How can I make my ads more cost-effective and productive?

By: Dave Grooms

Your ads reflect your tone, your mannerisms and the type of company you are. You must view your ad as a means of creating a relationship with your prospect. It is important to say the right things in a way that reflects the character of your business.

First you must have a strong headline - something that will grab their attention. Within just a few seconds your prospect would have decided that your advert is just junk or it has an interest for them.

Again, this is all down to experimentation, work out what grabs more people and use it to your advantage. Even then, the main meat of your ad should be carefully worded to ensure that you don't ruin a successful headline. Do your best to downplay any unavoidable aspects of your offer - if you have a higher price than others, try to assure that the extra money guarantees superior quality, and so on. Do whatever you can to make the best of what you're offering your prospect.

Take a look at what you are offering and the profile of your audience. Try and make your offer unique to an individual. If you offer different price points depending on needs then list them. Too many companies frighten off their prospects by talking about the Luxury service or even the budget service. Match the right offering to each prospect and you will win the battle.

An astoundingly cheap and effective offer to make is through your guarantee - if you can double the trial time of your competitors, you reassure your prospects and minimise the risk they may feel they're taking. After all, most returns are made early on, by extending the trail time, you take no great risk on yourself, whilst giving yourself something to boast about. It's as close to a foolproof plan as you'll find in marketing, which is saying a lot, so there's no reason why you shouldn't exploit this as soon as possible.

When it comes to wording the advert, picture the person you are talking to. Who are they, where do they live, do they have a family, what is their income. If you understand the prospect you can craft the text to match their exact needs.

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Dave Grooms is a business growth expert. He is dedicated to providing Small Business Help. Visit our Business Growth web site for lots of FREE information on increasing your turnover and profit margin.
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