A discussion about sales, sales tips and advice, and about those who land the deal

I like to check in with marketing expert Bob Bly every so often for tips and strategies to improve sales and marketing messages.

I picked up some short, but very insightful, tips on improving the response rate to print ads that you might be running.  I saw two that jumped out immediately as great ideas to put into practice.  I think these are especially effective when it comes to Yellow Page advertising, by the way...

1. For a full-page ad, use a coupon. It will increase response 25 percent to 100 percent. Make the coupon large enough that readers have plenty of room to write in their name and address. And give the coupon a headline that affirms positive action. ("Yes, I'd like to cut my energy costs by 50 percent or more.")

2. Give your reader multiple response options. ("I'd like to see a demonstration," "Have a salesperson call," "Send me a free planning kit by return mail.")

3. For a "fractional" ad - a-half-page or less - put a heavy dashed border around it. This creates the feel and appearance of a coupon, which in turn stimulates response.

4. In the closing copy for your fractional ad, say, "To receive more information, clip this ad and mail it to us with your business card."

5. A bound-in business reply card appearing opposite your ad can increase response by a factor of two or more.

6. Instead of a headline that's cute or clever, use a direct headline for your ad - one that promises a benefit or stresses an offer of free information (e.g., a free booklet, report, selection guide, or other publication).

The bottom line: Sales ads have to work to cost-justify themselves.  These are easy to employ tips to make that happen.