While there are myriad types of media to promote your message, print ads still seem to be a relevant and effective tool, especially if you’re looking to reach B2B audiences, readers who rely heavily on trade journals for industry trends and business advice.
The challenge is we’re all constantly bombarded with information via magazines, newspapers, television, computers, billboards, radio, smart phones and more. And this deluge of data creates a daunting challenge for marketers looking to get their message to the right audiences in a way that readers take notice.
So, how do you cut through the clutter and create a print ad that grabs your readers’ attention and moves them to action? Here are the three fundamentals.
- Select an eye-catching image that makes the viewer stop and take notice. Of course, it still has to relate to what’s being advertised and to the audience. If you have a large budget, it’s best to set up a professional photo shoot to create the exact photo you want. This is an expensive endeavor so you most likely will have to rely on stock photos and graphic design experts to create that amazing image.
- Write copy based on an old marketing acronym, WIIFM (What’s In It For Me?). Your copy must state why the reader should care, purchase, donate, call, click, etc. The copy needs to be as strong as your image, but should be minimal as possible. I’ve seen plenty of very strong ads that consist of simply a headline, an image and a call to action.
- Motivate your audience to ACT! No ad is complete until you’ve written a strong call to action. Once you’ve interested your reader enough to stop and read, you need to tell them what to do next. Usually the idea is to get them to buy your product or services, pick up the phone and call, or go to their computer and log on.
SAMPLE PRINT ADS
What does it look like when you combine these three elements in your ads? Check out these links:
- Header: Pizza from a Chinese Restaurant?
- Header: It Only Takes a Moment to Lose Something Precious
- Header: How’s That Carrot Working?