A client recently phoned with a problem I'd encountered many times before.
"Our new ad campaign's main goal is to create awareness and build image, not generate sales leads," the ad manager explained. "But my management still tends to judge ads by counting the number of inquiries they bring in. Is there some way I can increase my ad's pulling power without destroying the basic campaign concept?"
Fortunately, the answer is yes. There are proven techniques you can use to increase any ad's pulling power, whether your main goal is inquiries or image. Here are 31 techniques that can work for you:
1. Ask for action. Tell the reader to phone, write, contact his
sales rep, request technical literature or place an order.
2. Offer free information, such as a color brochure or catalog.
3. Describe your brochure or catalog. Tell about its special
features, such as a selection chart, planning guide, install-
ation tips or other useful information it contains.
4. Show a picture of your brochure or catalog.
5. Give your literature a title that implies value. "Product
Guide" is better than "catalog." "Planning Kit" is better than
6. Include your address in the last paragraph of copy and beneath
your logo, in type that is easy to read. (Also place it inside
the coupon, if you use one).
7. Include a toll-free number in your ad.
8. Print the toll-free number in extra-large type.
9. Put a small sketch of a telephone next to the phone number.
Also use the phrase, "Call toll-free."
10. Create a hot line. For example, a filter manufacturer might
have a toll-free hot line with the numbers 1-800-FILTERS.
Customers can call the hot line to place an order or get more
information on the manufacturer's products.
11. For a full-page ad, use a coupon. It will increase response 25%
12. Make the coupon large enough that readers have plenty of room
to write in their name and address.