Instead of leading with a compelling story or analogy here, let’s get straight to the point.
You’ll learn one crucial thing from reading this issue:
How to increase the return on your marketing dollars (ROMD) with print advertising.
This will save money in the long run and save you, the marketing manager, a lot of time.
I thought so.
Direct response – the only way to advertise
I’ve been harping on and on about direct marketing for the last few weeks – and for good reason.
Because it works.
It brings in leads and increases sales and revenue.
Now, I’ve been reading nanotechnology and microscopy trade journals for the past 7 years.
But always as a scientist. I was mostly reading the papers in these journals, occasionally taking cursory glances at the ads.
Since I became a copywriter, I now find myself paying more attention to the ads.
And not just in trade journals. Ads everywhere. But considering my audience, let’s focus on the trade magazines for this issue.
Most of the print ads I see in these trade magazines focus on staying top-of-mind with the scientists who read them.
If you’re placing an image ad in several issues in a row to stay “top-of-mind”, that’s a lot of marketing dollars to spend.
And to cap it all off, these ads focus mostly on the product and company… not the reader.
I can already hear the sales averse among you proclaiming: “but isn’t that what advertising in print journals is supposed to do?”
Well, if spending a ton of cash on ads and getting little in return is your idea of a result, then yes, mission accomplished.
Here’s what you do instead:
Make your ad a direct-response ad
You may not be asking for the order, but get your readers to do something.
I know most people reading this will think: “hey, we already include our contact details in our ads. What else do we need to do?”
If this is you, then you need to make some changes with your next ad.
First, have a dedicated phone number or landing page URL. Don’t just direct your readers to your website homepage. Too many distractions.
Having a landing page or phone number specific to your ad makes it easy to track response.
Also, the call-to-action (you do have a call-to-action, right?) and copy on both the landing page and the ad should be the same.
If you don’t have a call-to-action, it’s time to put one in. Tell your readers exactly what you want them to do, how they should do it and why.
Getting a response from targeted prospects should be your number one goal with print advertising (and any other form of direct marketing). Measuring and tracking your response is also critical because it allows you to tweak your ads, making them better over time.
When direct marketing is used, your ads generate more leads and sales over the long run.
And accelerating your sales cycle allows you to quickly make up the cost of advertising in the first place.
Next week, we’ll talk about a useful alternative to print advertising – one that will save you a ton of marketing dollars. Don’t miss it.
All the best,