Ads are expensive. They are even more expensive if they don’t produce sales leads and individuals knocking at your door to buy your products. Unfortunately, everybody in business is persuaded that they can write a good advert but they don’t learn how to do it properly first of all. Sometimes they hire an image designer who produces a very quite advertisement that doesn’t sell anything because they have been taught the elements of style and not the use of the right words. The very important to remember that the words sell as well as the selection of words is vital.
For some reason folks who place advertisements in the Yellow Pages have got fallen in love with their logo plus their business name. They waste a lot of money. A business name doesn’t necessarily market anything unless it’s instantly familiar such as McDonald’s or IBM. Visit the Yellow Pages and have a look at some of the errors that people make in advertising.
Earning the advertisement hard to read by publishing it all in capitals. Or these people reverse print it (white on black) which is almost impossible to read. You will see excessive underlining which is yet another barrier to reading. Instead of using dark on white which is the easiest to see, they end up with unsuitable combinations of colors such as black on dark green or red on black.
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They will devote 30% of the advert space towards the name and logo of their business leaving no room for an offer that can’t be resisted. Their advertisement is either a menu of products or services or it is so jumbled and unclear that it is impossible to work out what they are advertising.
The headline may be a cute one that fails to convey their offer but may have made them grin when they wrote it. Another grave mistake is that they either have no headline or a very weak one.
The greatest mistake of all is so common. There are no benefits included in the body from the advert, no compelling reasons to get on the phone and call them right now. Without a “call to action” the reader will do nothing.
The advertisement is composed in “me and I” language rather than “you and your” language. An advertisement is always more convincing if it is focused on the reader and not the writer. When you pick up the papers and look at the classifieds or even the job advertisements you will see that the emphasis is just not on the reader. This is probably more evident in the Yellow Pages.