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Are Your Advertisements Paying You?
If you spend more on your advertising — either month-by-month, or year-by-year — than your advertising returns to you in verifiable income, a reevaluation is necessary! Today there is an expanding array of advertising vehicles, and heavy reliance on print advertisements, or any other single media, should be reconsidered.
“Agents for different kinds of advertising tout their payoffs, but there is reason to doubt that a printed advertisement is any more effective in bringing in the right kind of client than another promotional option.... Beyond a listing or a minimal advertisement for identification purposes, it is doubtful that the larger and more expensive advertisements in the yellow pages bring in adequate numbers of clients with the ability to pay for service. Locales and market sectors may, however, differ substantially in their responses to print advertisements.”1
Now, this is not to say that the print media can’t pay dividends. However, Kethyr Solutions incourages a thorough marketing analysis to identify the positive and negative factors of the options available. Just because the print media have been used predominantly in the past is no reason to limit your marketing efforts and promotional funds to them... The probability of actual promotional benefits should be assessed objectively.
How You Can Create An Effective Advertisement
While it is our belief that there is no fixed means for determining your message, Walker, in Advertising and Promoting the Professional Practice, suggests five guidelines for achieving a positive response:
- Your advertising must be consistent if it is to attract the attention of present clients or patients, and reach new ones.
- It must create and stimulate a desire for people to purchase your special kind of service.
- It must offer the consumer a real dollar value — exceedingly important for adding new buyers to build volume.
- The advertising must convince readers, listeners, or viewers beyond the shadow of a doubt that they can obtain quality services and that their satisfaction is the most important object for you.
- Every professional service ad you run must project such a favorable image to the client or patient that he or she will make a special effort to have only you be the purveyor of those services.2
How Can Kethyr Solutions Help?
Kethyr Solutions follows particular rules in advertising because we know they work. C. F. Adams, in Common Sense in Advertising, details a few of them clearly:
- Before you pick up a pencil, pick up the facts. Detachment is fine, but ignorance is inexcusable.
- First make sure you have something to say that is worth saying. Then communicate it in a way that people can understand. Remember that too much creativity can often obscure a good message.
- Make certain that you are neither insulting your prospect’s intelligence nor offending his judgment. Remember that it’s better to impress a small audience than to offend a large one.
- Following the new leaders is just as dangerous as following the old leaders. Imitation may be the sincerest form of flattery, but in advertising, it can also be the shortest route to disaster.
- Make sure that the principle thought in your advertising appeals to a human emotion... Then use your talent and ingenuity to present that thought in the most intriguing and provocative way. Try to be different, but first try to be good!
- You must train yourself to communicate with people on their level, not yours. When a reader decides to look at your ad, he gives you a slice out of his life. You had better reward him by talking to him in his language. One nod from a consumer is worth two awards on the wall.3
Kethyr Solutions takes great pleasure and pride in providing our clients clean, attractive and professional advertisements that are guaranteed to make prospective clients want to purchase their products or service. Your advertisement will make prospective clients aware of the availability of your products or services, convey their accessibility and affordability, express their high-quality beyond any shadow of a doubt, and display the positive appearance and affable image you’d like to present of your organization and its professionals and support staff.
How the Process Works
We will first take any sketches, images and ideas you have and discuss with you the information you would like to include, and that needs to be included, in your advertisement. Then our graphic professionals will provide you several working drafts to generate additional ideas and determine the appropriate direction to take. Once the final design and layout has been determined, and the copy is complete, a high-resolution mock-up will be created, which again you will have a chance to approve. Any changes you request to the mock-up will be made and a final high-resolution version will be created, which you will have one last chance to approve and take with you or have final adjustments made. We can then refer you to various print shops or negotiate the best prices with our varying print providers on your behalf. We work with some of the best offset and digital printers, and are able to offer one of the widest selections of ink and paper choices around as well as negotiate some of the best prices possible. For your convenience and savings we encourage you to use us as your final print production provider. Either way, we will provide you the final files on CD in a variety of formats so you have them for any later reproduction. We are committed to not only creating a design that you are satisfied with, but one that you are proud and happy to have represent you!
Pricing
This process is billed at an hourly project rate of $35.00 to $55.00 per hour. Simple designs and situations where you provide most of the copy might be billed at $35/hr. and take 4-5 hours. Whereas, very complex designs, and situations in which you would like Kethyr Solutions to write most of the copy might be billed at $45/hr. and take 7-10 hours. These prices do not include the cost of printing, which will be included in the final invoice should you choose to have Kethyr Solutions be you print solution provider. Contact us for a free estimate!
(Click here to view a complete listing of our prices.)
Remember that advertising is just one promotional method available to you. See our Web pages on Marketing & Communications and Strategic Planning & Consultation for more information on complete promotional solutions.
Before you make any decisions, we are available to answer all of your questions. Let us help you make the best choice for your situation. Contact us for a free estimate and no-obligation consultation. If you're located in the San Francisco Bay Area, we will be happy to meet with you in person. For our other customers around the globe, we are only a phone call away! Click here to contact us for a free estimate.
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Thank you for visiting Kethyr Solutions. Please let us know how we may serve you better!
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