Testimonials are one of the most influential parts of any advertising. Get feedback from customers and feature it in ads, flyers, brochures, sales letters, and your website. Psychologists call it "Social Proof" -- people want to know that others have successfully gone first. So tell them... and reap the rewards! … [Read more...]

Don’t Be Logical

Your prospects need only so much logic to justify the purchase, however the bulk of the buying decision occurs on the emotional level. Example: Every car owner knows that squealing brakes should be inspected and, perhaps, replaced without delay. But say that their squealing brakes might be just 1 red light away from complete mechanical failure and -- BOOM! -- you get their attention. … [Read more...]

Story Movers

A "story mover" is an old sales term that refers to a dramatic story a salesperson would tell his prospect to help influence them to buy. It's a powerful technique that works equally well in print advertising. Don't just say "Save 25%." Tell people the why you're having a sale (we're overstocked... to keep our staff busy on Monday, etc.). Give them a reason that makes sense and you've played the credibility card! … [Read more...]

Support Your Claims

Always back up claims with evidence or specifics. "Lowest Price" or "Best Quality" are over-used, generic claims that mean nothing to today's consumer unless you back it up with supporting evidence, statistics, or specifics. An ad for a business that simply says, "We Are the Best" without details to back that up, carries no weight... no credibility. Always add testimonials... years of experience... a solid guarantee... and exactly why you're better, and your claims stand a chance. … [Read more...]

Give the Details

There's a big difference between putting people to sleep and giving them the facts they need to make a buying decision. Example: If your auto service includes a 24-point safety inspection, explain the 24 points! If your reader is a prospect for that service, he or she wants to know! … [Read more...]

Words Sell

Lots of "unused" space in your advertising might make your graphic designer happy, but don't expect it to boost your selling power. Words sell... and images assist those words. White space sells nothing. So tell the full story now! … [Read more...]

Tell the Whole Story

Keep your ads short and sweet, right? WRONG! Countless tests have proven the more you tell the more you sell. Very short copy usually has little power to motivate people to act. Skillfully written L-O-N-G copy consistently out-pulls short copy... no matter what you sell. … [Read more...]

Avoid Soft Sell

It's often not enough to simply present your product and price and hope people flock to you. Advertising is salesmanship in print. A good salesperson always asks for the sale... and so should your ads. Say, "Stop by"... "Call us"... "Buy now"... and other similar phrases. Remember, advertising is not just information... it's also psychology... persuasion... motivation... and influence. Don't assume that people know what to do... tell them! … [Read more...]

Freebies work!

Not only does sampling and free gift promotions draw more business, but it's also a proven public relations strategy to foster positive feelings and create a buzz that can mean more business. Freebies attract customers you might never otherwise see. Remember Denny's recent promotion? CNN reported "Denny's hits a grand slam with its free breakfast." … [Read more...]

The Fewer Ideas the Better

Limit your ad to one major idea and sell it fully. Discussing too many things in one ad confuses your readers and dilutes the power of the sell that you can put behind just one key idea. … [Read more...]