Three Keys To Crafting Successful Print
Ads
Copyright © 2005 Michele Pariza Wacek
Want 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,
* Encourage those potential customers to remember what you
want them to do,
* Then persuade them to actually do it.
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
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