The same holds true for a direct mail campaign. While a well-honed marketing plan can potentially yield tremendous rewards, in terms of both profits and business growth, a wise approach is to proceed with caution, because a lot of money can be flushed away if you pull out the stops prematurely. If you're a small business owner with little or no experience in launching a marketing campaign or writing advertising copy that sells, your best bet may be to hire an advertising agency or seasoned copywriter. If you do decide to go it alone, here are some tips and resources to keep in mind. The most compelling ads usually have an attention-grabbing headline and focus on how the advertiser's product or service will solve a problem, provide comfort or security, win the approval of others, make life easier, more enjoyable, prosperous, or more fulfilling for the customer.
Good ads avoid visual clutter, exaggeration, and an overabundance of ideas and themes.
If you try to be all things to all people, your effectiveness and impact will be diluted or negated. In advertising and marketing that works, the advertiser makes it easy for the prospective customer to respond to the offer and also makes it obvious exactly what the prospect needs to do next. A guarantee of complete customer satisfaction, a bulletted list of client benefits, and the inclusion of color in your ad are other elements that can contribute to the success of your advertising campaign. When you can effectively answer those questions in your ads, sales letters, brochures, commercials, and Web site, then your ability to attract customers will increase tremendously. For a wealth of marketing tools and tips on writing dynamic sales letters and ads that produce results, visit Marketing Survival Kit .