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Welcome to Instant Print Advertising, your do-it-yourself guide to creating effective newspaper and magazine ads.

Once you’ve been through this guide, you’ll know precisely what it takes to make an ad work. More importantly, you’ll have a selection of powerful ads to get you started.

This is the next step in your marketing success story. From this point on, you won’t have to stab in the dark - you’ll have clear direction. You’ll start to see some real results for your advertising dollar.

How To Use This Guide

After reading the introduction and background, jump straight in and start going through ‘The 7 Steps To Print Advertising Success’ .

Each step covers an important aspect of print advertising -these are things that you must give careful consideration to ... before spending hundreds of dollars on advertising.

You might be surprised how much this exercise reveals about your business. It may get you thinking about important issues that have never crossed your mind. If some of this information is new to you, don’ t be concerned - there’s never been a better time to start getting some real results from your ads.

Make sure you make notes in the spaces provided. When you come to write your first few ads, you’ll need to refer back to these scribblings.

Sections 3 and 4 are more in-depth explanations of how to come up with good headlines and offers. You’ll even find 10 headline starters and 10 examples of good offers.

Lastly, Section 5 brings it all together, with templates of successful ads. That means you can combine your new knowledge into a format you can be confident will bring results.

Now, it’s time to get started - there’s customers out there just waiting to come and deal with you. You just need the right ad ...

Important: A Note About Testing & Measuring

The greatest business people and marketers are not necessarily the smartest or most innovative. Most simply understand the concept of testing and measuring.

When you are testing and measuring, there is no failure (except the failure to record your results and analyse them). Every step brings you one step closer to the right formula, and the right approach.

If you approach your marketing expecting everything to work first time, you’ll be bitter and twisted when you discover it doesn’t. You may give up before you should.

Remember this: marketing has certain rules, but it’s still largely trial and error. You give it your best guess, then find out for sure.

It’s essential that you meticulously record every result. It’s extra work, but you’ll be glad when you have a marketing strategy which you know will produce results. That confidence only comes from testing and measuring.