How do we advertise for sales leads contacts rather than product image/awareness?
Marketing specialist M.H.McIntosh suggests the following: 1. Make ad easy to skim with subheads, bullet point copy and captions for illustrations. 2. Be sure the ad talks about uses for the product or service. 3. Use testimonials where possible using person’s name/title or company name. 4. Run the ad frequently to be there when the prospect is thinking about their problem. 5. Mention multiple products or services in the ad. 6. The copy (“text”) must talk about BENEFITS – not just features. The copy should answer the reader’s question, “What’s in it for me?” 7. Because some readers are more visual, in addition to copy there should be photos, illustrations, or icons in the ad to trigger interest and memory. 8. The ad should offer a compelling reason to respond today. 9. The ad should make two kinds of offers: the products/services AND what the reader will receive if they inquire. 10. Merchandise the offer (i.e., use Widget Guide Section vs. brochure). 11. The words “New” and “Free” conti
