October 2006

Power up your print ads--5 tips for driving readers to your site
Dear GetMoreCustomers Reader:

Your website is your living, breathing contact with your prospects and customers. Meaning--it's fluid, it's alive, it can change almost instantly to reflect your thoughts. It's the only place your visitors can have an interactive experience with your company. It's the only place you can have an ongoing detailed dialog with them--tell them what's going on (your corporate blog), make new offers, introduce new services, tell them about your people, your mission, your vendor relationships, and on and on.

And what's more, it's the most cost effective medium you have--do all of this at little or no additional cost beyond what you're already spending. Contrast this with the cost and effort for sales calls, trade shows, direct mail, and print advertising, each of which costs you--and often costs you big--every time you want to say something.

Now you don't have to throw the other channels out the window--they can be extremely valuable sources of exposure in themselves. And when it comes to print, the most important thing it can do for you is send readers to your website, where--if you're doing it right--you have lots more time and space to deliver your important messages.

So how do you do that with your print advertising? Arresting graphics and white space are important but, as always, copy is critical. It must capture readers' attention by demonstrating value in the shortest possible time. And nowadays, the most successful ads use copy and concept to drive readers to where they can find the answer, the solution, the deal--to a specific URL on your website!

Here are 5 tips for designing ads that will encourage readers to take that action:

1. Of course, the headline must be compelling and your copy must support the concept.


2. Don't put that all-important URL in the the bottom lefthand corner--that's the deadest space on the page.


3. Make your graphic elements point (even literally with, say, an arrow is not overdoing it) to the URL.


4. Use a strong call-to-action--even better add an incentive (an interactive survey, free tips, etc.)--and place them together in the spot with the greatest visual magnetism--the lower right corner.


5. For an even more powerful effect, take a page from the Microsoft marketing book and put the URL in the headline itself!

Next, of course, make sure the content at that URL is well written and delivers all the value--or more--that your print ad promises.

Sincerely,
Barbara

P.S. I appreciate your interest in my newsletter--if there's ever any topic you'd like me to address, please let me know.