"If you don't drive your business, you will be driven out of business."

-- B. C. Forbes, Founder of Forbes Magazine  

by Jami Petersen

Last week's feature article discussed five of the ten guidelines for advertising success. Spend some time this week reviewing guidelines 1-5, and learn about guidelines 6-10. You'll get great ideas and suggestions for new methods of advertising and how to improve upon your current marketing efforts. Your current goal should be bringing new customers into your store and after this week, you should be armed with the knowledge of new ways to meet that goal.

Jami Petersen
newsletters@a-z.com

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Memory Mixer 

Bring in a NEW crowd! Broaden your customer base with MemoryMixer.

Digital Scrapbooking is the latest trend. Make sure you have what people are looking for.

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memorymixer.com

by Dennis A. Conforto, A-Z Media Group, Inc.

Last week we discussed the first half of our list of 10 guidelines to contribute to your advertising success. To review, the first five guidelines are:

1. If your advertising isn’t working – STOP IT!
2. Understand how direct response advertising works.
3. Testing and Measuring are a must.
4. Your headline is the most important part of your ad!
5. Remember the advertising rule known as AIDA.

This week we’ll discuss the final five guidelines for advertising success.

Benefits, benefits, benefits!

One of the principles that should drive all of your marketing campaigns is communicating the benefits of your product or service. The copy of your ad needs to be a personal communication to the individual reading it and it needs to be about them. The ad needs to address their needs, desires and fears and it needs to constantly communicate the benefits of what you are offering.

Nobody will buy anything from you until they have first understood how they will benefit from what you have to offer. Here’s a useful tip: When you’ve written your ad, imagine stepping into the shoes of your prospective customer. From this perspective does the ad fully convey what the benefits are? If not, go back and fine tune the ad until it feels right.

Don’t advertise on a left hand page!

This one piece of knowledge can turn an unsuccessful ad campaign into a successful one. This has been tested again and again. When you read a publication, your eyes are drawn to the right hand page as you flip through. Statistically, more people will see your ad if it’s on the right hand page.

If you look at the big national magazines and newspapers, you will see that most of the large advertisers are on the right hand pages. The few that appear on the left hand pages will be paying less because their advertising agencies know that fewer people will see the ad.

read the entire article...

If you would like to comment directly to Dennis about this article or have him address a subject matter in future articles feel free to email him directly at dconforto@a-z.com.

PSRO 

Dedicated to those helping consumers preserve treasured memories.

The Professional Scrapbook Retailers Organization™ (PSRO™) bridges together retailers and suppliers for insight into the memories market.

Through educational programs, business services, industry research, networking, and events, PSRO leads its members to discover, understand, and act on new business opportunities.

For more information, or to join PSRO, visit www.psro.org or contact our member service department at 517-788-8100.

Canon Contributes $150,000 to the American Cancer Society® to Fight against Breast Cancer

Did you know that an estimated one in eight American women will be affected by breast cancer in their lifetime? Canon U.S.A., Inc., a leader in digital imaging, and tennis superstar Maria Sharapova today announced, the Company's "Pink" campaign, which will help raise awareness of breast cancer. Canon has created a special "bundle," including a PowerShot SD1100 IS Digital ELPH camera in pink melody, a SELPHY CP760 Compact Photo Printer, also in pink melody, a pink ribbon charm and a mammogram reminder magnet, provided by the American Cancer Society® (the Society).

The Company's "Pink" campaign celebrates Canon U.S.A.'s 10-year support of the American Cancer Society Making Strides Against Breast Cancer®. For the month of October, Canon U.S.A. will contribute $150,000 to the American Cancer Society® in recognition of breast cancer awareness month, which will benefit the Society's breast cancer awareness, research, patient service and advocacy programs.

"Breast cancer is an important issue that affects too many women and it is critical to generate awareness, educate people about this disease and the importance of early detection and yearly mammograms," said Maria Sharapova. "I am proud to partner with Canon on this cause."

"We are proud to be a 10-year supporter of the American Cancer Society, working together on such an important cause," said Yuichi Ishizuka, senior vice president and general manager, Consumer Imaging Group, Canon U.S.A. "The Society's commitment and dedication to fighting cancer through prevention, research, education and service is unparalleled."

To learn more about Canon U.S.A.'s continued commitment to fighting breast cancer, visit www.usa.canon.com. To purchase a bundle kit of your own, while supplies last, visit the Web site at www.canonestore.com/pink. For additional information about breast cancer, visit www.cancer.org.

About Canon U.S.A., Inc.
Canon U.S.A., Inc. delivers consumer, business-to-business, and industrial imaging solutions. Its parent company, Canon Inc. (NYSE:CAJ), a top patent holder of technology, ranked third overall in the U.S. in 2007†, with global revenues of $39.3 billion, is listed as one of Fortune's Most Admired Companies in America and is on the 2007 BusinessWeek list of "Top 100 Brands."