Even with the advent of internet and smart mobile devices, print advertising still has its important place in effective marketing. For example, 17 out 20 people who had consulted the YellowPages will end up making a purchase. It really is hard to find a more effective way to sell. In a poll it was said that a customer on average looks at 4.6 ads and will only contact 2 merchants. Those are the ones with the best designed ads.
So how do you create that print ad that is convincing enough to trigger those reactions? Here are some 8 rules to help design a proper print ad based on analysis of tens of thousands of printed advertisements.
- Do Not Say Too Much
Try to limit your ad to one key message. Make it too busy and your potential customer can only glance at it and lose interest rather than earn you a sale. Does your advertisement contain a lot of empty space? Your immediate answer should be yes.
- Provide All Necessary Information
Pointed lists give the detailed information that comes across in an easy to read way.
- Have a Big Title and Set It Nicely
Text needs to be clear. It needs to be simple and to the point. Importantly, convince the customer of its benefits. Introduce the quality of the the services rendered and let the customer know they are in good hands.
- Go Large or Go Home
Print ads have to draw the eye and have an impact. They ads that do garner attention are the ones that generate the calls. This can also allow you to load more information without it seeming cluttered.
- Select Reinforcing Imagery
Select imagery that reinforces your message. A marketer targeting families could use a photo of a child, striking home with the customer. Smiling faces are often used because they work well.
- Target the Customers Problem and How You Can Solve It
Keep the message positive. You want to help your potential customer overcome a challenge, highlight their solution, not their problem. Selling a mattress should make someone picture a good nights sleep, not the nights of tossing and turning they need to cure. Unconsciously people will associate negative imagery with your product.
- Include External Seals of Quality
Including prizes or seals of approval can always help to reassure potential customers of your products quality.
- Lower Barriers Your Customers Might Perceive
Try to make your advertisement welcoming. Do not make your customer feel they need to commit immediately. Offer a free in store consultation or a way to obtain more information. This way you do not immediately force a “no” from your market.
The overall job of your print ad is to provide all the information the customer needs but also help the reader see themselves as a satisfied customer. Need to hear more about print advertising and how it can help your business? Contact the experts at Signs World Wide for more information and help.
