Three Keys to Crafting Successful Print Ads

Home
>
Advertising
>
Three Keys to Crafting Successful Print Ads

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.

In The News:

Yahoo! News: Top Stories

Diplomats seek truce as Gaza's civilian toll rises (AP)

AP - GAZA CITY, Gaza Israel ignored mounting international calls for a cease-fire Monday and said it won't stop its crippling 10-day assault until "peace and tranquility" are achieved in southern Israeli towns in the line of Palestinian rocket fire. Friendly fire killed three Israeli soldiers.

Obama's intel picks short on direct experience (AP)

AP - President-elect Barack Obama's decision to fill the nation's top intelligence jobs with two men short on direct experience in intelligence gathering surprised the spy community and signaled the Democrat's intention for a clean break from Bush administration policies.

Obama says his plan with tax cuts to get quick OK (AP)

AP - President-elect Barack Obama plunged into rare pre-inaugural crisis talks with congressional leaders Monday, declaring the national economy was "bad and getting worse" and embracing tax cuts now expected to reach $300 billion. He predicted lawmakers would approve a mammoth revitalization package within two weeks of his taking office.

Burris says he's senator but Dems won't seat him (AP)

AP - Senate Democrats struggled to avert a showdown steeped in race and corruption Monday as a defiant Roland Burris declared, "I'm a United States senator" and flew to the capital to claim President-elect Barack Obama's old seat in Congress.

Prosecutor wants Madoff jailed without bail (AP)

AP - A prosecutor on Monday asked that Bernard Madoff be jailed pending trial, saying the disgraced financier violated an agreement with the court by mailing watches, jewelry, cufflinks and mittens worth more than $1 million to relatives and friends.

Records reveal anguish of anthrax suspect's wife (AP)

AP - Anthrax mailing suspect Bruce Ivins tormented his wife with rudeness and behaved erratically in the weeks before the Army scientist took his own life by overdosing on Tylenol, according to documents released Monday.

Milky Way the galaxy not snack-sized anymore (AP)

AP - Take that, Andromeda! For decades, astronomers thought when it came to the major galaxies in Earth's cosmic neighborhood, our Milky Way was a weak sister to the larger Andromeda. Not anymore. The Milky Way is considerably larger, bulkier and spinning faster than astronomers once thought, Andromeda's equal.

Death certificate: Travolta son killed by seizure (AP)

AP - Jett Travolta's body shows no sign of head trauma and his death certificate says he was killed by a seizure, an undertaker said Monday, after doctors performed an autopsy on the 16-year-old son of the U.S actor.

Boy, 4, shoots babysitter for stepping on his foot (AP)

AP - Police say an angry 4-year-old Ohio boy grabbed a gun from a closet and shot his baby sitter. Nathan Beavers, 18, was hospitalized Sunday with minor wounds to his arm and side after the shotgun attack. Police say another teen was also injured.

AP Source: Bradley, Cubs agree to $30M, 3-yr deal (AP)

AP - The Chicago Cubs and free agent Milton Bradley reached a preliminary agreement Monday on a $30 million, three-year contract, according to a person familiar with the negotiations. The deal is subject to a physical scheduled for Thursday, the person said, speaking on condition of anonymity because the deal had not been finalized.

Israel deaf to truce calls as Gaza battles rage on (Reuters)

Reuters - Israeli troops backed by air strikes fought to seize ground from Hamas militants deep inside the Gaza Strip on Monday despite international calls for a ceasefire in a conflict that has killed more than 540 Palestinians in 10 days.

Prosecutors seek to jail Madoff (Reuters)

Reuters - U.S. prosecutors asked a judge to jail accused swindler Bernard Madoff on Monday, saying he sent jewelry and other items worth more than $1 million to family and friends in violation of his bail.

Obama picks former Clinton aide Panetta for CIA (Reuters)

Reuters - President-elect Barack Obama has chosen former White House chief of staff Leon Panetta to lead the CIA, which has been widely criticized for harsh interrogation of terrorism suspects, Democratic officials said on Monday.

U.S., Germany mull tax cuts (Reuters)

Reuters - The prospect of new tax cuts in the United States and Germany injected a measure of New Year cheer on Monday, even as automakers wrapped up 2008 as their worst in more than 15 years with yet another month of slumping U.S. sales.

Obama seeks swift passage of fiscal package (Reuters)

Reuters - With the economic outlook darkening, U.S. President-elect Democrat Barack Obama went to Congress two weeks before taking office to try to entice Republican support for a massive stimulus package with talk of big tax cuts.

Apple's Jobs reassures investors about his health (Reuters)

Reuters - Apple Inc Chief Executive Steve Jobs sought to soothe investor concerns about his health on Monday, saying his weight loss was caused by a hormone imbalance that is relatively simple to treat.

Democrat wins Minnesota Senate seat in recount (Reuters)

Reuters - Democrat Al Franken beat Republican incumbent Norm Coleman to win the U.S. Senate seat from Minnesota, officials conducting a final recount said on Monday, though the loser promised to challenge the result.

California gay marriage battle turns to court role (Reuters)

Reuters - The legal battle over gay marriage in California turned on Monday to whether the state's top court could strike down a change in the state constitution that was approved by voters.

Fighting rages in Gaza as Israel spurns truce calls (AFP)

AFP - The heaviest fighting of Israel's war on Hamas raged in Gaza City early on Tuesday as Israeli Prime Minister Ehud Olmert rebuffed appeals to stop the death toll from mounting further.

In distraction for Obama, chaos stalks new Senate (AFP)

AFP - The new US Senate is set to convene in a swirl of allegations of corruption, voter fraud and dynastic nepotism that threatens to dog the early days of Barack Obama's presidency.

Three Keys to Crafting Successful Print Ads

Advertising Advertising