Off-the-Page Advertising Deal Killers
* Always put the return address on the order coupon—and on the ad itself. Consumers will frequently tear out a coupon and take it to their desk for an envelope and stamp, leaving the remainder of the ad with the old newspapers. If your address is not on the coupon, you have lost the order. No address on the coupon is a deal killer.
* Similarly, if the coupon has been clipped, another person seeing the ad might like to order. If the only address on the ad was on the missing coupon, the order is lost. Another deal killer.
* And—whether or not your ad has a coupon—be sure to put the 800-number in big, bold type and probably in more than one place.
The 800-number should be either at the top or the bottom of every two-page spread in big, bold, easy-to-read type. If a catalog shopper comes across an item of merchandise and wants to order it immediately, the number is right there. Forcing customers to go rummaging around in a catalog looking for the 800-number is a deal killer.