Hey guys,
I sent this e-mail to an ad designer the other day asking for feedback on
the ad she was doing for me and some others. I thought people might
benefit from this as well:
___________________________________________________
Hey,
Couple of things I notice in the current ads that these guys
don't see "what's wrong" (and don't get me wrong - you know
I luff you!)
1. Headline - most important thing, should also be the biggest
thing. In one sentence you have to capture the readers attention
and keep it with the next sentence
2. Sub headline - this is where you would put the benefits, the
"why" you would do karate, since this is the second most important
thing is should be the second biggest as well - but it has to be laid out
in a way people will actually read it. I.e. bullets
3. Picture - in print advertising especially the picture is what draws
the eye away from the other ads. If you flip through one of these
publications and test yourself you'll see what I mean.
Try this: open the clip n save (or whatever coupon book you get at
your place), and circle the ad your eyes go to first. No thinking, no
faking, just circle automatically what you see first. Almost always
you'll see people first - and often ignore the other ads.
4. Offer - this is the clincher. Our 14.95 offer has always done well
but we have never really tested the offer against others. Once we did
a 19.95 - but it didn't seem to pull any more response than others.
5. Call to action - finally when you look at an ad you have to be literally
told what to do. On a website "click here" or an ad "call this number now"
many many many many many ads miss this very important thing
But there also has to be a reason behind it. I.E. expiration date
Ever hear Proactiv commercials on the radio? The "million bottle give away"
At the end they always say "Call now, because this offer only lasts until we
run out!"
The facebook "like" on a print ad is just plain stupid because people can't
click the piece of paper (how's that for blunt ;-) )
The website however is for the people who are interested but need more
information before calling. (this is a whole 'nother story that would take
an hour to explain the who, what, why categories of people and why they
do what they do.)
But ultimately remember this: the ONLY thing the ad needs to do is get
people to call the school. Not like us on facebook, not scan our QR code,
not find us in some business expo, only to CALL THE SCHOOL
... anyways, I think that's enough of my rambling for an hour... Hopefully
this helps - and again, I'd rather keep this on the down low but I guarantee
if you start using this stuff in your ads (for us and others) you will have a
real successful career as an advertiser and marketer.
Call me if you have questions - I'd be happy to explain any of it!
____________________________________________
Quick little e-mail but I think it covers a lot of basics in advertising people
really miss.
As far as QR codes and everything, I've recently heard a theory that people
should have NUMEROUS ways to contact you (facebook, website, phone number,
text in, e-mail, QR code, carrier pigeon) - I have not tested it yet myself, maybe
some day I will but I highly doubt that would produce more results.
My reasoning behind doubting better results is that more choices usually has
a history of less decisions made. Maybe times change - but once again I doubt
it.
Hope you got something out of this
I sent this e-mail to an ad designer the other day asking for feedback on
the ad she was doing for me and some others. I thought people might
benefit from this as well:
___________________________________________________
Hey,
Couple of things I notice in the current ads that these guys
don't see "what's wrong" (and don't get me wrong - you know
I luff you!)
1. Headline - most important thing, should also be the biggest
thing. In one sentence you have to capture the readers attention
and keep it with the next sentence
2. Sub headline - this is where you would put the benefits, the
"why" you would do karate, since this is the second most important
thing is should be the second biggest as well - but it has to be laid out
in a way people will actually read it. I.e. bullets
3. Picture - in print advertising especially the picture is what draws
the eye away from the other ads. If you flip through one of these
publications and test yourself you'll see what I mean.
Try this: open the clip n save (or whatever coupon book you get at
your place), and circle the ad your eyes go to first. No thinking, no
faking, just circle automatically what you see first. Almost always
you'll see people first - and often ignore the other ads.
4. Offer - this is the clincher. Our 14.95 offer has always done well
but we have never really tested the offer against others. Once we did
a 19.95 - but it didn't seem to pull any more response than others.
5. Call to action - finally when you look at an ad you have to be literally
told what to do. On a website "click here" or an ad "call this number now"
many many many many many ads miss this very important thing
But there also has to be a reason behind it. I.E. expiration date
Ever hear Proactiv commercials on the radio? The "million bottle give away"
At the end they always say "Call now, because this offer only lasts until we
run out!"
The facebook "like" on a print ad is just plain stupid because people can't
click the piece of paper (how's that for blunt ;-) )
The website however is for the people who are interested but need more
information before calling. (this is a whole 'nother story that would take
an hour to explain the who, what, why categories of people and why they
do what they do.)
But ultimately remember this: the ONLY thing the ad needs to do is get
people to call the school. Not like us on facebook, not scan our QR code,
not find us in some business expo, only to CALL THE SCHOOL
... anyways, I think that's enough of my rambling for an hour... Hopefully
this helps - and again, I'd rather keep this on the down low but I guarantee
if you start using this stuff in your ads (for us and others) you will have a
real successful career as an advertiser and marketer.
Call me if you have questions - I'd be happy to explain any of it!
____________________________________________
Quick little e-mail but I think it covers a lot of basics in advertising people
really miss.
As far as QR codes and everything, I've recently heard a theory that people
should have NUMEROUS ways to contact you (facebook, website, phone number,
text in, e-mail, QR code, carrier pigeon) - I have not tested it yet myself, maybe
some day I will but I highly doubt that would produce more results.
My reasoning behind doubting better results is that more choices usually has
a history of less decisions made. Maybe times change - but once again I doubt
it.
Hope you got something out of this
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