Nine keys to effective restaurant ads

Testimonials, measuring results

7. Overcome skepticism. Use a guarantee or have a perceived expert speak for you. “The best sandwich in town or it’s on us.” “We are so convinced that you will love your meal, that if you are not delighted, you don’t pay.” “Mr Jones says that we make the best pizza in town.” Guarantees are very important to make customers comfortable with the risk they are by giving over their hard-earned money to try your restaurant. And they show a level of confidence in your own business that is reassuring. While a few people will take you up on the guarantee, if you are confident, the new business will more than cover any refunds.

8. Use testimonials, especially if they come from the media, local critics or celebrities. Put the testimonials in quotations and bold font, including the name of the person and the publication if appropriate.

9. Measure everything you do. State that customers must bring in the ad or refer to it to receive the special offer. In this way you can see exactly how much business you have gained by the ad, calculate your return on investment and decide to modify the ad, run it again or eliminate it, depending on the results.

Amy Foxwell is a restaurant owner, a renowned expert in small business and restaurant marketing, author of Win Win Marketing and the creator of the Win Win Restaurant Marketing System.