Paying for ads that don’t pull is like pouring money down the drain.
Ads that work multiply your profits. And yet, most of the money spent on advertising is wasted.
For example, did you read a newspaper this morning? Quickly – how many ads do you recall right now?
I once gave a talk to the staff of an ad agency. As they filed into the seminar room they were all given a copy of that morning’s paper.
While they were waiting, most of them read it.
Out of 100 ad agency people, only three remembered an advertisement. And that was within half-an-hour of reading the paper!
Of those three, only one was thinking about taking any action. I noticed her studying a furniture sale ad – only because she was planning to buy some furniture. However, that advertisement had not persuaded her to buy furniture; she was already in the market.
(I didn’t have the heart to ask if any of the agency’s work was in that day’s paper!)
Do your ads stand out? Are they noticed and remembered? Do they cause people to act? Do they get them to buy your product?
I believe that advertisers are the world’s greatest contributors to charity.
Lord Lever (of Lever & Kitchen, now Unilever) once said he knew only half of his advertising worked – but he didn’t know which half. (This quote has also been attributed to John Wanamaker and Henry Ford.)
Most advertisers aren’t even doing that well.
If it weren’t for the “charitable” contributions of advertisers, at least half of the world’s newspapers, magazines, TV and radio stations would cease to exist.
The rest would be a fraction of their current size.
I’m in favor of charity – but it has no place in my advertising budget.
With just a few simple changes in your current ads, you can double their power and increase your sales. The key lies in spending less money on advertising and banking more profits.
You can do this without changing the content of your ads – just the way they look. You can change the typefaces you use, the layout, where you run them or even when you run them.
In a series of articles on 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent, I will discuss, in detail, 21 Rules that can make your ads more effective without spending an extra cent.
This Special Series is not about copy writing – although some of the suggestions I’m going to make will probably cause you to write new and more powerful ads.
The first and most important question is: How do you know whether your ads work? The answer is simple and is found in my next article, titled, "Rule #1:Increase Your Profits, Measure Your Results."
Introduction 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent - To learn more about this author, visit Brad Sugars's Website.
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