Paperitalo Publications

9 Oct 2015

IN THIS ISSUE

Some Reasons Why Ad Campaigns Sometimes Fail

Older Issues

More marketing resources

This objective of this newsletter is to clarify and debunk the world of electronic advertising. If this does not interest you or is not in your line of work, please kindly unsubscribe below. We certainly don't want to clutter your inbox with irrelevant material.

OCTOBER SPECIAL - Don't Miss Out!!

March 2016 is our Maintenance Month. We are offering 50% off our advertising schedule for our Maintenance Monthly Special. This offer is valid through 31 October 2015 with commitment and payment received by 31 October 2015.

Call Helen Roush at 937-403-8602 or email her at helen.roush@taii.com to learn more.

Some Reasons Why Ad Campaigns Sometimes Fail

One of the most common reasons why some ad campaigns fail is simply that the message the advertiser meant to convey is not clear. What are the ads actually saying? An ad that merely trumpets the advertiser's name and a claim such as "We Repair Gizmos," is not likely to motivate a buyer (unless that buyer is absolutely desperate to find a gizmo repairman). Far better would be some compelling copy that includes information about gizmos, their proper repair, and the advertiser's track record in making those repairs.

A second reason for the failure of ad campaigns is the failure of the advertising to answer the question, "What do you want them to do?" Some ads, for which the advertiser paid good money, are little more than announcements that the advertiser exists. A company name, logo, address and telephone number will do nothing motivate a buyer. Far better would be an ad that invites prospective buyers to call your free calling number to talk about the high cost of gizmos and how to keep them in service longer. Read your ad copy and ask about it, "Does it convey clearly what I want them to do?"

Another reason why some ad campaigns fail is the failure to remember FAB, which stands for the trio of features, advantages and benefits. Too many advertisements simply present features of a product or service and present no reasons why prospects should be interested in those features. Features should always be followed by the advantages to be found in those features. And those advantages should clearly present a benefit, something of value to the prospect. Remember FAB: features that deliver an advantage that means a benefit to the buyer.

Failure to correctly select a proper audience for advertising messages is one glaring reason why some ad campaigns go nowhere. The audience for messages delivered by Paperitalo Publications over the Internet is not only going to people involved in pulp and paper manufacturing, they are going to people who actively seek out the news and information about the industry that we convey 24/7. We are delivering pulp and paper news and information to people who are seeking pulp and paper news and information.

Chuck Swann is Senior Editor of Paperitalo Publications.

For more information on Paperitalo Publications, feel free to contact:

Curt Gifford

cgifford@taii.com
770-367-4823

Helen Roush

helen.roush@taii.com

937-403-8602

Jim Thompson
jthompson@taii.com
678-206-6010

Older issues....

2 October 2015 Issue

25 September 2015 Issue

18 September 2015 Issue

11 September 2015 Issue

4 September 2015 Issue

30 January 2015 Issue

23 January 2015 Issue

16 January 2015 Issue

9 January 2015 Issue

2 January 2015 Issue

26 December 2014 Issue

19 December 2014 Issue

12 December 2014 Issue

5 December 2014 Issue

28 November 2014 Issue

21 November 2014 Issue

14 November 2014 Issue

7 November 2014 Issue

31 October 2014 Issue

24 October 2014 Issue

17 October 2014 Issue

10 October 2014 Issue

3 October 2014 Issue

26 September 2014 Issue

19 September 2014 Issue

12 September 2014 Issue

5 September 2014 Issue

More Paperitalo Resources on Marketing...

Thoughts on Marketing, Episode 1

The need for marketing, no matter your business.

Thoughts on Marketing, Episode 2
One of the most effective marketing tools--if you have the patience.

Thoughts on Marketing, Episode 3

The power of the QR Code and other techniques.

ABOUT PAPERITALO PUBLICATIONS

"Paperitalo" (pop-er-ree-towel-o) is Finnish for "Paper House." We produce and distribute, electronically only, many publications dealing with all matters in the pulp and paper industry worldwide. You can see a list of these here. Additionally, we broadcast live, and in podcast form, from Pulp and Paper Radio International.

Our print publications are the highest ranked publications in the pulp and paper industry worldwide according to alexa.com. We publish our and our major competitors' Alexa rankings each month here.

We currently experience around 20,000-plus clicks, or as we like to call them "touches", every day from around the world. This means on average, every minute of every day, slightly more than 14 people choose to click on to one of our publications or podcasts.

Paperitalo Publications, LLC
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010

Vice President, Publisher & Editor--Steve Roush

Sales & Account Manager--Curt Gifford

Regional Sales--Art Burgess

Vice President, Sales & Communication Sciences--Helen Roush

CEO & Executive Editor--Jim Thompson

Administration Manager--Allison Gifford

Paperitalo Publications
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010