Help wanted with advertising text for Design business

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Original Message Added : 11 Sep 2011

Hi guys

First poster here! I have my own graphic design company and I am intending to send out an advert targeting businesses who use agencies who charge over the odds and convince them to try me.

I dont think I can post the advert here but the end text I can copy/paste in. I just wondered if people could suggest if it was okay or any changes?

We are xxxxxx Design, a small innovative design company based in Devon. We are aware that many companies use large advertising or design agencies, spending over the odds for their design work. We want to change this. For example, unlike agencies, we often offer unlimited amendments to our clients as we appreciate how projects need to be flexible. We would like to give you a quote for any upcoming design projects you may have. Please contact us just to discuss your needs - we are very friendly.

Thanks

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	Simon L from Lawtz Design
Location :	Newton Abbot
Joined :	11 September 2011
Contact :	Send Private Message
Posts :	2 ( 0)

Reply : 11 Sep 2011

I think it best not to compete on price. Plus, more importantly, a design agency which works closely with its clients will hopefully have less need for unlimited amendments.

Design is about communication. It is either good or bad.... and the latter tends to be cheap.

One of the larger agencies I used to work for in London ran an advertising campaign which I always thought was excellent. It was featured in in-flight magazines and used the headline:

"Don't waste your money on Design"

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	Mark Wing from Interrelated
Location :	Twickenham
Joined :	25 September 2008
About :	Branding, Marketing and Communications expert
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Posts :	32 ( 23)

Reply : 11 Sep 2011

Thank you for your input, I will definately take that on board when putting the final advert together.

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	Simon L from Lawtz Design
Location :	Newton Abbot
Joined :	11 September 2011
Contact :	Send Private Message
Posts :	2 ( 0)

Reply : 12 Sep 2011 - (Edited : 12 Sep 2011)

Hi Simon,

This post reminded me of a Dan Kennedy article that I read recently that very succinctly reminds us of how to format a proper promotion. You would do well to take the following on board. If you are not familiar with direct response marketing then click on the link below I'll send you a free eBook. Otherwise you may waste both time and money sending out your current promotion.

Steve.

Article:

How to Make Sure Your Advertising Produces

by Dan Kennedy

Here are seven of my tips (in no special order) to make sure that your advertising copy works:

Translate features into benefits. Don't just give information and assume that the reader will interpret.
Example, front-wheel-drive is a product feature on an automobile. In advertising that car it would be a great mistake just to say that and assume that the reader knows why front wheel drive is a desirable feature. The advertising has to go on to explain the benefits of front wheel drive - safety, improved cornering, improved braking, better mileage and so on.
Write from the 'you' perspective not the I/we we perspective. Say, "You will benefit greatly from the extraordinary durability." Don't say, "We build the most durable."
Communicate creditability. Credibility can be demonstrated with length of time in business, the size of your company, the number of customers served, testimonials from satisfied customers, your membership and influential associations, guarantees and warranties, and all of these things combined.
You can use dramatic license. You should not deceive or misrepresent anything but you can dramatize it.
Here's an example you're familiar with. Remington's president said in the commercials, "I like this Remington shaver so much that I bought the company."

Well that's silly. That man is a shrewd, astute, experienced business person and I assure you that his acquisition of Remington was based on careful analysis of many different factors, also including the quality of the product. But his statement is at least partly true and is a dramatic way of talking about product quality. That's dramatic license.
Remember that stories sell, facts only tell. Whenever you can use first person stories, third party stories about customers, and anecdotes to make key selling points, do so. Stories sell, facts only tell.
Don't be afraid of long copy. Ad copy should be long enough to tell your story effectively and persuasively. One of my most successful sales letters is 42-pages long.
Utilize the writing technique of double readership path. This is really quite simple but extremely important. The idea is to understand and reach both ends of the spectrum of consumer behavior.

Analytical behavior versus impulsive behavior. The analytical person will read lengthy copy and is interested in as much information as possible. The impulsive individual lacks the patience to read lots of copy and wants to get the message quickly. When you organize your copy and format you should communicate the important points of your message in only the headlines, subheads, photo captions, and response device so the impulsive person can quickly skim, still get the message, and take positive action.

Now you have them. Seven of my tips to make sure your advertising works.

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	Steve Crane from Better Business Results Ltd (UK)
Location :	Burgess Hill
Joined :	24 September 2008
About :	Advertising and Marketing Expert
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Posts :	192 ( 147)

Reply : 13 Sep 2011

Good post Steve, certainly along the lines of what we've been telling clients for a while now. Too often people focus on talking about themselves and not what they can offer the customer.

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	Rob Moriarty from WSI Polaris Digital Marketing
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About :	We can drive traffic to your website and boost revenue - get in touch today!
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Reply : 24 Sep 2011

IF all else fails...Use Incentives..you only have to look at the growth of Groupon!!

Coupons Work!! and if they are FREE !! then as Peter Jones, often says!!

its a NO Brainer!! need I say more..

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	Malcolm Brownson from Reservations 4 U
Location :	Southport
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About :	Luxury Accommodations!! Regardless of Destination!!
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