SIN NUMBER ONE IS TO FAIL TO
Talk about what your Reader wants
not what you would like to talk about)
Too many companies simply use advertising materials (including ads) to boast about what they believe are their accomplishments; things they’re proud of. To a Reader, this is like meeting a stranger in a bar and having to listen for the rest of the night about how wonderful this person believes they are. It’s a turn-off. You do use positive points about the business, products or service in your ads - but only in the right way, and at the right time
SIN NUMBER TWO IS TO FAIL TO
Understand that, in advertising terms,
you are “abnormal”
A normal Reader doesn’t open the paper looking for one specific ad; firstly to make sure it’s there; and secondly that it’s in the right place! Then, that Reader doesn’t spend a minute or two (or longer) working their way through the ad to make sure it’s correct. A normal Reader glances at an ad to see if it’s of interest – and, if not, they go elsewhere. If your ad doesn’t get their immediate interest (from a starting point of none), then it doesn’t matter how great the rest of your message is – or how terrific your organisation, products or services are – they’re already reading something else!
SIN NUMBER THREE IS
To present the ad in a way acceptable
only to the company placing it
This means using the jargon attached to the products, services or industry – irrespective of whether a “normal” Reader will have a clue what’s being said. It also is about a company knowing “why” they are presenting the ad in a certain way whilst forgetting that any poor Reader doesn’t have such background information. It’s also about an Advertiser who wants their ad in “reverse block” (white type on black background) or “with a big thick border round it” or “put my name at the top” – all devices that help the Advertiser find their ad in your publication – but are detrimental to actually selling anything through it! This is because these same devices hamper or prevent a “normal” person from reading, understanding and acting upon the ad
If you avoid these three "sins" - your ads at least have a better chance of doing their job for you
3 Cardinal Sins to Avoid in Your Print Ads - To learn more about this author, visit Gordon Veniard's Website.
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Gordon Veniard
(Visit Gordon's Website)
GORDON VENIARD thanks you for your
interest in these articles
He has been delivering training events -
and creating and providing valuable
development materials - for more than 20
years
Gordon covers a wide range of business
communication, promotion, sales,
negotiation, customer service, leadership
and management subjects. He has worked
with major companies and organisations;
spoken at many conferences and seminars -
always adding good humor to valuable
advice
To find out more, Gordon would be pleased
if you would take a moment to visit his
new website: www.thevenwor
ks.com. You can register for his free
business tips newsletter; and download
some valuable freebies (including a
copyable, free-to-use "to-do" list)
If you have any queries or questions you
would like Gordon to answer, please email:
gordo
n@thevenworks.com
Thanks again - please enjoy - and feel
free to share - any of these articles
which are of use to you and your
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