Consciousness: true selfishness
By Bob Martin
DON’T MAKE THEM LOOK FOR YOU!
About a year ago, I saw a great pizza shop ad on the back of a newspaper tab. It was full color, full page and it looked great. The ad actually made me hungry for pizza, so I decided to order. There was this great effective ad, but no phone number or address. I had no idea where the shop was. My resolve was to order from a competitor.
THIS AD WAS A TOTAL WASTE OF MONEY.
It made you go “looking” for the business and as we all know, consumers are too lazy to go to that much trouble. Hundreds of dollars down the drain not to mention the sales potential.
Don’t make your potential customers look for you. Make sure every print ad has your phone number for additional information and your address so we know where you are. I even encourage clients to use “landmarks” as a reference i.e. “across from Walmart” or “next door to Acme Motors”. The easier it is to find you, the more likely potential customers will be willing to come in.
Remember, without your address or phone number you’ve lost the “call to action” needed to motivate your client.
Next week… “Advertising’s Acceptable Lie”.
Bob Martin is principal of Martin Creative Consultants, providing advertising consulting and services to manufacturing and retail businesses. His MCC VoicePros division creates audio voiceovers for radio, TV, internet ads and presentations.