By Rix Quinn, for Mediabids.com

Do readers really use coupons?
Absolutely. That's because coupons often signal a great discount, or something free. Studies indicate some readers go right from a headline to the coupon offer. A coupon, notes John Caples, (1) draws attention, (2) simplifies an offer, (3) gives the reader a form for his name and address, and (4) when torn out, serves as a reminder.

What should I include in my coupon?
In our opinion, each coupon should prominently display the discount or special offer, the address where readers can redeem it, the phone number, some copy reminding readers of its value...and an expiration date for the special offer.

How many coupons should I put in my ad?
That depends on the size of the ad. However, a larger coupon will likely get more attention than several small ones.

Should I put a border around the coupon...or make the coupon separate?
Many experts say a coupon should have a dotted (or slotted) rule around it, so it can be easily seen.

How big should my coupon be?
If it contains spaces for name and data, the coupon should be large enough so the reader can fill it out easily.

Should I accept a competitor's coupon?
That's up to you. Can you meet their special offer and still make a profit? Do you want the customer to walk away?

There's technical wording in some coupons. Should I put them in mine?
We believe your coupon should contain an expiration date, the number limit or products the consumer can buy at the special price, and adequate information to protect yourself from disputes.

Can I track my coupons, and the people who use them?
Yes, easily. If you ask for a name and address for redemption, you can build a mailing list from that. And the easiest way to track them is to count them. To determine a cost-per-coupon-redeemed, just divide the price of the ad by the number of coupons redeemed.

Where should my coupon go inside an ad?
The standard position is the bottom right corner.

What's a good design for a coupon?
Our favorite: a huge ad with a dotted rule around it, and a big headline at its top. The entire ad looks like a coupon!

Few of my coupons have been redeemed. Does that mean no one read my ad?
Did you talk about your special offer in the ad's headline? That should help response. We heard an old ad pro say, "the success of a coupon is determined by the size of the discount." So, a coupon that offers something free or 2-for-1 should probably pull better than a 10% or 20%-off coupon.

What coupon offers can I make?
Among popular offers are (1) 2-for-1, (2) free item, (3) 30% or 40%-off discount, (4) free explanation booklet, (5) free complimentary item with purchase of advertised item.

Which of these is the best?
The "free item" is reportedly better than a discount.


About the Author:
Rix Quinn is a former business magazine writer, editor and publisher, writes marketing columns for several magazines, and gives workshops on niche marketing and sales writing for college and university continuing education programs. He also serves as a journalism consultant for two Texas school districts. 817-920-7999 or e-mail rixquinn@charter.net.

About Mediabids:
Mediabids offers free media planning and buying tools that help you to save time researching publications and negotiating for ad rates in U.S. newspapers and magazines. Ad space is purchased via an auction format where you set the price and publications compete for your advertising dollars - or you can purchase ad space directly from a publication at terrific discounts. Mediabids services are free and there is no obligation to make a purchase (publications pay Mediabids a commission).

You can use Mediabids services yourself by going to www.mediabids.com or call them toll free at 866-236-2259 - and they'll act as your free media planner & buyer. .