There is a very important difference in what works when communicating to a customer. When your salesperson makes a sales presentation to a customer, or a prospective customer, the salesperson has the undivided attention of the customer and the message is delivered uninterrupted. When you communicate through advertising that scenario almost never exists. You seldom get the undivided attention to your message and often, you come in contact with your target accidentally. That is why the message is critical to the success of your ad. The HeadlineThe key to a successful headline is to focus on one central selling proposition—“What’s in it for the customer?” Your headline must say something desirable or interesting about your store that will get the customer excited. In addition, the choice of words can make a substantial impact to the tone and ultimately the delivery of the headline. Some examples: • “The Greatest Selection of Tobacco Products East of the Mississippi” (The benefit is product breadth.) • “Everyday Low Prices on All Tobacco Products” (The benefit is price/value.) • “Smokers Can Feel At Home” (The benefit is friendly atmosphere.) All of these idea headlines focus on a single benefit to the customer. It is always a good idea to be creative in your approach to words. However, do not lose sight of what you’re trying to say to your customers. Sometimes creativity gets too cumbersome and the result is a confusing message. When in doubt, state the idea simply. The Body CopyIt is said that people “skim” newspapers, magazines, and newsletters. That’s why it is so important to catch them with the headline. Once they are in the ad, the body copy has to pay it off. Again a simple approach is the best when writing your body copy. I recommend short body copy and, if you like, bullet points. Tell the customer what’s in it for them by mentioning product names, special deals, location, and hours of operation. These are all-important features of your store that they need to know. When a customer goes into their “buying mode,” you want them to think of you first. An example: “The Greatest Selection of Tobacco Products East of the Mississippi!”At Tobacco Outlet Store, we pride ourselves on being able to offer not only the popular items, but also those hard to find items that customers want. And if we don’t have it in stock, we will get it for you in a flash. We offer… • A full range of cigarette brands (packs and cartons) • A complete range of alternative cigarettes • A full line of premium cigars in our walk-in humidor • Complete tobacco accessories and gifts Visit our store at 100 Main Street. Bring this ad and receive a 10 percent discount on your next purchase of $20 or more. The body copy in this example completely pays off the headline and is simply stated. As you can see, for short newspaper or newsletter ads, I prefer bullet points. It is clean, takes up less space and is easy for the customer to read through. Final PointsNo ad is complete without some sort of visual. For a small newspaper ad or a newsletter ad, use your store logo so customers know who and what to look for when they drive by. Also, don’t be afraid to use manufacturer ad slicks. These are generally professionally done and can cut down on design costs substantially. Most major manufacturers can provide you with these slicks or can provide electronic files for your use. Last, be smart. Proofread your work for spelling and grammar. Also, if you are nervous about something you want to say, have it checked out legally. As they say, an ounce of prevention… • |