By Lisa Banks
So, you’ve identified the publications that your target audience reads. Maybe you’ve purchased ad space and placed your ad with your logo.
But are people reading your ads? Check these four elements to make sure your ad is as effective as it could be.
1. Are you using the right message?
What is it that makes your company different? Dig deep. Find the point that hits your customer in the heart. Go beyond what you offer and look at it from your customer’s perspective. Ask some of your customers what they looked for when searching for services like yours. Their answers may surprise you.
2. Is your message clear?
Use a headline that clearly conveys the benefit you offer. Answer the question every prospect wants to know: What’s in it for me?
Remove clutter, so every element in the ad works toward getting the prospect to do what you want them to do. Any images in the ad should support the central message.
Be sure to carry your brand image consistently across all marketing communications, from employee clothing to signs, your website and print advertising. This can improve recognition of your company as an industry leader.
Specifics are more powerful than general statements. For example, don’t just say ‘excellent customer service’ – show why your customer service is great: “Professional service staff answer your questions and guide you through installation.”
3. Are you using a call to action?
What do you want people to do when they read your ad? Call you? Visit your website? Tell readers how to respond and you can bet it will increase your response rates. You can do this with a phrase as simple as ‘Call us today’. Or include a benefit: ‘Call for your free estimate’. Then make your phone number big and easy to find.
4. Are you keeping track of response?
How will you know if your ads are performing well? It’s easier than it sounds. But it requires dedication from employees who interact with customers. If your goal is to get people to call you, then whoever answers the phone needs to be committed to finding out how the caller heard of you.
Set up a spreadsheet and keep track of calls received from each source, e.g., ads in newspapers, directory listings, referrals, etc.
By keeping track, you’ll know where most of your leads are coming from. You’ll be able to concentrate your resources on the media that bring you more customers and explore how to make other advertisements more effective.
