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Will Your Ad Pass the BIER Test?

by Steven McReynolds 21 June 2013 09:02

Here's a wake-up-call for your business: About 75 percent of ads fail a key test for success. It's called the BIER test, considered a key benchmark for whether your ad achieves its mission.

So, get your ad out and ask yourself if it meets these four criteria:

 B  Benefits – Does your ad communicate benefits to the user?
I Information – Does it provide adequate information and detail?
E Easy – Is it easy to read and understand?
R Reason – Will potential customers see a reason to do business with you?

If you answered yes to all four, then pat yourself on the back—your ad is doing what it should.

The bottom line is—whether for a bowling alley, travel agency, book store, coffee house, or skating rink—your ad must make consumers feel like your business will do something for them.

The ads also need to make a personal connection with customers and make it clear what they will get by choosing your business.

Review the sample ads below to see how other advertisers are improving their ad content and passing the BIER test. Then, be sure to take the BIER test into consideration when advertising with Valley Yellow Pages, and make your ad a success.

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