Mastering the Art of Advertising

Read below to learn expert tips and strategies for effective print campaign with Pocono Magazines.

1. Create a Unique Logo and a Catchy Slogan or Tag Line.

Include it in all your marketing and promotional materials to build name recognition quickly

2. Let Professional Designers Create your Advertisements.

While you know your business better than anyone else, they know how to market it.

3. Be Consistent with Your Advertising.

“Repetition Builds Recognition”, the Oldest Advertising Adage.

4. Create “Discovery, Specialty, Uniqueness & Excitement” in your Ads.

Your customers will tell friends what they found at your business.

“Word of Mouth” has always been the best advertisement.

5. Advertise the Benefit or Satisfaction of using your Products or Services, not necessary the Products or Services themselves.

Consumers buy products or services that satisfy their fundamental physical and mental needs. They buy the product or service because it helps them look, feel or be what they want to be.

6. Use Multiple Media.

People are different. Some read magazines, some listen to the radio, some watch television, some read billboards, some do all.

7. Don’t Discount your Products or Services, they’re the Best around.

If your products are really good, why do you have to discount them to get business? Consumers will pay your price if they feel they are getting the best value, quality & service.

8. Don’t use “Coupons”, Use “Rewards” instead.

Coupons attract the wrong customer base and are counterproductive for most businesses. Rewards attract the right customers and bring you a loyal and repetitive business base.

9. Once you Start, Don’t Stop.

You showcase the Success and Strength of your business with continual advertising.

10. Track your Success with Gross Receipts, nothing else Matters.

1. Keep It Simple – Less is better. One clear, compelling message is far more persuasive than a confused jumble of offers and benefits.

2. Stopping Power – Make your ad visually strong to capture the reader’s attention. You have only a second or two. If your advertising goes unnoticed, everything else is academic!

3. Clarity – Good advertising communicates quickly and convincingly. Readers won’t take the time to figure out a convoluted message – they’ll just move on.

4. What’s in it for me? – Customers want to know the benefit for them, not what’s important to you. If your ad head-line says you’ve been in business for 25 years, you’re on the wrong track.

5. Frequency Matters – Your ad needs to run frequently to make an impression. Research says consumers need to see an ad three times before awareness is achieved and seven times before they’ll buy.

6. Size Matters – Larger ads have greater stopping power. Big ads also imply leadership.

7. Color Matters – Color dramatically increases the effectiveness of an ad.

8. Be Bold, Be Different – Safe advertising is the riskiest advertising you can do as it’s unlikely to achieve great results.

9. Track Results – Advertising and retail pioneer John Wanamaker said, “I know half the money I spend on advertising is wasted, I just don’t know which half!” Use unique phone numbers, codes or other devices to determine which messages and/or media are performing best.

10. Budget Realistically – Most advertising fails because it’s under-funded. That’s like trying to fly across the Atlantic with only a half-tank of fuel. You’re going somewhere, but you’ll never reach your destination.

11. Use Humor – People want to be entertained. The most memorable advertising uses humor, like E-Trade’s Talking Baby or AFLAC’s slapstick duck.

12. Sex Sells – Used appropriately, sex does command attention: Think Victoria Secret and Calvin Klein.

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