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How To Make Your Print Ads Work: 9 Tips To Effective and Profitable Advertising
February 3rd, 2010 by Desiree Stimson
1. Grab their attention.
Many business owners make the mistake of putting an informational headline at the top of their ad. When in fact, the reader just wants to know: “What’s in it for me?” Your headline should be attention grabbing. And the old adage of keeping it simple still applies so try to keep it to seven words or less.
2. Give them what they really want.
Now that you’ve got their attention, let them know what you are going to do for them.
Keep it easy to read and speak to their needs. Instead of saying, “We offer great deals on pet insurance,” try saying, “You’ll save money with our pet insurance.”
3. Make it simple to understand.
Offer a few bullet points of how you can help your audience. Don’t clutter up your ad with too many photos and text. And of course, do not use technical jargon. You want your audience to understand your message loud and clear.
4. Tell them what to do.
Now that you’ve got your reader’s attention, they need to know what to do next. So tell them. Call today…Visit our Web site at… Act now…etc. If they are interested, they will act.
5. Use the right photos.
If you plan on using a photo to enhance your message, make sure that it is in good taste and high quality. Just because you have a digital camera does not mean that your photography and lighting skills are up to par.
If you plan on using stock photography, make it your own. How many times have we all seen the photo of the woman in the white, one-piece bathing suit wearing an oversized hat looking at the ocean? I can count at least a dozen times and they were for different types of businesses. From tanning salons, to spas, to travel agencies. Whatever happened to branding? No one is going to remember your company if you look like everyone else.
6. Font-astic.
Here again, keeping it simple is key. More than three fonts is too many. If you choose to place text on top of an image, white or yellow text is easiest to read on a colored background. You might have to add a halo or drop shadow depending on the clarity.
Also, headlines in all caps are much harder to read than ones that include upper and lower case fonts. This is especially true with script fonts. They are simply not designed to be used in an all-caps format. As for colored fonts, use them sparingly. You’ll lose impact if you have everything colored.
7. The write choice.
If you can afford it, I would highly recommend that you consult a professional for both your design and copywriting. There is an art to both and many times the two are not found in the same person.
Often when you place an ad with a newspaper and some magazines, they offer their design services. Just be sure that you are clear on what you want your messaging points to be and do not let them bully you into accepting something that is not your brand identity. It may seem like you are saving money, but in the long run, if your audience doesn’t know it’s you and is not motivated to act, your effort and money spent will have been in vain.
8. Location. Location. Location.
Where you choose to place your article is important. Are you reaching your target market? Make sure that the demographic reach of the magazine or newspaper is in accord with your target demographic. If not, don’t waste your money.
9. Don’t blow it.
Don’t spend all of your money on running your ad once. You should place it at least three times. Five to six times would be even better.
Ever listen to a radio ad in your car? How many times do they tell you their phone number? You guessed it, three.
Ever watched a commercial on television and said to yourself, “hey that’s funny.” But you couldn’t remember what it was advertising? The same goes with print material. If people aren’t familiar with you and your company, they need to see you a few times to trust you and to remember you. So don’t blow all of your advertising dollars on a one shot deal. It’s all about repetition.
Hopefully, some of these points will help you make wise decisions when it comes to promoting your business or products. If you have any further questions, call 714.446.1968 and ask for Cathy Avenatti or Ru Lin and they can assist you further.
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