|
|
| Information |
|
|
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 8's Ad Watch Reports News 8's government reporter Matt Belanger is analyzing political ads as part of Commitment 2010 coverage. News Tribune staff wins 15 awards The News Tribune advertising department received 15 awards at the Missouri Ad Managers Association awards. News Tribune won Best in Show for the second year in a row and won six first-place awards, two second-place awards, five third-place awards and two honorable mention awards. News chief is highest paid by far News Corporation chief operating officer Chase Carey has taken on the mantle of best-rewarded executive, with a $32 million package. News 8 with National Guard troops at San Diego border News 8 is getting a first look Friday at how National Guard troops operate along known smuggling routes in Otay Mesa. News by location Get local and national news updates via E-mail. The Fayetteville FireAntz have announced three more players who will return to the team for the 2010-11 Southern Professional Hockey League season. News of the World journalist 'was asked to tap phones' A former reporter on the News of the World has told the BBC that he was personally asked by then-editor Andy Coulson to tap into phones. ABC News? Brian Ross stumbles over another terrorism story ABC News' investigative reporter Brian Ross routinely takes the lead on breaking terrorism stories--any time there's a murky emerging story about a potential threat, he's among the first to fill in the details with his unnamed government sources. The problem is, once the initial confusion lifts and facts start to get reported, Ross' scoops often [... ] News Wrap: U.S. Markets React Positively to Jobs Numbers Listen to the Audio In other news Friday, U.S. markets rose ahead of the holiday weekend on news of the latest unemployment reading. HARI SREENIVASAN: Wall Street took some encouragement from the jobs numbers. The Dow Jones industrial average gained more than 127 points to close near 10448. The Nasdaq rose more than 33 points to close above 2233. In all, the markets had their best week since ... News by location Get local and national news updates via E-mail. The shirt is a fashion statement of personal sacrifice. Wearing it is a message. All summer long, South View's cross country team has been running 40, 50, 60 miles a week in pursuit of either a "300 club" or "500 club" shirt. News by location Get local and national news updates via E-mail. LOS ANGELES - Kara DioGuardi is following Ellen DeGeneres and Simon Cowell out the door at "American Idol." Site: news - Google News There's No Good News For Democrats Because There's No Good News - Huffington Post (blog)
MORE RESOURCES: Site: Yahoo! News Search Results for advertising Advertising expenditures in UAE decline 4% in H1 Advertising expenditures in UAE decline 4% in H1 Location-Based Advertising To Reach $1.8 Billion Location-based advertising is still in its early stages, but according to ABI Research, businesses will spend $1.8 billion on it in 2015 as part of their overall mobile marketing budgets. ?It?s still early days and there?s no single ?right? approach to location-based advertising,? says practice director Neil Strother. ?This remains a very fragmented market that is full of experimentation ... Advertising Onslaught British artist Stanley Donwood combines the words and colors used in two forms of advertising -- spam and billboards -- to create an overwhelming atmosphere that is at once attractive and troubling at Fifty24SF Gallery. His paintings use words such as Brain, Sex, Blood, Desire, Risk, Now, and Cheap.... Advertising Standards Authority to regulate online ads The Advertising Standards Authority (ASA) has been granted new powers toregulate all online adverts in a move that will put increasing pressure on website owners and advertisers. Broadband advertising 'misleading consumers' Misleading advertising of broadband speeds is confusing and frustrating consumers, a survey has warned. Advertising Standards Authority gets online power The Advertising Standards Authority (ASA) is extending its remit to cover the online realm. It means that online marketing and ads will, from 1 March 2011, be subject to the same strict advertising rules as traditional media. Advertising expenditures in UAE decline 4% in first half 01 September 2010 ABU DHABI -- The advertising expenditures in the GCC region grew by 20 per cent in the first six months of the year, showing significant growth in all member nations of the economic bloc, in contrast with a four per cent dip in the UAE. Advertising regulations extended to cover websites Full advertising regulations are to be extended to retailers' own websites and online areas like Twitter and Facebook, it was announced today. Advertising watchdog moves online The Advertising Standards Authority (ASA) is extending its remit to cover the online realm. Advertising ROI Expert, Richard Seppala, aka ROI Guy, Writes About Getting Your Marketing Fix Orlando, Fla. September 3, 2010 Richard Seppala, ROI Return on Investment Marketing expert and best-selling author also know as ROI Guy, recently posted a blog on his website, http://www.YourROIGuy.com, called ROI Guy Blog: Getting Your Marketing Fix. In the blog, Richard explains how businesses not knowing what the real ROI of their marketing and advertising is - can ... Site: advertising - Google News Special Report: Outgunned FDA tries to get tough with drug ads - Reuters
|
|
|
|
RELATED ARTICLES
What Happened? Troubleshooting Poor Response from Ad Campaigns Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong. 5 Tips for Hot Yellow Pages Ads Yellow Pages advertising is one of the mostpopular forms of advertising in the country today.Almost every home in America (96. Testimonials Convert Prospects Into Buyers Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility. 9 Tips for Better Billboards It is a given that billboard advertising "outdoor"is not a "quick fix". If sales are down, you can'tquickly put up a few boards to boost the numbers. Persistant Advertising Will Do No Harm! From my experience, I've been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is how to get massive sales right away. Prove It! - Give Your Marketing and Advertising More Credibility Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down. Hiring an Amateur Could Mean a Potential Lawsuit for Your Business These days, everyone's looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer. How To Write More Powerful Brochures, Leaflets, And Catalogues Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention. CD Business Cards- Why Use Them? CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family. Pros and Cons of Establishing an In-House Ad Agency There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO 17% ON ALL YOUR ADVERTISING" It's legitimate, practical and effective, but like so many otherpromises, there are pros and cons involved. The pros are fairlyobvious. Advertising That Annoys: The Real Story Critics conclude that entertaining or "creative" commercials sell better than those that are bland. But liking the commercial may not really be that important in the scheme of things. Adding Art to Business Spaces Larger companies have learned that collecting art adds something special to its overall corporate image. An art collection may include art on display in waiting, or general areas. How To Create A Better Brochure Having a quality brochure makes a positive impression on a potential customer. It gives the appearance that you're serious about your business. Harness the Power of Direct Marketing - More Small Business Power Tools One of the most powerful tools available to small businesses is direct mail. By this I don't mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office. How To Tell If An Advertisement Costs Too Much People say it all the time: "This advertising costs too much!" They practically go into cardiac arrest when they see how much the advertising for certain media in certain markets is going to cost them. It is pretty easy to get sticker shock when you see that a sixty-second radio commercial on a popular Los Angeles station could cost you a thousand bucks. Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page Stand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge foradvertisers. All the competitors are packed together, withinthe space of a few pages. Consider These Pressing Facts Before You Renew Your Yellow Page Ad Your Yellow Page Ad Deserves More than 10 Minutes of Thought a YearBefore long, your Yellow Page directory rep will be paying you a visit. It's an annual event that happens several months before next year's directory goes to press. Go Ahead Im Listening In today's fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated.Radio fills the gap. How To Write Really Good Ads All sales begin with some form of advertising. To build sales,this advertising must be seen or heard by potential buyers, andcause them to react to the advertising in some way. Nine Power Words To Punch Up Your Ads As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.
|
| Home | Site Map | Resource Links |
