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,
* 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. Copyright 2004 Michele Pariza Wacek.

---

Humor in Advertising

Many of the most memorable ad campaigns around tend to... Read More

Vinyl Banners for the Right Occasion

The sinage marketplace is competitive! Consequently, some companies are going... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

How To Write Eye-Grabbing Headlines That Catapult Your Prospects Into Your Ads

If you're interested in improving the selling results of your... Read More

Avoid The Big Advertising Mistakes

Is your advertising copy getting the results you want? If... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

Get Free Radio Advertisement

Here's a neat trick to get lots of radio advertisement... Read More

The Art Of Fear Free Advertising

Is fear of failure an issue when you commit valuable... Read More

Double Your Sales Potential With Double-sided Business Cards

Swapping business cards is one of the most basic and... Read More

Top Jingle Companies: What to Look For, What to Expect

The internet offers you the opportunity to seek out jingle... Read More

Why Most Advertisements Stink!

Question: What do you think the most important part of... Read More

Reach vs. Frequency: Touch 100 Once or 25 Four Times?

Reach and frequency are terms generally used when planning advertising... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More

Do I Need Raised Letter or Full Color Business Cards?

If you've been searching around for business cards that will... Read More

Business Cards: Why Waste Valuable Space?

So many business people neglect this valuable asset that may... Read More

Create Your Dynamic Elevator Speech

So, what's an elevator speech, and how do you get... Read More

How You Measure Yourself Is How You Motivate Yourself

One of the keys to strong positive mental attitude is... Read More

Cable Ads 5 Bucks!

Cable has grown from 13 houses connected together in 1948... Read More

Using Flyers to Advertise Your Online Business

Using flyers is one commonly overlooked method of advertising offline.... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

What Do Your Ads Say?

Make a list of everything you think should be included... Read More

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Can I Write and Print My Own Business Brochures and Business Cards?

If you have a computer and a printer, preferably one... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on... Read More

The Skinny on Billboards

Several years back the billboard people put a big picture... Read More

Advertising Headlines and How to Write Them

1. Attract prospects with your headline Use your headline as... Read More

Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild.... Read More

The SKINNY on Radio Advertising

From meager beginnings in 1920, radio has grown with us... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

How to Write Ads that Increase Your Business

I caught myself wracking my brain over what kind of... Read More