I know that I have rabbited on about the wasteful use of advertising space and I’m going to do so again regularly for a while!
And it’s simply because here, in desperate-to-recover-Victoria, both government and business are throwing money at ill-thought out schemes to promote business revival in the regions.
The strategy seems to be to spend money on full page, 4-colour advertisements with beautiful pictures saying very little.
Now, I’m sure that they can buy the space at a pretty steep discount but that shouldn’t mean that it’s wasted.
And these adverts are usually wasted because they do very little to encourage people to buy (and getting sales ticking over is the only real measure of success).
Take this beautifully pictured shameful example:
A full page picture of a women, some goats and some cheese with a few bland lines of not very encouraging copy, certainly giving no “reasons why” to go there and spend money.
So, more convincing copy is one thing that must be used.
But why not fill some of the space occupied by those two big pretty pictures with another 10 -20 well written, sizzling copy paragraphs about other places, vendors or products that would get trickles of dribble running down the chins of readers itching to get up there and spend money.
Pretty easy stuff for good copywriters! It can produce very profitable results for great businesses!
More than pretty pictures ever will!
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