Marketing Clinic Feature by Dee Blick of The Marketing Gym & award winning Chartered Marketer.
It was the advertising legend David Ogilvy who said, “When I write an advertisement, I don’t want you to tell me that you fi nd it creative. I want you to fi nd it so interesting that you buy the product.” If you’re advertising in a local publication like this your aim should be to increase sales. If you build an abundance of goodwill too that’s wonderful but don’t lose sight of the fact that sales and plenty of them are the lifeblood of your business.
I’ve spent many years in advertising and can tell you from experience that local publications provide a powerful, cost eff ective channel through which to engage a local audience. You can attract many new customers for a modest outlay.
If, despite
your very best eff orts, your advert fails to work there isn’t such a big dent in your budget to remind you.
Here’s what it takes to write a successful advert in a local publication.
•
Your headline has to stop the reader in their tracks before they turn the page.
example,
Can you promise a benefi t, for “Reduce your time spent on
administration by 75%” has more impact than “Outsource your administration”.
• What about the body of your advert? Focus on
underpinned with genuine testimonial from a delighted customer. one big promise
56
3-6 compelling benefi ts Is there
your advert can •
Why you should love local advertising communicate?
For example do you
off er an unbeatable price guarantee... an experience that’s out of this world.... free delivery... products and services that readers would be hard pushed to fi nd elsewhere?
•
Include your awards, accreditations and qualifi cations too - they reinforce your credibility and expertise.
to use images, make sure they’re good quality and caption them.
• Make a tempting special off er - limited to a number of readers, with a close date to encourage early responses.
• Don’t forget your contact details. If you
want readers visiting your website, give them a positive taster of what they’ll fi nd... download invaluable top tips... get your free voucher... discover what other local customers have said about our restaurant, and so on.
Edit your advert checking it for spelling mistakes and enlist the services of a professional designer. You want your advert to look good too. It’s not just about the words.
I’ll conclude with a few words from another advertising sage, Raymond Rubicam.
He
believed that impact was at the heart of a successful advert defi ning it thus... “Impact is that quality in an advertisement which strikes suddenly against the readers’ indiff erence and enlivens their mind to receive your sales message.”
To advertise in thewire t. 07720 429 613 e.
the.wire@btinternet.com If you’re going
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