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How to overcome the underperforming ad

Tweak the layout of your ad in order to create a compelling message.

To start, you must determine where you can display your ad in order to make a profit. You want to choose a media outlet that will give you a good return on investment—preferably one that will allow the ad to run for a reasonable amount of time.

One of the most common places to find display ads is in the phone book. Even with the Internet, the yellow pages still has its fair share of fans and users, especially in certain markets. Local magazines and newsletters aimed at your target group are also good media outlets, and you can’t forget online.

That said, beware trying to make your ad work in daily newspapers. While the cost of ads in newspapers has dropped considerably, it is still quite expensive compared to other media outlets. Also, with only a limited time impression, the return-on-investment is rarely high enough.

Designing the Ad

Now that you know where you want to display your ad, here are some tips on how to create it.

First, your ad should incorporate the six key elements of any marketing message: headline, unique selling proposition, call-to-action, testimonial, contact information and a picture. Click here to read more.

Second, you need to consider the layout of your ad. There is a science to ad layout, so do not simply input your information wherever it fits. Instead, you need to consider the most important elements of your ad, and the sequence in which a reader should read it.

Most insurance professionals unknowingly sabotage themselves by plastering their company name in big type across the top of the ad. The reality is a prospect that happens to see your ad has no interest in your company name until they’ve decided to contact you. In other words, your ad must be client-centric—it has to be about them and the benefits they receive, not about you and your business.

Also, consider that your prospects will be reading the ad from the top left to the bottom right, thus you should begin your ad with an attention-getting, benefit-driven headline. For example, this article began with an intriguing headline that compelled you to begin reading. Your ad should do the same, so a key message should go at the top in big, bold letters.

Now that you have a prospect’s attention, you need to explain why he or she should work with you rather than anyone else. This brings us to your unique selling proposition (click here to read more), which should be positioned below your headline. Also, you may want to put your picture on either side of your unique selling proposition.

The next most important aspect of your ad is your call-to-action, which should be centrally-located below your unique selling proposition.

Finally, at the bottom of the ad you need to include your contact information and a strong testimonial. By the time the prospect gets to the bottom of the ad, they are  ready to know who you are and how to get in touch with you. If they aren’t convinced then a testimonial next to your contact information will hopefully push them over the edge.

You’ll notice when you follow this layout formula, your ad will include more copy than you had planned. That’s okay. Copy sells, and an informative and compelling ad will be different from the rest.

One final warning: Do not let any media salesperson talk you into a more aesthetically pleasing ad. They may tell you that you have too much copy or to add more graphics. Essentially, they’ll try to turn your ad into one that looks like everyone else’s, so stick to your guns, follow this advice, and you’ll be well on your way to having a profitable ad that works for you.

Scott Cantrell is the chief marketing strategist with Bottom Line Solutions, a leading sales and marketing firm providing cutting-edge methods, ready-to-use resources, and private coaching and consulting to insurance professionals across North America. To discover more prospecting methods, go to:http://www.InsuranceBottomLine.com/secretweapon.html