Advertising - For Small Businesses (Part 2)

How to do it

People skim through newspapers and magazines and they aren't necessarily looking for information on products or services (unless they're reading the classifieds) It's therefore absolutely vital that your advertisement grabs their attention and encourages them to read more. Many ads are designed merely to create awareness of a product or service, however, small to medium size businesses need a result.

Use words that attract attention in your headline - The two most powerful words in a headline are - YOU and FREE. Other great headline words are - How to - New - The Secrets of - Amazing - Breakthrough - Announcing - Discover - Protect - Facts you - At last

Don't worry too much about a photograph or a graphic - A good headline is what you need to grab attention and differentiate you from your competitors. There are several ads in my local paper for plumbers. All but one has the name of the plumbing business at the top of the ad - "Fred Smith Plumbers." One of the ads has "DYNAMIC PLUMBERS" at the top of the ad. I had to read more to find out what made this plumbing service "DYNAMIC." To me - one plumber is much like another; however, this one grabbed my interest.

Offer something free - A sample - an hour of your time - information - a drink - a coffee - some food - a place for children to play - a book - an audio or video tape. Offer something that has a high perceived value for the customer but a low cost for you. Remember - you want them to respond to your ad, not your competitors.

Use simple language - Get to your point FAST - remember, people will only spend a few seconds looking at your ad, so don't beat around the bush.

Offer benefits - Tell the customer how your product or service benefits them or solves their problems. Don't start sentences with - "We do ??." start with - "You will ??."

No jargon - Watch out for abbreviations, jargon, buzz words and technical information. You might understand the language but does the customer?

Don't be boring - Don't use words like -"Quality service" (What does that mean?) - "Established in 1862" (Who cares) - "We provide an individual service" (Doesn't everybody?) Look at what some of your competitors say in their advertising and do something different.

Touch the emotions - Make your ad look and sound human, warm and friendly. Perhaps put a name in - "Call Jim now for a FREE quotation."

Use testimonials - Put in the names of people and businesses that you've worked with and what they said (with their permission of course)

Call for action - Your advertisement must prompt people to do something. You must ask them to phone you - come and see you - ask you to see them or place an order - NOW! Make it as easy as possible for them to do that - a free phone number - a freepost address - a simple tear-off coupon to complete - something free or any other incentive for them to take action NOW!

Discover how you can generate more business without having to cold call! Alan Fairweather is the author of "How to get More Sales without Selling" This book is packed with practical things that you can do to ? get customers to come to you . Click here now http://www.howtogetmoresales.com

---

Small Business Publicity -- Worth It?

You bet it's worth it. Publicity via news releases, along... Read More

Using Excel Payroll Sheet to Make Payroll System Easier

For the employees, payday is the brightest day; they finally... Read More

Pressure Washing at Golf Courses

There are many potential niches for pressure washing companies that... Read More

Can Your Business Run Without You?

What would happen if you decided to take an extended... Read More

To Buy A Fat Pig

What does buying a fat pig have to do with... Read More

A Small Business Consultant Can Help in Many Ways... But One Thing He Can?t Provide

A consultant must remember that the business belongs to the... Read More

Yeah, It IS Lonely At the Top

Sometimes when you run a business you feel as lonely... Read More

The Business Failed, But Did You?

Q: After years of dreaming about starting my own business,... Read More

Pressure Washing Heavy Equipment

One of the best ways to make money in the... Read More

Franchise Territories are Generally Delineated On a Map; Why?

If you own a mobile service or home based franchise... Read More

Five Break-through Ideas to Immediately Increase Profits and Improve Cash Flow

Too often in business we get trapped into reviewing our... Read More

Small Businesses With Work Trucks; A Warning

If you are a non-operator owner of many work trucks,... Read More

Small Business - Big Business...Whats the Diff?

Small Business, Big Business ? What's the Diff?Well a lot... Read More

Todays Chef, Tomorrows Restaurateur -- Startup Tips by Restaurant Consultants Inc

Researching information for a recent business plan, I came across... Read More

4 Areas Where Your Business is Losing Money

In my 18 years of consulting I have heard it... Read More

The Number of Pages in the UFOC in Franchising is Still Growing Today

Today required franchise disclosure documents are over 200 pages generally.... Read More

Pressure Washing Aircraft Hangers at the Airport

If you are looking for a way to own your... Read More

Increase Profits With a Small Investment of Time and No Money

The less a business pays for goods and services the... Read More

How to Compete with the Big Guns?!

Many small business startups fail within the first 2 years... Read More

Franchises Must Meet Legal Definition to be an Actual Franchise

All franchises must meet the legal definition of a franchise... Read More

Do You Need Accounting Software for Your Small Business?

If you're anything like me then you dislike with a... Read More

Aircraft Washing Business Tip - Interior Private Jet Cleaning

Aircraft Interiors of personal and corporate jets have hundreds of... Read More

Small Business Mistakes: Are You Making Enough of Them?

That's right ­ are you making enough mistakes in your... Read More

5 Tips for Hiring a GREAT Bookkeeper

Bookkeeping?the "dreaded" word is something we all have to worry... Read More

Building Your Business for Success in 2005

It's a strange anomaly.Most people who set out to start... Read More

Small Business - Would You Still Need An Accountant If You Didnt Need A Tax Return?

After over thirty years advising small business it still comes... Read More

How Most Business Owners Sabotage Their Success

Owning a business is a challenging endeavor. If you're like... Read More

Window Cleaning Business Case Study

How do window cleaning franchise businesses start? It is a... Read More

A Great Logo Is A Marketing Must-Have. But Is It Affordable For Small Business Owners?

And is having a logo really that important?My answer to... Read More

432 Page Franchise Report by the FTC

The Federal Trade Commission is upgrading the franchise law and... Read More

Going Public by Way of Regulation D (504) Offering

Under the Securities Act of 1933, any offer to sell... Read More

Credit Repair Business Opportunities - Huge Profit Potential!

In the world today, many people are further in debt... Read More

Increase the Wealth in Your Community

Many of us have noticed how some nearby communities seem... Read More