Some thoughts and tips on advertising.
1. Give a deadline for ordering
2. Warn of a price increase
3. Establish a trial or introductory period
4. Offer a gift or premium
5. Offer a free sample
6. Offer a no-risk trial
7. Offer an "un-advertised special" or "secret offer"
8. Use "not available in stores"
9. Offer an upgrade
10. Throw in supplies
© 1996 by, and compliments of American List Counsel.
Once your copy is tight and polished, check the ad for the following:
1. Are the headline, visual and copy working together?
2. Will the headline capture the reader's interest?
3. Do the headline and subheads present all the key selling points to the skimming reader?
4. Is there a strong transition between the headline and the body copy? Does it identify the target audience?
5. Is the supporting evidence presented adequately? Is the information sufficient to convince the reader to take the next step?
6. Does the closing statement fit well with the rest of the document? Does it bring the discussion to a logical and graceful conclusion?
7. Is the call to action strong and clear? Does it persuade the reader to act?
Adapted from Janice M. King's, Writing High-Tech Copy that Sells.
short
easy to pronounce
easy to remember
pleasant to the ear
inoffensive in all languages
preferably have a positive connotation
preferably communicate a benefit
registerable (not already taken)
The visual side of your identity is about logos, symbols, wordmarks, typography, corporate colours. A well-designed logo and visual identity is visible evidence that you've made an investment in your organization. It demonstrates that management has a strong self-image, a direction for the future, a commitment to high standards. Generally speaking, your visual identity falls into one of the following three categories:
House
You use one name and one visual style throughout (Examples: The Bay, Pizza Pizza, BMW).
Branded House
You have a group of activities, companies or products that you endorse with your group name and identity (Examples: Corel Corporation, Bell, General Motors)
House of Brands
You operate through a series of brands that may be unrelated either to each other or to your corporation (Examples: Proctor & Gamble).
Ingredients of a winning visual identity:
be unique
be timeless
convey the characteristics of the organization
be easy to reproduce in all materials and sizes
work well with other symbols and marks used by the organization
be flexible; work on business cards as well as signage
be appropriate for the different parts of the organization
be acceptable in every social and religious culture that you operate in
consistent quality
a name that sums up the qualities of the product sold
bold, clear, well-focussed packaging
imaginative, highly visible promotion