RASCIL: improve your print ad response

Despite the rise and rise of online advertising and it's importance for small businesses (more on this to follow in due course), there is still a place for print advertising.

Print advertising - using Friday-Ad and other newspapers, magazines etc - can be a great way of getting customers 'through the door', but only if your adverts are saying the right thing.

The costs of print advertising can be quite high, so you need to make sure you are maximising the response which in turn will help you to analyse the ROI (Return On Investment).

Adverts that contain all of the information required to make the customer decide to respond to you are valuable to you, otherwise it's a wasted opportunity (and a waste of your money).

One way to ensure that you are including the right information in your ad is to follow the rules of R.A.S.C.I.L. Here's a quick summary of what this is and how you can use it to help create the right advert for your business. Please note that some of these things may not apply directly to you, but can be adapted to suit...

Reliability
Authorised products and services
Safety and Protection
Completeness of service
Illustrations
Location

Reliability
People buy from people they trust, so mention how many years you have been established, size of firm, locally owned etc.

Authorised products and service
These are things that give the customer confidence. Use brand names, certificates and qualifications, credit card logos and mention if you are an 'Authorised Dealer'.

Safety and Protection
These help to prove to the customer that they cannot lose out - things like guarantees/insurances, licences/certificates and memberships of trade associations.

Completeness of Service
State what your USP or Unique Selling Point is. List your products and services and show the process the customer can expect from beginning to end - Pre-purchase advice, personal service and after-care advice.

Illustrations
Images can bring adverts to life and make products real. Use product pictures, photos of staff, buildings, vans etc, company and other logos.

Location
This is all about where to find you and how to get in touch. Use maps, landmarks, directions, parking, address, phone number, email, Skype address and website URL.

To find out more about creating great print adverts that work call the Friday-Ad team on 0844 871 6604 or email us. We offer a free advert design service as well, so you give us the content from above and we'll create you an eye-catching ad.