Print Advertising Presenting Your Prices
Print Advertising Presenting Your Prices
"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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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.
Like this article? Share it with your friends
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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