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10 Steps to Doubling the ROI From Your Print Advertisements

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“Half my advertising money is wasted. The problem is that I don’t know which half”, said William Lever, founder of Lever Soap Company back in 1886. Sadly, well over a century later, it’s estimated that 50 percent of advertising budgets are still wasted on programs that don’t produce a meaningful response. Yet, marketing executives are being held increasingly accountable to deliver greater, more predictable, and measurable returns on investment from their advertising spend, according to Forrester Research. While some marketers grow increasingly frustrated with declines in response rates to their traditional print advertising and shifting their focus to digital channels, others have discovered how to “crack the code” and are achieving new highs in response rates and returns on investment through properly integrating the offline and online channels. This guide aims to provide the practical, yet frequently overlooked, tips and critical action steps to dramatically increase the response rates and maximize the returns on investment from print advertisements.

1. Use “eye candy” to grab readers’ attention.

With so many distractions today, capturing customers’ attention with an ad has become as much science as art. While a great picture can tell a thousand words, studies show that wondering eyes automatically gravitate more towards pictures than words. Use a relevant, high contrast image that supports your core message. So don’t make your audience “work” – read more than is absolutely necessary. Use a picture whenever possible to enhance your offer. Pictures of people and smiling faces are very effective.

2. Gain readers’ interest with a benefit-driven headline.

If your image succeeds in capturing your readers’ attention, the rest of your ad copy must gain and keep their interest – that’s where your headline plays a pivotal role. Think of your headline as “an ad for your ad”. Its sole purpose is to captivate your audience and “sell” them on reading the rest of your ad copy. Eyes automatically gravitate towards large, bold text. Therefore, be sure your headline stands out from the rest of the ad copy. Focus on your offer’s key benefits. Most readers are “skimmers” and will make a split-second decision about whether or not to keep reading. A “skimmer” should be able to get the “gist” of what the ad is about by the picture and headline (and subtitles if applicable). Books have been written on the topic of writing effective headlines. Refer to a few and them by your side for creative inspiration.

3. Use bullets and callouts to build desire for your offer.

Readers are “skimmers”. Avoid long, small-type paragraphs. Instead, bullet out your offer’s benefits whenever possible. Newspapers like the New York Times and Wall Street Journal are written at an 8th grade level to make the content easier to consume. So present your offer’s benefits in an easy-to-digest manner. Use color and call-outs to deliver the most relevant points.

4. Include a clear call-to-action (CTA) to drive response.

If your ad succeeds at capturing your audience’s attention and interest, be sure to provide a clear, concise call-to-action; tell them what to do next. Don’t leave it up to them to guess what they should do next. If you want them to call a phone number or visit a website, say so. And be sure to include the benefit of doing so. An extra incentive can instantly increase response rates. For example by applying an expiration date to your CTA, you can instill a sense of urgency and further increase response. If you’re selling flowers, for example, your CTA might be to visit your website and offer a coupon code with an expiration date.

5. Offer readers multiple options to respond.

Providing readers multiple options to respond to your ad can not only dramatically increase your overall response rates but also increase the value of your response. A Direct Marketing Association study found that customers who buy from two channels (vs. just one) are between 20 and 60% more valuable, while triple-channel buyers are 60-125% more valuable. Ads that provide readers the option to respond by calling a phone number or by visiting a web page tend to get higher responses than identical ads that offer only a single option.

6. Use unique phone numbers and call tracking.

Displaying your main company phone number in your ad is sure-fire way to keep yourself guessing about the performance of your ad. Instead, use unique phone numbers with call tracking. By assigning a unique number to each of your ads, you can accurately test and measure which ads generate the best response. You can view reports to analyze the data and adjust your advertising to increase the overall ROI. This is critically important for new ad campaigns.

7. Use a landing page and PURL.

Most advertisers today already get it. Displaying a website address in a print ad increases response rates. But where many ads fall short is by display the link to their website home page. For better results you can measure and repeat, drive customers to a unique web page, specifically designed to complement your ad, also known as a “landing page” or “micro site” using a personalized URL, or “PURL”. This method is proven to provide a better user experience and increase conversion rates. Sending customers to your home page and making them hunt through your website for the offer they’re interested in is a sure way to aggravate them and lose sales.

8. Build your “hot prospect” list and nurture it.

Studies have shown that the majority of prospects don’t convert into customers the first time they’re exposed to a brand, product or service. Conversions increase over time as prospects are repeatedly exposed to an offer. Since the majority of visitors to your landing page won’t immediately convert, provide an incentive that gains you their contact information. Assuming 5 percent of visitors to your landing page immediately convert and another 10% take advantage of an incentive and share their contact information, you’re building a highly valuable database of prospects and customers. Nurturing those prospects with routine email offers further increases conversions over time – effectively increasing the ROI from your print ad.

9. Test, measure and optimize.

The saying, “you can’t manage what you can’t measure” doesn’t ring more true when it comes to direct response advertising. Create variations of your offer using live A/B tests to determine the best response. You might determine mid-campaign that one version of your landing page is clearly outperforming the other and redirect all traffic to the winner to maximize conversions. To make all this possible you must, of course, properly install and configure a web analytics program and understand how to interpret the data. Using PURLs, you can clearly see how visitors behave; how long they stay, where they click, how many convert, etc. – providing you the hard data you need to eliminate the guess work.

10. Confidently modify your print ad for maximum performance.

Properly analyzing the data contained in web analytics and performance reports will clearly indicate how visitors respond to a given offer and interact with the content. This valuable insight can then be confidently applied to the design of future print ads to incrementally improve response rates and maximize advertising ROI.

While any one of tactics described in the “10 Steps to Doubling the ROI from Your Print Advertisements” guide can produce immediate measurable results, you can expect the greatest positive impact from a comprehensive approach. Using this guide you can gain value and advertise with greater confidence.

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Finance

How To Start A Roasted Corn Business

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Corn roasting is a simple yet very profitable small investment business. The successful corn roasters make full time living working just the summer months.

To start a roasted corn business you will need to acquire permits and business licenses from the health department and from the state. The following is a typical checklist to start your business.

1. Decide the size and the scale of the operation.

2. Decide on the menu for your concession business.

3. Purchase your equipment and tools.

4. Register your business.

5. Apply and obtain all the required licenses and permits needed to run a food concession business.

6. Secure events and have fun running your concession stand.

Permits, Licenses, and Inspection

Every state has laws governing business licenses and permits. Most likely, you will have to register your business with the state agency, so you can do business in the state. A tax ID number, business license number, and tax registration number can be issued to your business, depending on the state in which you are operating. You should verify with the city or county that the business location is zoned for that activity. You must have commercial liability insurance, both for your business and for your vehicle and trailer.

Health Department and Food safety

As a business owner and a food worker, you will be preparing food for other people. Contact the health department of your county or state to receive a copy of a food safety guide that will help you greatly in learning more about food safety. Roasted corn is considered a less hazardous food, but if you are going to sell potatoes and turkey legs you may have to pay higher fee.

Start-up Costs of a Corn Roaster Business

Brand new corn roaster with warranty: 10,000-$12,000.

Used corn roaster: $5,000-$8,000.

Additional equipment and accessories: $1,200-$2,000.

Used van or truck: $2,000-$10,000.

Food cost for first two events: $300-$1,000.

Event sign-up fee: $800-$3,000.

Fuel, utilities, and miscellaneous: $200.

Equipment Required to Start a Corn Roasting Business

A professional corn roaster, minimum 200-500 corns per hour.

Hot plate for melting butter

Steam table for storing cooked potatoes and turkey legs.

Two 20-lb. propane tanks

Fire extinguisher

Commercial quality tent

2 tables,

Hand washing unit (portable) very easy to assemble one

Mics. Little things

Google “Corn Roasters” and search for companies that will help you get started before buying the equipment if you are strapped for cash. One of the company Texas Corn Roasters help.

How to Find Events and Festivals

There are many sources for finding festivals and events, such as your vendor friends, the local Chamber of Commerce, auto racing, fairs and festivals, flea markets, rodeos, and theme parks. The Internet is one of the greatest sources for finding events. Many good sites provide this information. Always send a professionally done proposal with your application if you want to beat the competition.

Suppliers and Producers

Suppliers and produce wholesalers are your key to success in this business. You cannot afford to buy the food from retailers, so you must find producers capable of providing you quality food at wholesale costs. Every state and big town has a local supplier who delivers food supplies to local restaurants. “Wholesale food distributor” in the Yellow Pages is a good place to start. Corn is cheap if buy from a wholesaler.

Serving food at the festival

The way you serve can also improve your business. You will need certain condiments for every item you server. For instance sale, black pepper, Cajun spice, garlic powder, lemon pepper and more.

Signage

You have probably heard the saying “flash is cash.” It is very true when it comes to the festival business. You could have the most delicious food, best prices, well-trained staff, and a festival with thousands of people. If your booth fails to attract customers,, it is probably the poor signage.

Tribal knowledge

Like many other small profitable business the roasted corn business is run by tight lipped vendors who do not share tribal knowledge. There are not any website, or sources for a newbie to find any information. The tribal knowledge could help you make extra 25K a year. There is a very helpful book “Earn an entire year’s living with corn roaster”, that covers this business with very granular level of details. It is worth buying.

If you plan on making your concession business a full time job, consider an RV that can tow your corn roaster trailer and getting on the list of concession vendors that follow a fair rout.

Accounting and numbers are also very important aspect of this business. Festival Concession business offers financial and personal freedom like no other small business does.

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Finance

Digital Infrared Thermal Imaging In Medical Therapy

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Digital technology now makes Digital Infrared Thermal Imaging available to all. There now is a completely safe test that can aid in diagnosis, treatment and monitoring with absolutely no risk or radiation exposure.

DITI, or digital infrared thermal imaging, is a noninvasive diagnostic test that allows a health practitioner to see and measure changes in skin surface temperature. An infrared scanning camera translates infrared radiation emitted from the skin surface and records them on a color monitor. This visual image graphically maps the body temperature and is referred to as a thermogram. The spectrum of colors indicates an increase or decrease in the amount of infrared radiation being emitted from the body surface. In healthy people, there is a symmetrical skin pattern which is consistent and reproducible for any individual.

DITI is highly sensitive and can therefore be used clinically to detect disease in the vascular, muscular, neural and skeletal systems. Medical DITI has been used extensively in human medicine in the United States, Europe and Asia for the past 20 years. Until now, bulky equipment has hindered its diagnostic and economic feasibility. Now, PC-based infrared technology designed specifically for clinical application has changed all this.

Clinical uses for DITI include, defining the extent of a lesion of which a diagnosis has previously been made (for example, vascular disease); localizing an abnormal area not previously identified, so further diagnostic tests can be performed (as in Irritable Bowel Syndrome); detecting early lesions before they are clinically evident (as in breast cancer or other breast diseases); and monitoring the healing process before a patient returns to work or training (as in workman’s compensation claims).

Medical DITI is filling the gap in clinical diagnosis; X-ray, Computed Tomography, Ultrasound and Magnetic Resonance Imaging (MRI), are tests of anatomy or structure. DITI is unique in its capability to show physiological or functional changes and metabolic processes. It has also proven to be a very useful complementary procedure to other diagnostic procedures.

Unlike most diagnostic modalities DITI is non invasive. It is a very sensitive and reliable means of graphically mapping and displaying skin surface temperature. With DITI you can diagnosis, evaluate, monitor and document a large number of injuries and conditions, including soft tissue injuries and sensory/autonomic nerve fiber dysfunction. Medical DITI can offer considerable financial savings by avoiding the need for more expensive investigation for many patients. Medical DITI can graphically display the biased feeling of pain by accurately displaying the changes in skin surface temperature. Disease states commonly associated with pain include Reflex Sympathetic Dystrophy or RSD, Fibromyalgia and Rheumatoid arthritis.

Medical DITI can show a combined effect of the autonomic nervous system and the vascular system, down to capillary dysfunctions. The effects of these changes reveal an asymmetry in temperature distribution on the surface of the body. DITI is a monitor of thermal abnormalities present in a number of diseases and physical injuries. It is used as an aid for diagnosis and prognosis, as well as therapy follow up and rehabilitation monitoring, within clinical fields that include rheumatology, neurology, physiotherapy, sports medicine, oncology, pediatrics, orthopedics and many others.

Results obtained with medical DITI systems are totally objective and show excellent correlation with other diagnostic tests.

Thermographic screening is not covered by most insurance companies but is surprisingly affordable for most people. For more information or to find a certified clinic in your area, go to www.proactivehealthonline.com [http://www.proactivehealthonline.com].

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Finance

Hooray for the Federal Rules of Evidence!

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The Federal Rules of Evidence used in the United States federal courts and adopted by many states and the military are codification of many years of common law evidence rules. The development of the modern rules of evidence has been a process of nothing more than putting old wine into new bottles. If one can understand common law notions of evidence the Federal Rules will be easy to understand.

The purpose of the Federal Rules of Evidence is to secure fairness in administration of trials; eliminate unjustifiable expense and delay; and to promote the growth and development of the law of evidence in order that truth may be ascertained and proceedings justly determined. As a former trial lawyer and current law school professor who teaches the rules of evidence to students, I view the Federal Rules of Evidence, adopted by Congress in 1975 as a master work of putting the old common law wine into a new bottle. I have used the Federal Rules of Evidence throughout my career.

This article is not about any specific common law rule or rules that may have been put into the new bottle known as the Federal Rule of Evidence. Instead, I write this to show how influential and widespread has been the use of the rules. Forty-four states, Guam, Puerto Rico, the Virgin Islands, and the military have all adopted all or parts of the Federal Rules for use in their court systems. This is a very good trend because the evidence rules of most states will be roughly the same throughout the United States.

The following paragraphs provide fundamental information about the jurisdictions that have adopted evidence rules patterned on the Federal Rules. They include information concerning the date on which the local rules became effective and when amended, if at all:

ALABAMA. Adopted by the Alabama Supreme Court effective January 1, 1996. No amendments.

ALASKA. Adopted by the Alaska Supreme Court effective August 1, 1979. Last amended October 15, 2003.

ARIZONA. Adopted by the Arizona Supreme Court effective September 1, 1977. Last amended June 1, 2004.

ARKANSAS. Adopted by the Arkansas Supreme Court effective October 13, 1986. Latest amendment on January 22, 1998.

COLORADO. Adopted by the Colorado Supreme Court Effective January 1, 1980. Latest amendment July 1, 2002.

CONNECTICUT. Adopted by the judges of the Connecticut Superior Court effective January 1, 2000. No amendments.

DELAWARE. Adopted by the Delaware Supreme Court effective February 1, 1980. Latest amendment December 10, 2001.

FLORIDA. The Florida Evidence Code was enacted by the Florida Legislature effective July 1, 1979. Latest amendment July 1, 2003.

GEORGIA. Governor Nathan Deal signed a House bill which made the Georgia rules effective January 1, 2013. No amendments.

GUAM. Adopted by the Guam Judicial Council effective November 16, 1979. Latest amendment July 18, 2003.

HAWAII. Enacted by the Hawaii Legislature effective January 1, 1981. No amendments.

IDAHO. Adopted by the Idaho Supreme Court effective July 1, 1985. No amendments.

ILLINOIS. Adopted by the Illinois Supreme Court effective January 1, 2011. No amendments.

INDIANA. Adopted by the Indiana Supreme Court effective January 1, 1994. Latest amendment January 1, 2004.

IOWA. Adopted by the Iowa Supreme Court effective July 1, 1983. Latest amendment February 15, 2002.

KENTUCKY. Enacted by the Kentucky Legislature effective July 1, 1992. Latest amendment July 1, 2003.

LOUISIANA. Enacted by the Louisiana Legislature effective January 1, 1989. Latest amendment August 15, 2003.

MAINE. Adopted by the Maine Supreme Judicial Court effective February 2, 1976. Latest amendment July 1, 2002.

MARYLAND. Adopted by the Maryland Court of Appeals effective July 1, 1994. Latest amendment January 1, 2004.

MICHIGAN. Adopted by the Michigan Supreme Court effective March 1, 1978. Latest amendment January 1, 2004.

MINNESOTA. Adopted by the Minnesota Supreme Court effective April 1, 1977. Latest amendment January 1, 1990.

MISSISSIPPI. Adopted by the Mississippi Supreme Court effective January 1, 1986. Latest amendment May 27, 2004.

MONTANA. Adopted by the Montana Supreme Court effective July 1, 1977. Latest amendment October 18, 1990.

NEBRASKA. Enacted by the Nebraska Legislature effective December 31, 1975. Latest amendment July 13, 2000.

NEVADA. Enacted by the Nevada Legislature effective July 1, 2004. No amendments.

NEW HAMPSHIRE. Adopted by the New Hampshire Supreme Court effective July 1, 1985. Latest amendment January 1, 2003.

NEW JERSEY. Adopted by the New Jersey Supreme Court and the New Jersey Legislature through a joint procedure effective July 1, 1993. Latest amendment July 1, 1993.

NEW MEXICO. Adopted by the New Mexico Supreme Court effective July 1, 1973. The latest amendment became effective February 1, 2003.

NORTH CAROLINA. Enacted by the North Carolina Legislature effective July 1, 1984. Latest amendment October 1, 2003.

NORTH DAKOTA. Adopted by the North Dakota Supreme Court effective February 15, 1977. Latest amendment March 1, 2001.

OHIO. Adopted by the Ohio Supreme Court effective July 1, 1980. Latest amendment July 1, 2003.

OKLAHOMA. Enacted by the Oklahoma Legislature effective October 1, 1978. Latest amendment November 1, 2003.

OREGON. Enacted by the Oregon Legislature effective January 1, 1982. Latest amendment July 3, 2003.

PENNSYLVANIA. Adopted by the Pennsylvania Supreme Court effective October 1, 1998. Latest amendment January 1, 2002.

PUERTO RICO. Enacted by the Puerto Rico Legislature effective October 1, 1979. Latest amendment August 30, 1999.

RHODE ISLAND. Adopted by the Rhode Island Supreme Court effective October 1, 1987. No amendments.

SOUTH CAROLINA. Enacted by the South Carolina Legislature effective September 3, 1995. No amendments.

SOUTH DAKOTA. Enacted by the South Dakota Legislature effective July 1, 1978. No amendments.

TENNESSEE. Adopted by the Tennessee Supreme Court effective January 1, 1990. Latest amendment July 1, 2003.

TEXAS. Adopted by the Texas Supreme Court effective March 1, 1998. No amendments.

UTAH. Adopted by the Utah Supreme Court effective September 1, 1983. Latest amendment November 1, 2004.

VERMONT. Adopted by the Vermont Supreme Court effective April 1, 1983. Latest amendment May 27, 2003.

WASHINGTON. Adopted by the Washington Supreme Court effective April 2, 1979. Latest amendment September 1, 2003.

WEST VIRGINIA. Adopted by the West Virginia Supreme Court effective February 1, 1985. Latest amendment January 1, 1995.

WISCONSIN. Adopted by the Wisconsin Supreme Court effective January 1, 1974. Latest amendment March 30, 2004.

WYOMING. Adopted by the Wyoming Supreme Court effective January 1, 1978. Latest amendment February 28, 1995.

THE MILITARY. The Military Rules of Evidence were adopted by Executive order No. 12,198 March 12, 1980. Latest amendment by Executive Order No. 13,262 April 11, 2002.

THE COMMONWEALTH OF THE NORTHERN MARIANA ISLANDS. No date of adoption found.

THE U.S. VIRGIN ISLANDS. No date of adoption found.

What an impressive list of adoptions and enactments patterned after the Federal Rules of Evidence! Several jurisdictions have not adopted rules of evidence based on the Federal Rules of Evidence. They are: California, the District of Columbia, Kansas, Massachusetts, Missouri, New York and Virginia.

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