- Maintain a continuous presence; book a series rather than one offs which are often a false economy. Results can often take a few insertions to generate enquiries.
- Sell don’t tell; use words and images that communicate why a reader should contact you not just what you do
- Keep your advert fresh: update it with a new picture, new offers, alternate hooks. New is only new for a few months!
- Include a call to action. Tell them what to do!
- Book an appropriate size for your product or service, competitors, and perceived cost of service.
- If money becomes tight, rather than drop out reduce the advert size to keep a presence. You can always upgrade later.
- Locals prefer local. Only include your address if you are local to the distribution area.
- Less is more: don’t try to squeeze in too much text. If the advert is not easy to read it will be overlooked.
- Be co-ordinated. Re-use elements of your advert on company vehicles, stationery, website, leaflets and brochures to increase impact of your advert.
- Ask for an email address of anyone who enquires and follow up periodically asking for the business. Decisions to buy can take months!