Welcome to the Larchmont Chronicle Insider. Here we want to share with advertisers information about our newspaper, new departments, new columnists, new advertisers and new ideas.

October 1999

SPEAK TO YOUR CUSTOMER'S BENEFITS

There exists an often quoted adage that you, as an advertiser, should always remember: "People don't buy an insurance policy…they buy peace of mind."  In other words, people buy products and services that create an emotional "Feel-Good" benefit for them.

We buy with our emotions and justify it with our logic. Examine what you are REALLY selling. What end result benefit are you offering to the reader?

How will your product or service benefit them? Visualize what you are advertising as a bridge to get people from where they are to where they want to be. Either visually or in print, a successful ad offers a reward (i.e. a benefit).

Make your ad visually ap-pealing and fun to look at. Most readers don't like to work hard or spend time to understand an ad.

A GOOD EXAMPLE is the ad from Larchmont Optometrics from our September Back-to-School issue. It offers something every kid wants and every parent tries to help their child achieve: LOOKING COOL! It's simple, fun and easy to read.

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Tips on getting the best results from ads

Look for these special
upcoming Issues:

Miracle Mile
March Issue
  Deadline:   Feb 14

Youth Summer Camps
April Issue
   Deadline: March 14

Wilshire Center
May Issue
   Deadline April 14

Full year list