Let’s set the picture for this post: You have spent hours if not days researching the perfect tag lines to place in the new ad. Let’s say it’s for the promotion of a new product, service, or a sale for the week or month. Once all the copy is set and layout finished, it is sent for print. Are you sure all the important contact information was included? It sounds basic, right? You might be surprised how many marketing people forget something as basic as phone numbers or web addresses.
I address this issue after looking through the ads in a recent publication I reviewed. I was astounded by the lack of information. I took the time to research the companies advertised. I found that websites existed for 50% of the companies, yet the address was not part of their ad. And, amazingly, these companies had great website that provided a wealth of information on their products, as well as company history. I also found some ads that didn’t list a phone number! Surprisingly, these companies that drove people to their website without providing a phone number, had websites which appeared amateurish and lacking great information. Sounds crazy, but it’s true. Since research processes and technology have changed over the years, a website has become the first way to attract potential customers after they see an advertisement. It gives them a chance to learn more about your company before phone calls are made. It is important to remember: you only get one shot to make a first impression!
Print ads need to provide potential customers confident, decision-making information. Providing important information at their fingertips is key to a successful print ad. It is wise to create a checklist of all the information necessary within the ad when designing a layout. Make sure to double-check the ad contents and spelling before submitting it for publication. If you have done all the work on the ad, be sure to have someone else review it as well. Sometimes a fresh pair of eyes offers a new perspective. Your website is a powerful selling tool! If it is designed and developed properly, but still missing pertinent information, you risk losing potential sales.
Lastly, the publications themselves should assist with noting missing contact information. The same publication reference earlier consisted of half page ads trying to sell businesses the advertising space and without proper contact information! They were missing a web address and a contact phone number. The publication’s editors missed these basic principles of marketing. Next time you’re looking at ads see what information is missing. Create a list of your findings and be sure to not make the same mistakes!
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