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August 2009

Dear Colleague,

All effective communication must have a clear goal. You may wish to generate new business leads, or get your audience to trial or purchase a new product. To achieve your goals, you need your audience to act on the messages you send them. Start with compelling offers to attract attention. Follow up with strong calls to action that get your audience responding. The two articles below provide clear guidance on how to refine your communications messages to generate the response you want.

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Ad impact study – Learn what your audience really thinks of your advertising

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Create more effective advertising
	Write more compelling offers To create compelling offers you must first understand your customers’ needs. By offering solutions to their problems you are sure to get their attention. Read the full article here>>>
	7 tips for effective calls to action The call to action is the part of your message designed to persuade your readers to respond. Well-designed calls to action can dramatically improve response rates. Read the full article here>>>


New from ICIS Marketing solutions
	Learn what your audience thinks of your advertising ICIS Chemical Business is conducting an advert impact study on our 5 October issue. Advertise in this issue and Measure the return on investment of your advertising Benchmark your advert in comparison to others in the issue Discover which adverts are most effective with your target audience Identify the strengths and weaknesses of your advert so you can make improvements in future Advertising space is limited, so contact us today to take advantage of this invaluable opportunity to find out just what works best in your advertising


Stories from ICIS Chemical Business
	BASF shares slump 4% on weak Q2, no recovery seen for H2
	Wilton closures mean tough questions for SABIC
	US Dow beats Q2 forecasts on stabilising economy, cost cut

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