There is much more to a successful
print advertisement than eye-catching
graphics.
Print advertisements are
visual story telling.
The ‘story’ should not only be visually appealing, it needs to
provide useful information that appeals to the viewer's interests.
Capture the curiosity of the
reader through the use of headlines. Use a strong headline that asks
a pertinent question, or gives a solution-oriented statement.
Stress an idea or benefit in your print ad. Don’t force the reader
to try and uncover the real meaning of the advertisement.
Spotlight the important facts or
features.
Don’t insult the intelligence of your audience. Yes, you may indeed
sell the world’s greatest widget, but will it really lead to a
life of luxury, sipping margaritas in the Bahamas? Show knowledge in
the product or service you are marketing.
Inform the reader how they can learn more about your product or
service. Call 1-800…, return this card for a free brochure, or visit
our website at www…. Include multiple methods of contact.
Phone, email, and web site are all important. Give prospects a
choice of how to contact you.
Tell people what they should do. Have a clear call to
action in your print advertisement.
