Print Advertising - Can You "Reward" Your Customers?

A natural reaction to being asked to do something is to think “what’s in it for me?” And the “me” might be singular, or include their family and friends. For certain products or services the “me” might include workplace colleagues. So, if your ad can offer some “reward” for firstly reading the ad – and then for taking the desired action – you have a better chance of getting the Reader to do what you want them to There are a wide range of “rewards” you might offer. Examples include:

# Freebies e.g. estimates, gifts, delivery, estimates, catalogues, samples etc.

# Bonuses or extra value e.g. 3 for 2, 50% extra, buy one get one free offers # Peace of mind e.g. when buying insurance, testimonials from satisfied Customers # Guarantees (especially money-back)

- the longer-term the guarantee you can offer, the more it is likely to add weight to your offer # Interest-free (or extra low cost) credit - again over as long a term as possible # Increased status or spending power - "gold" Customers, "regular-user" deals etc.

# Simply helping them to feel good after their purchase # Savings in time or effort!

As you'll appreciate, this list could be almost endless (and many of the rewards are also “benefits” people would like to "gain"). The key is to find something important to a prospective Customer (tied to the product, service or company advertising) and then show the Reader how they can both receive and enjoy this “reward”

Whichever “reward” you are offering, you do need to show how it will be gained – and emphasise the value rather than simply leaving the Reader to work it out for themselves Remember - when you provide Readers with positive reasons for becoming Customers, they can also share this "good news" with family, friends, colleagues - in fact - everybody!

PS If you have any questions regarding your print advertising, I'll be happy to try and answer them.

Just email me at venworks@btopenworld.com



Print Advertising - Can You "Reward" Your Customers? - To learn more about this author, visit Gordon Veniard's Website.

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