Your research goal is to obtain a clear understanding of who reads which publications and whether those readers are likely to buy your product. Your advertisement must get the reader's Attention, spark Interest, create Demand, and spur Action. Do your homework, and you will reap the reward of a job well done. Take shortcuts and rely on guesswork to make your advertising decisions, and you will harvest havoc and financial failure. The pen is indeed mighty, especially when it comes to impressing the wholesale trade.
Promotional writing adds credibility to one's business.
Readers become curious about this ceramist whose name seems to be popping up everywhere. And that is just the beginning. Through television appearances, your face, in addition to your name, becomes well recognized, all the while building your reputation as a skilled craftsperson and adroit businessperson. Also send clips, along with your catalog and order form, to past customers, reminding them you are still in business. Be sure to send clips to potential customers, too, telling them when they can visit your studio or how to log on to your website.