Despite the decline in print publications and the rise in internet marketing, print advertising is still an effective method for getting the word out about your products and services. The trick to running a successful print campaign, however, depends on your abililty to avoid a few common mistakes when designing your ads.

Trying to be Different

No two marketing campains are alike but I can guarantee one thing. Every single marketing team in the country is gathered around the conference room table asking “how can we  be different.” In our quest to become different we often stray too far out of the box and either gain negative attention or no attention at all. Sit back, be cool, and let the others do strange things. Your clients will appreciate you for acting normal.

Focusing on Features

There is a huge difference between benefits and features. Features are added perks. Benefits are things your clients can use. Make sure your advertising method focuses on the features your product has to offer – the things that will help your client to grow his own business.

Overlooking Current Customers

Don’t forget to design print ads that target your current customers. They’re already interested in what you have to offer but won’t know about new services and features unless you make them aware.

Running a Short Campaign

Advertising is tricky and if you plan on running a print campaign you need to be prepared to give it at least a year to work. A lot of businesses give up after 3-6 months because they don’t see results and can’t afford to continue but the truth is that their brand simply isn’t well-known yet.

Changing Your Ads

It may be tempting to change your advertisements frequently but the truth is that you need to pick a general ad template and let it ride for a longer period of time. You can change the information about your seasonal specials but the overall layout should stay the same in order to avoid confusing your customers.

Avoid these mistakes and you’ll likely see better results from your print advertisements, even if it takes a while to get them going. Good luck!

Sean

Sean McPheat

Marketing Consultant – Motivational Speaker – Sales Expert