Making the most of print advertising

I'm just starting an ad program for a new product. I think we've got the headline and concept pretty well set, but as I've said over the years, the secret to the success is in the details. My challenge, like any new product, is to get sales leads, and quickly.

So it was great to find this timely article from Mac McIntosh called Sixteen proven techniques for generating more high-quality sales leads with print advertising (found via Photonics Spectra's Marketing Newsletter). Some take-aways:

• Be specific about the application the product is for
• Testimonials are king
• Talk first-person using 'you' and 'your'
• Create benefit-oriented offers, which goes with...
• Offer a reward to those who inquire right away
• Show a picture of what they will receive

I've been pondering the 'reward' idea before I saw this article, but I've been stumped on executing it. As Seth Godin would say, this requires 'difficult work'.