Dealers may be able to sell and rent more by making a few minor changes to the way they market their heavy machinery. This does not mean that you need to change everything as the majority of these heavy equipment advertisements only require some minor adjustments. Most of the time, the contractors looking at these ad publications see numerous different advertisements. This means if you do not make your ad appealing, they will turn to the other advertisements instead. The following are a few suggestions that should be able to help in ensuring that your advertisement attracts interest and is able to generate leads which can eventually drive more sales to your business.
Do Not Pack Too Many Machines into a Small Ad Space
It makes sense that you would want to maximize the return on your ad investment. However, if you try to cram too many machines into a small ad space, you will only end up diluting the impact of the advertisement. There are a lot of studies which show that when customers are provided with too many alternatives, they are unable to make a decision. If you have a small ad space it is better to advertise just one specific type of machinery like cat 980 Wheel Loaders for sale instead of generalising and cramming in too many machines in the ad. If you are wondering just how many machines are too many for your ad space, you can gauge that by looking at the size of your image and text. If the text and images appear too small, your ad space is probably overcrowded.
Try to Increase the Size of the Ad Copy
Even if they have the best marketing team on staff, there are a lot of sellers who advertise their equipment with writing that is too small to read. If readers have to strain their eyes to read the information about your equipment, they will probably just end up turning the page. This has become more of a problem recently due to the need to display the advertisement in both print and digital formats. You need to examine the advertisement in its actual size before it is printed or posted to avoid such issues.
Verify That Your Graphics Reproduce Correctly
There are too many equipment ads out there with tiny and ineffective graphics. It is usually the logo that is the main problem. A lot of people use graphics that are overly complex with too much crammed together. If there are any graphics that are too small to read in your advertisement, make sure to enlarge them.
Make Sure to Design the Ad for Both Print and Digital Formats
You should not just forget about the advertisements that you have put up but instead try to periodically review them. There are organizations that repeatedly put up advertisements with blatant problems. This is probably because they have hundreds of advertisements to manage in every issue. If you make a habit of reviewing the print and digital versions of your ads, you will be able to spot any mistakes and correct them for next time.