Personal Fitness Professional - June 2008 - (Page 27)

Ad Essentials An advertisement typically has a ﬂow of how the reader comprehends the ad. The ﬁrst two elements a reader is drawn to are the headline and image. Then a subhead, which is somewhat a payoﬀ, compliments the headline. Next, the reader will follow to the body of the advertisement. This body copy is where more details of what you are selling should be spelled out. Don’t be afraid to elaborate on some details — interested readers will need to know enough information to want to go to your website or call for more information. Do not let your ad get overcrowded or ﬁlled with copy. It’s okay to have blank space. The last thing readers should see includes the company logo, contact information and call to action. It’s how you want the reader to connect with you, such as via a website or tollfree number. A fantastic way to track your leads and sales is to designate a speciﬁc call to action. For example, purchase a phone number that is printed only on advertisements, purchase a separate web address and link it to your existing website, create a diﬀerent oﬀer in each advertisement, or test two diﬀerent creative ads to see which drives more leads and sales. Of course, you can always do it the oldfashioned way and ask the lead where they learned about your business or product. Tracking is just as important as placing the ad. Since ad space is a signiﬁcant expense, why not create trackable leads so you know where your advertising dollars are paying oﬀ? This will help you narrow down the successful areas to advertise. Make sure your ad is placed in appropriate mediums. There are many venues to place ads: local newspapers, county newspapers, magazines, trade journals, business forums, etc. If you are a small business and have a small budget, place ads locally in small-town papers, school boosters or boards where local businesses can post or advertise. If you have a bigger budget, consider full-color ads in speciﬁc trade publications or larger coverage area publications, such as Living or Parenting magazines. There may be special magazines or issues geared towards your business, such as sports or health magazines. It’s imperative to build relationships with the sales representatives that sell the ad space. They can aﬀect your ad placement in a magazine, negotiate fees if possible and alert you to special releases or an issue that may tie into your product or company. Always ask for the editorial calendar so you can see where you can best plug in your ad. When it comes to ad size, the bigger the better, initially. Don’t waste your money paying for a tiny ad. With that little space, you cannot get much of a message across. The bigger, more creative and colorful ads get the attention! ➤ JUNE-JULY2008 · WWW.FIT-PRO.COM 27 http://WWW.FIT-PRO.COM

Table of Contents Feed for the Digital Edition of Personal Fitness Professional - June 2008

Personal Fitness Professional - June 2008 Contents Letter From the Editor, Writers To Franchise Or Not To Franchise? Current Controversies Insuring Success Case Study Exercise Spotlights Raising Rates Through Better Session Design Mark Your Calendar The Perfect Ad The Movement Triad Exercise Spotlights Product Profile New on the Market Spotlight: Brian Boyle

Personal Fitness Professional - June 2008

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