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Three Keys to Crafting Successful Print Ads
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, 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.
Latest News:Site: Yahoo! News Search Results for news News and notes on the PGA Tour's top 20 golfers (USA Today) Get the latest news and notes on the top 20 golfers on the PGA Tour. These rankings are based 2008-09 PGA Tour results. Valassis shares jump after News Corp. settlement (AP via Yahoo! News) Shares of Valassis Communications Inc. skyrocketed Monday after the direct mail provider said rival News America Marketing would pay it $500 million to settle antitrust charges. Valassis Climbs Most in 2 Months on News Corp. Settlement (Bloomberg) Feb. 1 (Bloomberg) -- Valassis Communications Inc. , the distributor of advertisements through newspaper inserts and mailings, rose the most in almost two months in New York trading after it said it settled a federal lawsuit against News Corp. Bengal's 'Ochocinco News Network' will be on the scene in Miami (NFL.com) Chad Ochocinco, the media-savvy Cincinnati Bengals wide receiver, plans to attend news conferences and parties leading up to Sunday's championship game in Miami, gathering insights from coaches, players and celebrities for his array of social networks. Valassis to News Corp: Show Me the Money (TheStreet.com) News Corp.'s News America Marketing division has taken a hit following its settlement with Valassis, but the losses will be absorbed with relative ease by its parent company, according to market watchers. UPI NewsTrack Quirks in the News (UPI) Police: Man terrified ex-wife with mice ... Man yells at parrot, jailed for weekend ... Famous parrot named N.Z. 'spokesbird' ... Chicken causes traffic woes in Calif. ... UPI Quirks in the News. Valassis Shares Jump After News Corp. Settlement (ABC News) Valassis shares climb after $500M antitrust suit settlement with News Corp. division News Corporation - Competition law - Business - United States - Valassis Communications SUBSCRIBERS: FDA, Bristol-Myers News Already Reported (Fox News) SUBSCRIBERS: FDA, Bristol-Myers News Already Reported UPI NewsTrack Entertainment News (UPI) Beyonce, Swift win big at Grammys ... 'Transformers,' 'Lost' lead Razzie nods ... Tyler's lawyer fights replacement plans ... Kristen Bell and Dax Shepard get engaged ... News from United Press International. ews America Unit of News Corp. Settles Marketing Dispute (New York Times) News America Marketing, a division of the News Corporation that publishes coupon inserts for newspapers, settled lawsuits by Valassis, a competitor in Michigan. Site: news - Google News 'American Idol' names Top 12 and other news for Fri., March 12 - Seattle Times
MORE RESOURCES: Site: Yahoo! News Search Results for advertising CBS sells out advertising for Super Bowl XLIV broadcast (ESPN) CBS has sold all the advertising spots for the television broadcast of this Sunday's Super Bowl, the television network said on Monday. CBS Sells Out Super Bowl Advertising Spots (CNBC via Yahoo! Finance) CBS has sold all the advertising spots for the television broadcast of the National Football League's Super Bowl championship game this coming Sunday, the television network said Monday Mobile Advertising Ready to Grow (New York Times) Every year, forecasters predict that mobile advertising is going to be the next big thing in marketing. This year, there may be some reasons to listen. Stroke Magazine appoints new deputy editor and advertising manager (Fullnoise.com.au) Stroke Magazine has appointed Victorian Mark Willingham as the new deputy editor and advertising manager. Willingham comes from a strong motorcycle background having started racing in 1991 as an 11-year-old. After finishing racing a few years ago he moved into coaching were he is currently a Level 2 accredited coach. Most recently it took him to Taupo, New Zealand last August for the 20... Newspaper wins 23 advertising awards (McComb Enterprise-Journal) First-place honors for printing quality and overall advertising excellence were among 23 awards the Enterprise-Journal received Saturday from the Mississippi Press Association. CBS sells out Super Bowl advertising spots (Reuters) CHICAGO (Reuters) - CBS has sold all the advertising spots for the television broadcast of the National Football League's Super Bowl championship game this coming Sunday, the television network said on Monday. Your Pre-Primary Non-Andy-Martin Political Advertising Update (Chicagoist) We've taken our shots at the Andy Martin campaign for their spots, but believe it or not, there's other outlandish and just plain awful political advertising out there. In an age where you've got programs like Garageband and Audacity and any number of other DIY audio and video (not to mention underemployed sound guys), it's hard to imagine that you could come up with spots that are just plain ... Local Online Advertising Leader Yodle Announces Completion of $10 Million Series D Financing (Business Wire via Yahoo! Finance) NEW YORK----Yodle, a leader in local online advertising and lead generation, announced today that it has completed a $10 million Series D funding round. The round, raised from existing investors, was led by JAFCO Ventures and joined by Bessemer Venture Partners, Draper Fisher Jurvetson, and Draper Fisher Jurvetson Growth. Brand.net Launches Video Advertising Solution (Business Wire via Yahoo! Finance) SAN MATEO, Calif.----Brand.net, the leading network provider of online media solutions for the world?s largest brand advertisers and media agencies, today announced the launch of its Video advertising solution with a campaign for Unilever?s I Can?t Believe It?s Not Butter!® Brand.net?s video solution leverages VAST 2.0, the IAB?s newly released online video pre-roll advertising standard, to ... AdSafe Releases Q4 2009 Online Display Advertising Safety Review (PR Newswire via Yahoo! Finance) AdSafe Media, the rating standard of online media, today released its fourth quarter analysis of the online display advertising industry. The report, available at www.adsafemedia.com, provides a comprehensive review of the trends and issues in the display advertising industry observed across the AdSafe platform. Site: advertising - Google News Sun Shines On Clear Channel Outdoor - Forbes
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