A smart cocktail of print and online advertising can result in bigger and better leads! What you need to keep in mind to ensure that your next print ad succeeds in directing customers to your store/website for purchase.

Remember 1: Agency Copywriters love to pun and ‘craft’ clever headlines. You better love your product and ensure the headline screams about the unique benefit and follow it up with loads of substantiation. State statistics, throw genuine numbers.

Remember 2: Don’t leave your customer behind. Change ‘WE & OUR’ in your ad copy to ‘YOU & YOUR’.  “We build software products 30% faster than the nearest competitor.” – is ego massaging. “You can build your software product 30% faster than your nearest competitor.” – sales copy.

Remember 3: Agencies fall in love with their concept pictures and images. Agencies recommend bigger visual and lesser copy. Probably they want you to look like the next Cola Company.

Remember 4:  Agency will insist on using a blemish-less model if not the hottest model in the town. Don’t give in. What else could be more authentic than using a real customer facing the camera? Use real testimonials. Give real names (after seeking permission;)

Remember 5: Don’t get into a ‘major versus minor benefit statement’ argument with your agency. State the benefits that can attract even your secondary and opportunity customers. Only the order and balance of importance need to be taken care of. What you say is as important as brevity.