You pay a lot for ad space, so you want to get your money’s worth. But you should resist the temptation to try to do too much in one print ad. Nobody’s reading newspapers or magazines because they want to see your ad. At most, they‘ll only spend a few moments with it.
Here are a few tips on making the time they do spend more productive for you—and for them.
Say one thing well.
Think about the single most important idea you’re trying to convey. That’s about all your readers are likely to absorb. For example: Your product/service will save them more money than the competition. Or it’s easier to use (meaning they’ll save time). All the copy points in the ad should reinforce that single compelling message. Use attractive visuals and white space to give the “eye” more of a chance to absorb what you’re trying to convey.
Focus on your reader’s needs, not yours.
Getting customers to buy your products and services is YOUR need. How your products or services solve your customers’ problems is THEIRS. There’s a big difference. Making an emotional connection with their needs makes for a more compelling ad.
Start a relationship.
Getting potential customers to buy without first developing a relationship with them is asking an awful lot for one print ad. You’re better off inviting potential customers to take one small step in the buying process. Relationships start with action—logging on to your Web site to enter a contest, adding their names to your mailing list, trying a demo version of your product, etc. Be sure to give them a reason to want to respond: a free trial offer, free reports, etc.
Make it easy.
Your web address and phone number should be featured prominently in your ad. Don’t make them hunt.
Don’t just communicate. Entertain.
Humor works, so does provocation. The way you communicate is just as important as how you communicate.
