16 Ways to Generate More Advertising Leads

Your management—which ultimately decides your marketing budget—probably judges ads by counting the inquiries they bring in. But lead-generation techniques are quite different from (and, often, destructive to) brand awareness advertising. Luckily, you can adjust your advertising both to increase your advertising’s lead-pulling power without decimating its image-building capabilities. Here are 16 ways how:

  • Make sure that your advertising includes a call to action. Tell your reader to phone, write, contact his sales rep, request technical literature, or place an order.

  • Offer your reader information, such as a color brochure or catalog. Describe its features—a selection chart, a planning guide, or usage tips.

  • Give your literature a title that implies value. “Product guide” is better than “catalog.” “Planning kit” is better than “sales brochure.”

  • Include your address in the last paragraph of copy and beneath your logo, in easy-to-read type—and place it inside your coupon, if you use one.

  • Print a toll-free number in your advertising, in extra-large boldface type. And use the phrase, “Phone toll-free.”

  • Use a coupon in every full-page ad. It will increase response by 25% to 100%.

  • Print your coupon large enough so that your readers have plenty of room to write in their names and addresses—and give your coupon a positive headline, such as “Yes, I’d like to cut my energy costs by 50%.”

  • Give your reader multiple response options. For examples, “I’d like to see a demonstration,” “Have a salesperson call,” “Send me a free planning kit by return mail.”

  • For a fractional-space ad of a half-page or less, print a heavy dashed border around the ad. This creates the feel and appearance of a coupon and stimulates response.

  • In a fractional-space ad’s closing copy, say something like, “For more information, clip this ad to your business card and mail it to us.”

  • A bound-in business reply card opposite a space ad can increase response by a factor or two or more.

  • A headline that promises a benefit or expresses an offer of free information almost always out-pulls a headline that is cute or clever.

  • Offer a free booklet, report, selection guide or other publication—or a free-for-the-asking gift, or a product sample, or a no-cost consultation—in the headline of your ad.

  • In a two-page ad, run copy describing your offer in a separate sidebar.

  • Make sure that magazines include a reader service number in your advertisements.

  • In a full-page ad for multiple products, have a separate reader service number for each product or piece of literature featured in the ad. And flag the reader toward the ad’s reader-service number.

See also:

Advertising Copy Home Page

Marketing Tactics Home Page

Marketing Home Page

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