If you’re running any sort of ads for your business in
Magazines or newspapers pay attention very closely.
What I’m about to reveal will dramatically improve your
Response.
You see, recently I’ve been writing space ads for my dentist client
BTW if you want to go to a dentist who is incredibly enthusiastic about
Dentistry and who specializes in treating nervous patients
Google “Fresh Smile Clinic” – and No I haven’t written his site.:)
Mention my name and he’ll look after you)
Anyway where was I?
Ah the space ads. These have been written for an A5 magazine.
They’re local magazines full of ads.
But what’s opened my eyes has been the lack of marketing
Savviness of the magazine owners.
So I write the ad so it looks like an interesting article.
Remember people read magazines and newspapers to read news.
Not to read ads.
So when you disguise your ad to look like an article
It increases readership by…700%.
Yes 700%.
Now that’s kinda handy getting your ad read by MORE
people don’t you agree?
Another thing I asked for was a drop cap letter for the first letter
of the ad. A drop cap is when you make the first letter much bigger.
When you have a drop cap letter this increases readership by 15%.
That’s because your eye is drawn to the big letter after
you’ve read the headline. Remember you read downwards
as I mentioned about layout the other day. Your eye falls
like gravity.
So I mention I want a drop cap for the ad to the lady dealing with
the advertising. “What’s a drop cap?” is the answer.
Hmm.
Another thing I got back from the dentist’s proof ad was
a logo beside the headline. And the headline in reverse type –
that’s white writing on a black background.
Hang on. I just want the ad to look like an interesting
article. So no logo. No fancy pants graphics. Just make it look
plain.
“But the ad looks bland,” the advertising lady replies.
Bland is good.
Another secret you can exploit is where to position
your ad in a magazine for maximum readership.
So where do you think you should place your ad?
Centre pages? Close to the front? Or…
Well the order goes like this.
1. Back cover.
2. Then one of the first five right-hand pages.
That’s pages 3, 5, 7, 9, 11. The closer to the front the better.
So there you have it. Simple but highly effective space
ad secrets you can use to increase response.
Warmly
Mark
PS. Are your ads generating you enough leads and inquiries?
If not drop me a line and I may be able to fit you into
my schedule.