| |
| |
|
Advertising Information |
|
|
|
Direct Mail Catalogs & Brochures: Write Captions That Sell
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. And so that's when you sell them. My advice for writing captions is to never describe what readers can see for themselves in your photo. If your photo shows a man in a golf shirt, for example, don't place a caption beneath the photo that simply says "New Golf Shirt." Instead, write a subhead that communicates a benefit that the reader cannot see, one that the photographer could never capture. Write something like this: NEVER A HOLE IN ONE: Our new Glengarry Golf Shirt features a Teflon fabric protector that forms an invisible shield around fibers for superb protection against tears and punctures. My second piece of solicited advice (you subscribed to the newsletter, after all) is to start your captions, whenever possible, with a pithy intro phrase. In five words or fewer, capture the essence of what you are saying with a clever word play, like the one above. Here's another example. My local newspaper ran a story about the problem that my city is facing this summer with some homeowners watering their lawns every day when they should be watering every other day to conserve water. The story was illustrated with a photograph of a city bylaw officer, in uniform, at the door of a homeowner who was in the very act of breaking the bylaw. The photo caption began: LAWN ORDER: Bylaw Enforcement Officer Jack Phillips issues a warning to homeowner . . . That caption put a smile on my face and forced me to read the story. Your captions and subheads will do the same if you make them clever, interesting and laden with benefits that interest your readers. ABOUT THE AUTHOR
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Do Your Adverts Get You More Sales? Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."If you're spending $10,000 a month on advertising $5,000 is going straight down the tubes. Seven Ways to Waste Your Money on Yellow Pages Advertising Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy. 10 Reasons Why Your Company Needs Custom Invitations I am always amazed when I hear about companies who spend tens of thousands of dollars organizing a make-it-or-break-it company event designed to celebrate a company milestone and/or impress prospective customers. Sometimes these events have big contracts or sales at stake! Yet, often planners will fall short on the most critical aspect of planning the event-the invitations! After all, before a client steps foot into your venue, or even confirms attendance, the invitation sets the tone and leaves the first and most important (and lasting!) impression!Have a look at this compelling list of "10 Reasons Why Your Company Needs Custom Invitations". The Secrets of High Money Classified Ads When used effectively, classified ads can be one of the quickest and most inexpensive ways to increase your sales. A well written classified ad can generate thousands in sales, yet could cost you pennies to write and run. Why I Like The Ads I Hate! It's been said that the antidote to liking/loving is not hating, but indifference. So, when an ad makes you angry or disgusted or evokes any other strong emotion, it has done it's job. More Cheap Tricks for Promoting Your Business In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful. Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business If you own a small business you should consider ways to promote yourself through public relations to compliment you advertising regiment and keeping your name out in the public and in front of your best customers. There are many ways to keep yourself visible on top of your typical advertising choices. How To Write Kick-Ass, Profit Pulling Adverts For Your Business? Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'.. Why Not Use the Humble Fax in Your Advertising Strategy? When my daughter complained recently about the prohibitive cost of news media advertising, we had a discussion about the ways in which she could sell her range of body products (hand creams, lip balms etc). I explained to her that huge firms like K Mart wouldn't spend millions of dollars annually for advertising if it wasn't necessary. Create Your Dynamic Elevator Speech So, what's an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness. 3 Inside Secrets To Making You Richer Using Direct Mail! Making money using direct mail isn't easy. And anyone who tells you it is, is lying. Advertising For The Long Haul and Not the Short Term Gains New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. Advertising Headlines and How to Write Them 1. Attract prospects with your headline Use your headline as a flag to attract readers who are interested in your product. Graphical LED Display Graphical LED Displays utilize high-resolution graphics and video to transmit the information. You will find them sited in world's great cosmopolitan cities. Creativity and Getting Outside of the Box Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down. What Happened? Troubleshooting Poor Response from Ad Campaigns Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong. How You Can Create Advertising That Sells A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business. Why Would Anyone Want Your Business Card? Do you remember how proud you were the first time you saw your name in print?Most entrepreneurs feel that same flush of pride when they gaze on their new business cards. That small piece of paper represents years of planning and effort and hard work and dreams. Mobile Detailers; Customer Window Displays Mobile detailers have all types of customers, many of whom are self-employed. We know that these customers love their automobiles as most Americans and therefore love the services we provide. How Well Do Postcards Work? The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as.
|
| home | site map |
| © 2006 |
