Print Ads – Still Relevant & Powerful as Ever
Magazines – The Better Ones Anyway – Are Springing Back!
In these days of viral videos, it's easy to overlook the art of print ads, but they're as relevant and powerful as ever. When designing a print ad it should be obvious who it's an ad for and it should be an innovative concept that's going to stick in people's minds.
We're Seeing More Humor
In 2013 ad execs are more often turn to the humorous, irreverent, or even outlandish to break through the clutter and demand attention. Sure, sometimes their jokes fall flat; but do it well, and the effect goes beyond the eyes, to the brain, to the emotions, and most of all, to behavior change.
Clear, Concise and Focused Copy
The copy or text must communicate in clear, concise and focused language. Start with a headline that grabs the reader's attention, sparks interest in your product and conveys your message succinctly. The headline is the single most-important element of a print ad. Potential customers have only seconds to read your ad so keep body copy brief and to the point. Include the company logo and slogan/tagline.
An Irresistable Offer
A good print ad offers readers an irresistible and immediate benefit or reason to learn more about your product. This can be anything from a hot new product to a sale or limited-time discount. Your offer is the hook that draws the reader in and it should be the focus of your ad.
Layout Using a Focal Point
The layout is the way you put all the elements together to create the final ad. Your layout needs a focal point — usually the picture or headline — for readers' eyes to land on, then the white space, graphic and text elements should lead them through the copy to the company signature. Make the final layout match the ad's ultimate printed appearance in every detail.
An Urgent Call to Action
Include a sense of urgency in your ad. Don't just tell readers about your product, urge them to take action today in order to benefit from your offer. Set a time limit and clear, concise instructions for what readers should do. Call to action statements include: “Call Today to Reserve Your Copy,” “Only 100 Copies in Store, Come in to Reserve Yours” and “Only the First 50 Customers Receive a Free T-Shirt, Come in Today.”
Place Your Ad Where Your Customers Already Are
Where you place your print advertising affects its success. Place your ad in publications that reach your target market. When you place your ad, ask the publication for statistics on their demographics. Choose a publication that reaches potential prospects who are the right age, demographic and income bracket.