Advertising.

How to make your advertising “Pull” better.

The key to increasing print –ad effectiveness. or any advert for that matter, is to feature an impressive benefit to the prospect.

That’s the major conclusion from the authors of a book analysing of tested ads.

Here are some findings about how to present better benefits to make ads pull better.

*Be specific when naming the benefit.

Example: “Sell $100 of merchandise each hour from just 2 square metres of space” sold 3.5 times better than an ad headlined “2 square metres of dynamic display”

*Focus on the Product.

Make it the hero. Tell what it will do for the consumer.

*Keeps ads simple.

So prospects can easily visualize the benefit. Ads with too many messages or stories create problems for readers.

*Avoid being cute or tricky.

When featuring the benefit make sure you don’t obscure it.

Caution: Don’t reject a catchy picture or phrase out of hand, just be sure that it gets the message across.

*Don’t be afraid to get personal.

Personalising the benefit in consumer ads by using the informal, conversational approach such as... “See what you can do with...”.

Just be sure that personal approach is correct for the product.

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