Category : Advertising

Landing Page Design Lessons: How To Pave The Way To More Clicks and Conversions

A landing page is a website page dedicated to one mission only: Getting visitors to complete an action. Whether it’s signing up for a newsletter, downloading an e-book, purchasing a product or subscribing to a blog, conversion is the goal and the easier you make it the better. So how can you give your readers the simplest route to a mutually rewarding outcome? Try these design tips to create customer-friendly landing pages that sell. Be…

The Wide, Wide World of Wordplay

Stray Thoughts: Reflections From The Lighter Side of AdServices   As inventions go, words are a pretty good one. They can persuade, provoke, motivate, and inspire. They can get people thinking, feeling, talking and changing. And when you’re in a more playful mood, they can just provide some harmless, learning-free amusement. Need to lighten up? Let the wordplay begin … Don’t Hassle Me, Man. People use to say “hassle” all the time. “What a huge…

Content Marketing 101: Tips and Tactics for Creating Web Content That Converts

Content marketing has been a business buzz phrase for awhile, and for good reason. By creating quality content that is relevant to a target audience, your company can connect with prospects and convert them into loyal customers and advocates for your brand. Here are some golden rules that successful content marketers follow to grow their businesses organically. Set a strategy. Before you dive into developing blog posts and articles, it’s important to establish a plan to…

Smart Move: Optimize Your Website For Mobile-Focused Marketing Success

With mobile overtaking desktop traffic last year in 10 different countries, staying in step with your smartphone-connected customers is more important than ever. Responsive web design is the new standard for mobile-friendly marketing, rearranging the way in which information is displayed depending on the device that’s being used. A responsive site gets information about the device that’s accessing it, reacts to the platform, and then adapts the way in which content is displayed to accommodate it. While…

Congratulations On Your Engagement!* (*Or How To Get More Out Of Your Business’ Social Media Efforts)

The ability to connect via social media opens the door to enhanced communication, improved feedback, and valuable information for nurturing relationships. While having a presence on certain platforms is a good start, a lack of engagement can mean wasted time and missed opportunities. Try these techniques to build your online community. Go Where The Target Audience Is. Your customers prefer some platforms over others. If they spend most of their time on Facebook, that’s the place…

The New SEO Rules: Unite Quality Content And Key Words For Top Results

Once upon a time, a few simple SEO efforts could be enough to land you on page one of Google. Now, with so many aware of the basics of SEO, the question is not whether to use it, but how to use it more effectively to attract your target audience. Here are some rules of engagement on creating web content that’s SEO enriched. Know Your Audience. With advances in analytics, even small businesses with modest…

Four Trend-Proof Tips For Persuasive Marketing Messages

Just when you think you know how to play the marketing game, someone changes the rules. Technology, marketing strategy and human response constantly evolve. Some bedrock tactics, however, have never faltered, providing a firm foundation for success regardless of changing trends. Here are four of our favorites. Make Your Copy Pay Off Your Headline. Five times as many people read headlines as read body copy, so crafting an attention getter headline significantly increases the chances…

Word Power: Trim The Waste and Cut To The Chase

A strong marketing message requires words that engage, motivate, and have a direct impact on sales or creating a favorable impression. To do that, you must remove all obstacles that clutter the path to a compelling connection with your reader. Here are some examples of wordy phrases and how to cut them down to size. Wordy Phrase Simple and easy to use Free gift Whether or not Expert specialists The one and only Most unique…

If Your Ad’s A Snooze You Lose: How To Add Interest That Inspires Action

What advertising legend David Ogilvy said decades ago still rings true today: “You cannot bore people into buying your product. You can only interest them in buying it.” Actually, Ogilvy’s wise words are more relevant now than ever as attention spans shrink and information overload grows. Ads that are boring simply don’t have enough stopping power – only clear, relevant, engaging messages get through. So how do you make sure your advertising is interesting? Here…

Put Your Advertising On The Campaign Trail

Just like political candidates crusading to win the hearts and minds of voters, developing an ad campaign that’s persuasive and powerful can be a potent tool for moving your audience to action. While a creative approach can capture the cultural consciousness, it takes more than a bold idea to break through and produce winning results. Talk the Talk of Your Target Audience. If you want to appeal to people who prefer a bed and breakfast…

A Few Good Moves: Social Media Do’s and Don’ts For Business

With the fast-track evolution of social media networks, staying on top of best practices for business can be a daunting task. What flies? What flops? How can you make little changes that spark better results? Practice these eight basic do’s and don’ts and you’ll start striking a more productive balance between being socially active and faithful to your brand. DON’T Try To Be Everywhere. Be realistic about your social media time investment. If you can’t…

Turn Here For Results-Driven Billboards.

Few mediums reach more people for the money than billboards. But slapping a bunch of words and images on a big sign isn’t the road to high traffic results. It can even make some people think less of you. Follow these tips and take your billboard from invisible to eye-catching while efficiently relaying the takeaway you intended. Be Of Few Words With only a fleeting opportunity to engage passing motorists, seven words or fewer is…

Make No Mistake – Proofreading Pays.

Foul-ups, slips and blunders may make for entertaining reality TV shows, but they’re daggers in the hearts of companies trying to preserve thin profit margins and professional reputations. Based on a typical net profit of 5 percent, a company would have to generate $200,000 in sales to make up for a $10,000 loss as a result of a proofreading mistake reprint. That goes beyond eating the cost of an error. It’s more like choking to…

As Seen On TV: Your Standout Commercial

With thousands of networks, channels, and broadcasting platforms to reach audiences, more TV commercials are competing for our attention than ever before. Whether a big-budget national primetime production or a small local cable spot, the challenge is to make yours rise above the rest and grab an overloaded prospect’s attention. Here are some tips for hitting home before he or she hits the remote. TV is a visual medium so images on screen should deliver…

Motivation Makes The (Ad) World Go Round

People purchase products or services for all kinds of reasons. Someone may buy a watch for the practical purpose of having a reliable way to know the time. But the owner of a Rolex or Movado is looking for more than just a means to track the hours – he or she values prestige and status as well. So too, the owner of a hybrid Prius has a different set of priorities than someone who…

Tips and Techniques To Tap Your Creativity

  Advertising legend George Lois said “Creativity can solve almost any problem.” But mining that well of originality underneath all our habits, patterns and preconceived notions is tricky. How can we consistently see beyond the obvious, think more resourcefully, and find new possibilities waiting to be discovered? The following tips can help nurture your natural creativity and respond more effectively to almost any challenge. Open yourself to the new. Check out a museum exhibit, take…

Making Meetings Matter

Few words in the business world have as polarizing an effect as meetings. When planned purposefully and run efficiently they can be a catalyst for setting priorities, solving problems and brainstorming ideas that create breakthroughs in the pursuit of important goals. When planned and run poorly, they become a black hole of lost time that undercuts productivity and morale. To make sure your meetings result in actionable insights that signify time well spent, consider putting…

Social Media For Business 101

With the spectacular expansion of social media, people are talking and sharing their experiences about almost everything at an unprecedented rate. Whether you’re active on social sites or not, there’s a good chance that somewhere someone is talking about your business. Given the level of activity across a multitude of social platforms, joining the conversation in a way that serves your company well is essential.  Dropping the ball on this can be a lot more…

How To Write Better Headlines Than This One.

On average, five times as many people read headlines as body copy, so unless yours has real stopping power, your prospects’ roving eyes will likely look elsewhere. Harsh, but true. Whether it’s an email subject line, a direct mail piece, or a magazine ad, drafting attention-getting headlines can dramatically increase the chance to get your message read and your marketing objective accomplished. So how do you flag down a reader in that fleeting moment of…

Your Story, Your Brochure

In a world of web sites, blogs and social media platforms, why bother having an old fashioned brochure? It’s all about telling your story. Directing prospective customers to your web site or urging them to visit you on Facebook are a big part of today’s connect-first-then-sell marketing approach. But a brochure has a vital role to play as well, putting your message in their hands with the credibility and presence of a printed piece that…

A Crash Course In Calls To Action

The strength of your call to action – what you want your prospect to do after being exposed to your message – can have a big impact on the results your advertising delivers. With any marketing materials, it’s vital that you get people to act when the persuasive sway of your sales pitch is at its peak. Envision an eye-catching print ad that clearly outlines the benefits of the featured product or service. The consumer…

Smart Move! Design Your Mobile Web Site For a Smartphone Connected World

  According to a recent Pew Research Center survey, 56% of all American adults are now smartphone owners. Most of them use their device to access the Internet, and many do so on a daily basis. Google reports that 95% of smartphone users have searched for local information and The Search Agency documents that mobile-based searches make up one quarter of all searches. With consumers changing their online viewing and shopping habits in droves, the…

Red Pen Rules: Editing Tips For Making Your Messages Pop

There’s a long-standing tradition among editors that text be reviewed with red pen in hand. While the kind of pen or pencil is a matter of choice, diligent editing remains indispensable in getting a piece of writing to come alive. Whether you’re evaluating marketing copy, a business communication, or something personal that you want to be well received, these proven tips will prepare your messages to connect with clarity and impact. Red Pen Rule #…

Meanwhile Back At The Booth: How To Draw More Traffic At Your Next Trade Show.

It’s a deflating feeling.  Your fee is paid. You’ve made the trip. Invitations were sent to the list of trade show attendees inviting them to stop by your booth. You’re ready for a crowd, but instead of beating a path to your table they linger elsewhere while you drink bad coffee and brood. What went wrong? Trade booth flops are often the result of too little notice paid to the laws of attraction at shows…

Writing Better Letters For Direct Mail Results

It’s a hard truth that most direct mail letters don’t get read. And in many cases, deservedly so. They’re poorly constructed, lack an engaging hook, and bury the benefit or reward deep in the maze of their meandering narrative. The good news is, for those who follow some results-driven steps, a direct mail letter can be an effective tool for connecting with current or prospective customers and generating sales. Grab attention up front. Like the…

Good Blogging, Good Business

  A business blog can be a strong channel for customer engagement and brand extension. But with so many jumping on the blog bandwagon, being just another face in the crowd isn’t going to do the job. Blogs are easy to set up, but getting them to work productively is a different story. There are various procedures and techniques that support success in blogging to build your business. Here are a few that can start…

Build A Stronger Ad Or Sales Presentation.

An effective ad contains specific ingredients designed to grab attention, tell a story, present an offer, create a sense of urgency, issue a call to action, and identify the advertiser in the prospect’s mind. Crafting an effective sales presentation follows a surprisingly similar path. 1. Header/Opening. A strong, attention-getting header in an ad, like the opening in a sales encounter, should tell prospective customers how the product or service will benefit them. It should make…

Listen Up! Radio Is A Marketing Vehicle That Keeps On Playing

While its demise has been predicted ever since the invention of television, radio, the oldest electronic medium, plays on. In fact, in a world of new digital media options, it continues to have a marketing impact that coexists nicely with the latest innovations and trends. So how does old-school radio still fit the modern marketing mix of many advertisers? By delivering timeless benefits well-suited to the medium. Immediacy. Many listeners are in their cars when…

Read It And Rip: Why Newspaper Ads Still Deliver

  Though aggressively challenged by new technology, newspapers continue to be viable as a shopping medium for certain products and services aimed at specific demographics. Ever notice how car ads escape your attention until you’re looking for a car? Or mattress ads? Or air conditioner ads? But the moment you’re in the market for one of those items, it becomes the most fascinating topic of the day . . . and the part of the…

An Ad That Gets Results? Now That’s Cool!

It takes more than a bold idea to produce real bottom-line results. Advertising that contains the right elements can be highly effective for getting an audience to pay attention and act. Talk the Talk of Your Target Audience. If you want to appeal to people who frequent upscale restaurants, your ad should describe “gourmet dining and fine wine,” not “hearty chow and cheap drinks.” Creating generic ads that don’t speak the language of potential customers…

Tag, You’re It. How to Create a Memorable Tagline.

A tagline can be a memorable and valuable tool for quickly conveying your brand promise, differentiating you from your competition, and bringing a unifying message to your marketing and communications efforts. Or . . . it can be an empty and senseless exercise in wordplay that leaves people cold and opens you to ridicule, rejection and hostility from men, women and children. Now that you understand what’s at stake when doing the tagline tango, let’s…

Tapping Testimonials: The More Customers Talk, The Better You Sound.

Today’s marketers use numerous strategies and techniques for increasing advertising response rates, but none can replace that tried-and-true power tool of persuasion: customer testimonials. Real people speaking favorably about your product or service can have a potent influence on others who wouldn’t necessarily be receptive to a polished, calculated message crafted by a professional. If you haven’t taken the time lately to collect and incorporate customer testimonials into your marketing messages, consider the value-added benefits…

Corporate Identity: The Whole is More Than The Sum Of Its Parts.

Many businesses and organizations use bits and pieces of what’s come to be called a corporate identity package. A logo. A business card. Maybe some letterhead with a passing design relationship to other materials past or present. But this fragmented approach never adds up to a memorable statement about what makes a company special. Vision. Identity. Brand. Your corporate identity materials should be strategically formulated, based on the vision you have for your business or…

Postcard Power: The Humble Direct Mail Piece That Still Hits Home

Pssst … pass it on: The old fashioned postcard is still a force to be reckoned with in this age of high-speed digital technology. Here at AdServices, we mailed close to 10 million postcards on behalf of our clients in 2011 alone. While each marketing medium has its strengths, the humble postcard remains a go-to performer for getting attention and results quickly and cost-effectively. After all, in an age of information overload, postcards are an…

The Craft of Advertising Copywriting: Readers Become Customers When Your Words Are Fresh and Relevant

Consider the complex character of strong copy. One day it drives home its point with forceful simplicity. On another day, it scores with rock-the-boat boldness. Come back later and you might find it in a playful mood, making a good-natured pitch for an act of self-indulgence. Well-crafted copy taps into the hearts and minds of readers and delivers stories and messages that make compelling human connections. When done right, it can inform, provoke, inspire and…

It’s All About “You.”

When someone wants out of a relationship, a tried-and-true tactic of making the other person feel better is telling them “It’s not you, it’s me.” In marketing, on the other hand, “it’s not me, it’s you” is the tactic that sends all the right feel-good signals. As proud as you may be of your company, product or service, if you want to convert the most potential customers into paying customers, having an “it’s all about…

They Won’t Buy If They Don’t Know… The Strategic Importance Of Advertising

Is your company the best kept secret in the marketplace? It shouldn’t be. Consider the following reasons why advertising must be a key component of your business plan. If You Advertise You Exist Your business will not move the sales needle if consumers don’t know you’re out there. Customers buy from companies they recognize, and that market presence is created through advertising. If you don’t advertise, you simply don’t exist.

Do You Dare To Market?

Several years ago, I was meeting with the owner of a commercial landscaping company. His business had several crews on the road taking care of the grounds at large condominium complexes and the like. They were true professionals, did great work, and were considering becoming an AdServices client. On that particular day, this gentleman was lamenting that his advertising just wasn’t generating the kind of response he wanted. So I asked him a probing question: “Why…

Sell Positive

The January 12, 2009 issue of Advertising Age magazine published the results of a recent survey. Seventy-eight percent of the advertising and marketing professionals who responded said that they believed optimistic messaging in ads will move more product in the current economy. Frankly, I’m surprised. I’m surprised that it was only 78%, and not 100%. The marketing mindset is largely about setting yourself apart from others. The good news is that today, that’s not hard…