“The reports of my demise are greatly exaggerated”
Although the humorous quote is attributed to the great author, Mark Twain, it is just as easily applied to the print advertising industry. The development of digital printing services has made print advertising as relevant as ever. In fact, combining print ads with digital ads can form a potent marketing strategy.
The key to getting the most out of your print ads involves knowing what types of information your printed ads should include.
Before you attract the interest of a potential customer to your offer, you first have to grab the attention of a potential customer. A compelling headline highlights one of the key benefits of the product or service that is the focus of the print ad. A large, visually appealing font can encourage a potential customer to continue reading the rest of the ad.
The offer should include the price and quantity of the product or service for sale, as well as how long the offer remains active for consumers. You also can include terms of a discount in an offer, but make sure to keep the content concise.
An effective print ad includes at least one visually-appealing image, preferably a photograph of the product for sale or a business logo that sits right above a caption describing the service your business has to offer. If you add a non-photo image, use a colorful design to attract the attention of readers.
The body of the print ad presents more information about the offer. You can describe the specifications of the product or service in the body, as well as detail your shipping and fulfillment policy. Although the body represents the section of the print ad that has the most content, you should keep it just a few sentences using easy-to-understand language.
Call to Action
You want to create a sense of urgency in the readers of your print ad. One common example of a call to action that triggers a sense of urgency is to emphasize the offer lasts for a limited time. “Act before September 1 to enjoy this discount” is an example of a call to action. Another powerful call to action is “Be one of the first 100 customers to enjoy this incredible deal.”
In one corner of the print ad, list your business name, address, phone number, and website URL. You also should include directions on how to get to your business, as well as information that explains how customers can order the product or service online.
Once you have created a compelling print ad, make sure to place it in the publications that target your audience.