. Let me give you a real-life example to better illustrate ROI.

But when they get an opportunity to trial a product or service for FREE - there's something irresistible and risk free about it, isn't there. Now if you get a new customer, they may pay you $80 for their first treatment. And of course, where possible, make sure you collect a database? and measure your results. What could you offer for FREE? Write down a few ideas now? and start implementing this stuff. It could have an almost overnight effect on your sales.

Push advertising refers to all efforts to get the word out to an entire group of potential customers in order to hit the few that many be currently interested in your product or service. We have yet to receive a response (measured in customer orders) to justify the cost. Pull advertising is geared to draw visitors to your website when they are actively seeking your product or service. If you are fortunate enough to sell a product or service that falls into the 'need' or 'unique' category you may be able to take advantage of all of the push and pull media outlets available to your industry. You will save yourself a considerable amount of time and money if you first determine your product's (or service's) suitability for pull and push advertising.

The truth is, if you have a business that sells products or services you need to advertise all the time, not just when you have excess inventory or sales are down. If you're going to go through all the trouble and expense of putting together an ad campaign, make sure the message cuts through the clutter in a clever, creative way because that is what branding (getting people to remember your business) is all about. Time and time again I'll hear or see a campaign where it's obvious the media buy was well executed but the message is muddled or confusing or worse, boring. So how do you make advertising work? Remember that establishing a budget, determining who your target customers are, careful planning, consistency, and a clever message will put you on the road to success. Last but certainly not least is the importance of the message itself.

Testimonials should be specific and include the customer's real name for the most credibility. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with creative strategies that help your business excel. Respected authorities who say that your product or service is good make you look good. If you are caught in a lie, it can be difficult or impossible to reclaim the trust of your customers. Give a phone number or e-mail address where customers can contact you (or support staff) directly with questions.

It's a win-win relationship for you and the customer. The magnets will look and feel professional to your customers, and will have a better chance of getting placed in a prominent spot on the fridge or file cabinet. Many people like to have the contact information handy for common service providers without flipping through a bulky phone book. Your customers can stick your magnets to fridges, filing cabinets, vending machines, appliances, cars, lockers, and just about any other metal surface making the magnet a powerful advertising option. Inkjet printer ink cartridges aren't cheap either, so be sure to figure that into your costs as well.

Voice Broadcast systems can reduce customer service costs and enhance your organization or business by. You MUST STAY IN TOUCH with existing clients and reinforce customer loyalty for your products and services. Professional Scripting and Recording Services. It has been proven that keeping in touch with customers keeps them coming back. It has been proven to DOUBLE the effectiveness of your direct mail programs if you notify customers ahead of time to look for special offers they are about to receive in the mail.

Branding and Position concentrates on getting the company's name, or service or product continually at the forefront of its customer's minds. They want to retain their large market share by ensuring that the most recent ad a prospect remembers is for their service or product. If you know your ad makes more revenue than it costs to create, run and service you'd keep running it wouldn't you. This type of advertising seeks to inform the prospect as to how your product or service improves their life, rights a wrong or smoothes a problem. BAP advertising does exactly that to your customer.

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