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.

---

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

Create Your Dynamic Elevator Speech

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

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over... Read More

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

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

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

When Times Get Tough... or When to Really Advertise

The Pundits say the economy is slowly, but surely, recovering.... Read More

Promotional Vehicles

It is difficult to miss a Hummer, but how many... Read More

Seven Ways to Waste Your Money on Yellow Pages Advertising

Each year there is a Yellow Pages arms race where... Read More

Dont Put All Your Eggs in The Same Basket

Solution: You can protect yourself by partnering with other lead... Read More

What Colors Make Your Services Most Attractive?

This information is based on the principles of Laws of... Read More

Create Your Own Business Cards, Part 1

In this lesson, we will create a business card, using... Read More

Why Most Advertisements Stink!

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

Free Publicity With Dogs, Cats, and Rats

Here's a fascinating idea.. Having noticed that there always seemed... Read More

Make the Right Advertising Decisions

Advertising is a powerful and somewhat frustrating marketing tool. It... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

Advertainment is Sneaking Into Music, Movies, TV and More

The very name "advertainment" sends thrilling vibrations up the spine... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

Whats On Your Business Card?

A professional business card says more about you and your... Read More

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... 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

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

Adding Art to Business Spaces

Larger companies have learned that collecting art adds something special... Read More

If You Lost 70% of Your New Customers, Would You Notice?

Buyers Don't Rely on the Yellow Pages Like They Used... Read More

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business.... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not... Read More

Advertising Inserts

One of the best and easiest ways to advertise without... Read More

Magnetic Business Cards: Make Your Marketing Message Stick

What is it about magnets that draw people to leave... Read More

CD Business Cards- Why Use Them?

CD Business cards are the electronic version of the now... Read More

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More