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Three Keys to Crafting Successful Print AdsWant to create print ads that get results? Below are three keys to get you started. 1. Write for the eye. Print ads are visual. Therefore, craft ads with the eye in mind. Eyes are kind of picky, though. So, here's a checklist of what eyes like and don't like: * A catchy headline that encourages them read more. * Art, such as photos, illustrations, clip art, shapes, etc. Eyes like art. When you create the ad, create words AND the visual at the same time. Words and visuals should work together. * Designed in an interesting, intriguing, attention-getting manner. Eyes like that. Remember, graphic designers are your friends. If you don't have training in graphic design, I strongly urge you to hire a graphic designer to create your ad. The results will be well worth it. * White space (blank space in the ad). Eyes like white space. Eyes don't like print ads stuffed with words and/or art. Those ads look way too difficult to read and comprehend. So eyes will skip over those ads and find other open, clean ads to look at. (And if they do, you might as well have never bought the ad in the first place.) 2. Write for the busy eye. Nobody is reading a newspaper because they want to see your ad. (Okay, your mother is the exception.) People are reading the paper because they want information. Reading your ad is an afterthought. So, they aren't going to spend a whole heck of a lot of time on it. A common mistake is asking print ads to do too much. To be successful, print ads must: * Capture the attention of your potential customers, That's a lot to ask for one little print ad. Print ads should have one message and one message only. The more "extras" about your business you start throwing into the ad, the more convoluted the ad is going to become, and the less likely your potential customers will act upon your ad. Now at this point you may be thinking "Okay. We need one message. That message should be to get my potential customers to buy something, hire my services, donate money, become a volunteer, etc. Right?" Well? For one thing, that's a pretty big leap for your potential customers. Getting potential customers to buy without first developing a relationship with them is, again, asking an awful lot for one little print ad. You might be better off inviting potential customers to take one small step in the buying process. For instance, stopping in the store for a free gift, logging on to your Web site to enter a contest, putting their names on your mailing list, trying a demo version of your product, etc. Let them get to know you. 3. Keep your target market in mind. Your message should be focused on your customers' needs, not your own. Getting customers to buy your products and services is YOUR need. How your products or services solve your customers' problems is THEIR needs. See the difference? That's why so many retail stores have sales. They're effective because they're solving a need (saving customers money). But saving money is not the only need. There are many others. You should also think about ways to add value without bargaining on price (this position can backfire). Contests, free gifts, free reports, free food -- stuff like that. Think outside the box. And use that value as a way to set yourself apart. Creativity Exercises -- Learn by example One of the best ways to learn how to craft successful print ads is to study what's out there. Get out a newspaper or a magazine and open it. See where your eyes go. What ads attract your eyes? What ads drive them away? Which ads have headlines that intrigue you? Graphics that capture your attention? Copy that encourages you to find out more? Why? Now look at ads that do nothing for you. Why don't you like them? Are they too cluttered? Too difficult to understand? Have a headline that makes you yawn? Sometimes you can learn as much, if not more, from bad examples as you can from good ones. Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com. Copyright 2004 Michele Pariza Wacek.
CannaCraft settles false advertising case for $250,000 Santa Rosa Press Democrat Bragg, lottery's advertising lead, leaves for Texas Northwest Arkansas Democrat-Gazette Diversity in Advertising: Avoid The Obvious 05/06/2021 MediaPost Communications The Future of Digital Out of Home Advertising MarketScale Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present Digital Information World 6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com Galveston County Daily News 10 Best Advertising Stocks to Buy Now Yahoo Finance Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? Harvard Business Review Amazon Advertising Reports 2021 Guide Jungle Scout Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' AdAge.com Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion Hartford Courant Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship University of Arkansas Newswire For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners WhatTheyThink Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor EHS Daily Advisor TVB Statement on Advertising to Mother's Day Shoppers GlobeNewswire Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief Search Engine Land Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels Atlanta CBS46 News Atlanta Spectrum to help advertisers reach multicultural audiences Rochester Business Journal Senate panel takes up anti-marijuana advertising bill... Idaho Press-Tribune ‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth Digiday 3 advantages of printed signage and advertising for driving traffic back to the store Marketing Dive Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper KSU | The Sentinel Newspaper Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference Yahoo Sports Local businesses alerted to advertising scam Daily Journal Online As Decision on Trump Looms, Facebook Preps Its Advertisers The Wall Street Journal Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper KSU | The Sentinel Newspaper Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry? - InvestorsObserver How to Make Money with Scoreboard Advertising Campus Rec Magazine YouTube's linked TV advertising will be more shoppable thanks to a new update Digital Information World Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper KSU | The Sentinel Newspaper A Huge Thanks To ATL’s Advertisers Above the Law Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. The New York Times Verizon Media launches Next-Gen Solutions, the future of ID-less advertising Verizon Communications Researchers Uncover Advertising Scam Targeting Streaming-TV Apps The Wall Street Journal Facebook allows advertisers to target children interested in smoking, alcohol and weight loss The Guardian How Walmart is pitching advertisers Business Insider In the Roaring Twenties, Ads Make a Comeback The New York Times With ads like these, does Tucker Carlson benefit Fox News? Los Angeles Times Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case The Wall Street Journal Discover a new advertising approach to help reach new players GamesIndustry.biz Microsoft Advertising's New Features & More Digital Marketing News Search Engine Journal Disney and ad-tech firms agree to privacy changes for children’s apps. The New York Times Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging S&P Global Apple to boost ads business as iPhone changes hurt Facebook Financial Times These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights The New York Times What Digital Advertising Gets Wrong Harvard Business Review Best Advertising Agencies for 2021 Investopedia |
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