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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.
Ranked: The Top TV Advertising Spenders in 2023 Visual Capitalist Digital advertising is still far too murky Financial Times How Much Amazon Advertising's Salaries Are in 2023 Business Insider X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ The Wall Street Journal Grow News Advertising Revenue With Branded Content Wisconsin Newspaper Association Amazon and IPG Mediabrands strike a three-year video advertising deal Insider Intelligence Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations CT News Junkie Transit Advertising: An Effective OOH Strategy MarketingProfs.com Ad Sales Professionals Wish Companies Provided More Software Spiceworks News and Insights ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend. JD Supra New Hampshire newspaper publisher found guilty of political advertisement omissions NewsCenterMaine.com WCSH-WLBZ Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023 MediaPost Communications Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain PR Newswire Local New Hampshire newspaper publisher found guilty of political advertisement omissions Editor And Publisher Magazine Advertising in China – label your advertisements The Global Legal Post Record $15.9bn in US political ad spending expected for 2024 The Guardian US Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks.com TipRanks Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com LNP | LancasterOnline Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending The Wall Street Journal Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down' - PR Week Lamar Advertising billboards show solidarity with snubbed FSU Seminoles Tallahassee Democrat Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. The Hill Google Updating Cryptocurrency Advertising Policy For 2024 Search Engine Journal Local New Hampshire newspaper publisher found guilty of political advertisement omissions The Caledonian-Record Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette Arkansas Online Global Advertising Agencies Market Sees Robust Growth, Anticipated to Reach $463.83 Billion by 2027 EIN News Walmart Stops Ads on X, Joining the Advertising Exit The Wall Street Journal Scope3 Adds DOOH Advertising to Emissions Measurement Services Environment+Energy Leader U.K. Bans Advertisements from Three Airlines Over Greenwashing Travel Market Report Podcast Companies Begin to Advertise Like Hollywood Studios The Wall Street Journal Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative Investing.com Meta Faces Lawsuit From Spanish Media Over Advertising Practices The Wall Street Journal Is Clear Channel Outdoor Holdings Inc (CCO) Stock at the Top of the Advertising Agencies Industry? InvestorsObserver How Advertising Is Transforming in a New Digital World Business Insider Local New Hampshire newspaper publisher found guilty of political advertisement omissions Toronto Star X Attempts To Win Back Advertisers With 'Q5' Opportunities 12/11/2023 MediaPost Communications Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business Hollywood Reporter Carol Williams, advertising powerhouse KTVU FOX 2 San Francisco Local New Hampshire newspaper publisher found guilty of political advertisement omissions Oil City Derrick How Much do Small Businesses Spend on Advertising? Small Business Trends VideoAmp multi-sources identity with new cookie-less tool StreamTV Insider X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out The New York Times Microsoft Advertising Partners With Baidu Global For Chat Ads API Search Engine Journal Advertising Is Dead. Long Live Advertising. - WSJ The Wall Street Journal Advertising Trends to Watch in 2024 Insider Intelligence How To Land On a Consumers Holiday Shopping List With Mobile Game Video Advertising Featured The Fast Mode Media Pulse adds in-game advertising through Anzu Media In Canada 2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights Search Engine Journal Google advertisers can now opt out of Search Network Search Engine Land The Washington Post Will Pause Its Advertising on X Washingtonian WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ Wrestling Headlines Town addresses 'fraudulent invoice' from HopNews, media advertising policy Hopkinton Independent Local New Hampshire newspaper publisher found guilty of political advertisement omissions Times Daily X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... wdwmagic.com Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... WDW News Today Social media platform X added 10 million new users in December, CEO says Al Jazeera English |
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