Print advertising serves one purpose and one purpose only: to generate interest and increase your sales. When I first started my marketing and advertising career I had no idea how to put together an effective print advertising campaign. I soon realized there was more to creating an effective print ad than simply throwing together a colorful graphic display with a few descriptive phrases.
There are hundreds of proven techniques that have been used by marketers all over the globe to increase the effectiveness of their print ads. I’ve put together a list of seven that will give beginners something to think about as they get started.
- Ditch the images. Images may be nice and even powerful and might even enhance your company’s image, but they do very little when it comes to actually convincing a reader to make a purchase. Avoid flashy images and stick to your main message.
- Write descriptive headlines. We went over this the other day in our first copywriting lesson, but your headline is the first thing your reader will see and, if not written well, the only part of your ad they’ll ever read.
- Create readable advertisements. Use lots of headings and subheadings within your ad, even including a list or two. We live in a fast paced society where people are more interested in skimming over information than actually reading it. Make the information you present as easy to digest as possible.
- Include testimonials. Ask some of your current clients for testimonials that you can include in your advertising pieces. Potential new customers are always more comfortable if they know their peers are happy with your services. Avoid using “anonymous” testimonials, as they’re less believable.
- Identify with your reader. Make your reader feel as though you’re having a conversation. Use first person words such as “you,” “we,” “your,” and “our.” Identifying with your reader on a personal level will make it easier for him to ascertain how your product or service can apply to him personally.
- Offer easy response options. Make sure your prospects know exactly where to go to respond to your ad or get additional information. Include your phone number, a fax number, a marketing email address, or a website where they can get more information. The more options your prospects have, the better.
- Include your website address. Always mention your website in your advertisement, even if it’s only listed in the contact information. Let your readers know that even more information can be found on the pages of your website. Allowing them access to more information will build up their levels of interest and trust.
Incorporate as many of these techniques as possible into your next print advertisement campaign and you’ll soon have more sales leads than you know what to do with. Good luck!
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