Tham khảo tài liệu 'the top small business books for dummies_6', kinh tế - quản lý, kinh tế học phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 11 Creating Print Ads 159 Add a deadline. Consider a limited-time offer a promotion that involves only the first 100 respondents or the statement while supplies last. Explain what to do next. Don t assume that prospects know your address which exit to take what area code and number to dial your Web address or other details about how to reach you. Explain what why when and how to respond. As you review your copy imagine that you re face to face with your prospect and the person is saying Well let me think about it right now I m just shopping. Then add statements of value action inducements or other ideas to overcome prospect hesitation. If your ad includes prices see Presenting prices in Chapter 3 for advice on how to convey costs while inspiring readers. Making design decisions Advertisers ad agencies and the media have spent enormous amounts of time and money to determine what does and doesn t work in the design of print advertisements. There is no pat formula life in the marketing world isn t quite that easy but when readers are asked which ads they remember positively the following design traits emerge. A picture is worth a thousand words Whenever you can include an attention-getting visual element in your ads following these tips Use art. Ads with stopping power nearly always have a photograph an illustration a drawing cartoon or other art or both. Sometimes the art presents the product. Sometimes it shows the product in use. Sometimes it is relative to the product through borrowed interest. For example a restaurant ad might feature art of the entryway the product a photo of diners at a set table the product in use or an illustration of a sprig of rosemary or bundle of herbs borrowed interest . Let your visual show what your headline and copy are telling. You don t have to be literal. An ad for housekeeping services could feature a mop broom and vacuum cleaner. The ad may be more effective however if it communicates the benefit of more free time by .
