Print Advertising Presenting Your Prices

So, when creating such ads, work to avoid these three frequent errors:


"BUY THE CHEAPEST" THINKING

Many Retailers fall into the trap of offering “cheap” – yet no-one really wants to own “cheap stuff”. Yes, there’s no complaint about receiving value-for-money or even freebies – that’s a different concept. So, try and direct your Advertisers away from “cheap” and “cheapest”. Can you imagine buying - say - a new dining table and chairs. Friends visiting for dinner compliment you on your taste by saying: "This looks really cheap". They probably wouldn't be invited back! People do like boasting about savings they have made - but only after people admire the quality of the purchase


SACRFICING DESCRIPTIVENESS FOR MORE PRICE INFORMATION

Remember that the price is only relevant if your potential Customer actually wants to own and use the advertised item. Lots of ads end up as little more than price lists. Take time to provide clear, attractive descriptions – and place them in context by highlighting the key benefits to be gained. Purchases are made because of what people want to be or achieve or feel after they have made that purchase. So, work at painting these "pictures of achievement", and then use the relevant facts about your product or service to show how this will happen


LACK OF CONTACT AND BUYING IFORMATION

For example, because you drive to work every day, it’s easy for you to forget that you need to let Readers know how to find your business – and, if appropriate, where to park. This isn't simply producing an address - it's providing clear directions. Add to this information about payment methods, guarantees, delivery etc. The easier it is for a Reader to buy; the more likely they are to do so. Or, if you forget to make it easy, they might not bother to buy - or might visit someone who does! And, you'd never even know about the business you missed out on!


Any questions about your print ads? I'd like to hear from you at venworks@btopenworld.com

Print Advertising Presenting Your Prices - To learn more about this author, visit Gordon Veniard's Website.

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