Advice from Angela Kambarian
A Few Ways to Stretch Your Advertising Budget
1. Order reprints and distribute them to clients and prospects.
When you respond to an inquiry, include a copy of the ad in the package.
Turn it into a product data sheet by adding technical details
and additional information. This way your reader will get double
exposure to your message.
Ad reprints can also be used as inexpensive direct mail pieces.
You can mail them along with a sales letter and reply card.
2. If the ad works, stick with it.
In this case there is no need to create a new one.
You should run the old one for as long as your
prospects react and respond to them.
3. Don't over-represent yourself.
If your literature is too fancy and intricate, it might hurt sales.
Always remember that the look, tone and image of your promotions
should reflect your product and your market.
4. Use article reprints as supplementary literature.
This will enhance your credibility and image.
5. Write a direct-action postcard pack.
I have seen single postcard mailing pull up to 500 inquiries.
6. Get the most of existing copy, photography or art.
Photos, layouts or copy for one promotion can be reused in
other pieces. For example, copy created for a corporate image
can be used as an introduction to the annual report.
Final Thoughts: You can reuse your ads over and over again.
As a result, you will save money and increase frequency.