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Saturday, January 17, 2009

Steer Clear Of Common Small Business Advertising Mistakes

In my work as a copywriter, I am often asked by clients how they can improve the return they get on their investments in marketing and advertising. I'd like to tell you about the mistakes which small businesses tend to make in their ads so that you can avoid making them yourself.

Layout Many small business ads look like a shopping list, this is the biggest mistake to avoid.I'm sure you've seen these ads; company name at the top rather than a compelling headline. Dry copy which doesn't manage to get your interest. There is nothing to induce you to do business with this company, even remember it. No call to action is given, just the company address and phone number. We all know these ads don't work. They just don't get people's attention. Readers want to know one thing: what's in it for me? Here’s a better layout for selling that works well in almost any situation:

You need a headline to lead in, it doesn't have to be all that clever, just clearly state the biggest benefit of your product or service to the consumer. The bottom right (known in the business as the "anchor point") should have a contact number and
coupon, if you are using coupons in your ad. Read More>>