Despite the success of digital advertising, a heck of a lot of money is still spent every year on print ads. Globally, companies cough up tens of billions to purchase space in newspapers and magazines. Surveys continue to show that consumers trust the printed page. There are no guarantees but if your ad does the following five things, it has an excellent chance to be a solid return on investment.
- Identify Yourself
Don’t hide important information in the design. The name of your business, the location, the website, the phone number don’t have to take up half the ad, but no one should need a magnifying glass to spot them either.
- Have a Good Headline
It’s become a Madison Avenue cliché because it’s true. Your headline is an ad for the ad. It draws the reader into the rest. It makes it impossible to turn the page. Be bold, be clever, be cute, be funny, be silly, be straightforward, just don’t be easy to ignore. Using a question as a headline is often a good tactic.
- Be Visually Compelling
Just like your headline should grab attention, so should your design. Whether it’s a photo or an illustration, it must be a visual magnet. The best ads typically have a visual that works in conjunction with the headline.
- Be Crystal Clear
These days, the debate often seems to center on whether to write a paragraph or two, reduce things to bullets or do all the above. Paragraphs, bullets and a combination all work. Regardless of which one you choose for your ad, use clear language. Bullet points themselves have no magic clarity. Remember that clear and concise doesn’t have to mean without style. Print ad copy can be short, and sweet. One final note, write to fit the target. Use your target’s language. If you are targeting a 30-year-old professional female, you shouldn’t write copy like you were talking to a 50-year-old male construction worker.
- What’s Next?
Last but certainly not least, tell people what you want them to do. What should they do if the ad has them curious about your product or service? Should they call you? Visit your website? Use the QR Code? Schedule an appointment? You can direct their next move.
While print ad revenue has been trending down, it certainly hasn’t disappeared. A good ad in the right publication can be a powerful part of any campaign. Need help with your campaign?  Calling us should be your next move.