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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.
Elon Musk's X is suing more advertisers over ad 'boycott' Business Insider Advertising Startup StackAdapt Snags Massive $235M Round Crunchbase News AMC Networks Reveals New Advertising Data Product in Pre-Upfront Briefing Hollywood Reporter YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter Hollywood Reporter Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott KFSM 5Newsonline Pocatello trustees consider online high school, advertising campaign to attract students Idaho EdNews UTD Researchers Find Pros and Cons in ‘Geoconquesting’ Advertising Tool dallasinnovates.com Elon Musk's X accuses companies like Tyson Foods of participating in advertising boycott THV11.com KTHV UMich startup looks to redefine advertising with free coffee cans The Michigan Daily Snap Inc elevates Ajit Mohan to chief business officer to accelerate advertising growth Storyboard18 Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows Hollywood Reporter Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs Hollywood Reporter Families buy more sugary cereal if advertising targets kids, not adults Houston Public Media Digital Advertising in Travel: Insights from Sojern's 'State of Destination Marketing 2025' Report Hotel News Resource Retail Media's Next Frontier: Transforming The Advertising Landscape - Broadcasting: Film, TV & Radio - Worldwide Mondaq News Alerts Murat Ozkiyikci, Gaziantep Metropolitan Municipality: Smart advertising for engaged digital cities IoT News YouTube advertising revenue clocks $10.47 billion in Q4; Parent-firm Alphabet's AI investments rise Storyboard18 ADWEEK and Roku Partner for “Best of Big Game Commercials” Video Feature Leading up to Advertising’s Biggest Night Business Wire Global Meta advertising revenue 2024 Statista Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now) - The Drum As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations Broadcast Law Blog You won’t see a P&C insurance commercial during this year’s Super Bowl as industry cuts advertising spending Repairer Driven News Five Lessons the Advertising Community Can Learn from Emilia Pérez Little Black Book Snap Inc promotes Ajit Mohan to Chief Business Officer ETBrandEquity San Francisco-Based Sojern’s Insights Reshape Destination Marketing, Offering New Digital Advertising Trends for U.S. and Global Tourism Travel And Tour World Snap beats profit estimates on strength in advertising platform Global Banking And Finance Review Empowering Women and Non-Binary talent in Indian advertising: ICW Portfolio Evening 2025 Campaign Brief Asia Warner Bros. Discovery Names Ryan Gould and Bobby Voltaggio Heads of US Advertising Sales MediaVillage Howard Tullman: Will junk-generated searches change how business owners advertise online? WGN Radio - Chicago Once-obscure Bolingbrook company WeatherTech has wild ride with its 13th Super Bowl ad Chicago Tribune Nestlé, Tyson Foods pulled into X advertising lawsuit Yahoo Finance Trump Tariffs Target Loophole Utilized By Temu, Shein. Why That Matters For Meta. Investor's Business Daily TikTok Shop Unveils GMV Max to Boost UK Retailer Advertising Efficiency Influencer Marketing Hub AMC Networks Launches Outcome-Based Ad Tool To Help Brands Gauge Consumer Response To Their Spending Deadline Part 2: How 2 Newhouse Students Won the Top Student Creative Advertising Award in the World Syracuse University News Fragmentation comes to search advertising as marketers grapple with shifting search behavior Digiday The Super Bowl ad recipe for politically charged times: humor, nostalgia, and a generous helping of A-list celebrities Business Insider Elon Musk’s X sues these big companies over ‘collective advertising boycott’ claims The Times of India Substack Advertising Is Turning Writers Into Part-Time Sales Reps The Wall Street Journal AI, Retail Media, and Hybrid Marketing Lead India’s Shifting Advertising Landscape Branding in Asia Magazine In wake of Meta moderation shift, advertisers have accepted new status quo: brand safety is a myth Digiday US streaming ad revenue to approach $17B, but competition stiffens StreamTV Insider Wise ordered to pay $2.5mn in US for misleading fee advertising Financial Times |
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