Ready for a pop quiz?
Answer the following questions with a True or False and then check your answer below.
- Your ad needs to be large to generate a good response.
- Use a lot of “white” space because people will not read crammed copy.
- Ads with black text on a light background get a better response than white text on a black or coloured background.
- The best section for your ad is always where your market is seeking this type of product or service (e.g. travel section for holiday packages).
- Long copy is better than short copy.
- Watch what the big guys are doing and follow their techniques
Answers to Advertising IQ
Your ad needs to be large to generate a good response.
False. Some small ads dramatically out pull the big ones. Many of the most successful ads in history were quite modest in size.
Use a lot of “white” space because people will not read crammed copy.
False. Some very effective ads are packed with so much information that they look pretty awful – yet they make the telephone ring and they sell a lot of products and services.
Ads with black text on a light background get a better response than white text on a black or coloured background.
True. Ads in reverse print, when tested against traditional layout, generate significantly less interest (and fewer calls).
The best section for your ad is always where your market is seeking this type of product or service (e.g. travel section for holiday packages).
False. Some of the highest quality leads you can generate are from people who are not actively looking for your kind of service or product. While it is good to have some ads in a relevant section, sometimes it can also get lost in the clutter!
Long copy is better than short copy.
True. People who are not interested in what you have to offer will be bored, but those who are interested will read every single word, even if it is long copy (unless it is boring copy).
Watch what the big guys are doing and follow their techniques.
False. Large companies have different objectives and quite often expect different results from their advertising than do small businesses. Small businesses must generate leads and should be using creative approaches and 2-step advertising techniques.
Cidnee Stephen is the owner of Strategies for Success – a marketing company that focuses on the needs of budget-minded small businesses and professional services. She has helped hundreds of small businesses get out of their peak and valley ruts to finally achieve that next vital level of success. Cidnee is also a sought-after speaker, writer and blogger on marketing topics that affect small businesses and B2B service based operations.
If you would like to build a system to reach those goals quicker, check out Cindee’s Speak for Leads & Expertise Program.