How to Write Effective Print Ads

How to Write Effective Print AdsHow to Write Effective Print AdsThe move to digital has meant that print ads are no longer a key part of the marketing mix, as they were for decades. Think back to the last time a print ad caught your eye. However, there is still a need for them, especially if you have a geschftsleben that relates directly to a print publication. However, with more magazines now available to read digitally, the ads still need to work well. Print ads are not easy to write and usually should not be attempted unless youre a professionalad agency copywriter, freelance copywriter, or creative director. But if you cannot afford that option, and are asmall business owner managing your own ad campaign, these elements show you how to write print ads that help you reach customers and get sales. Start With theHeadline Your headline is the first line of copy your reader is going to see in your print ads. A strong headline will hook the potential customer and compel them to rea d more about your products and services. You may come up with a great ad that doesnt require a headline, but those are rare. Usually, you need words to entice the reader. Good headlines from print ads include How will it move you?Wii FitHelp Make Bedtime Worry FreeGoodNites Sleep PantsPower is Nothing Without ControlPirelli TiresIts time to say no to fake foodHellmanns Real Mayonnaise You May Need aSubhead You wont find a subhead in all print ads, but a subhead can often expand on your headline and draw your reader in even further. If the headline asks a question, the subhead can answer it. If the headline makes a cryptic statement, the subhead can reveal more.Subheads from print ads include Headline For nine months, you protected him like no one else could.Subhead Now were here to help.EnfamilHeadline All NewSubhead When was the last time you heard that, and it was actually true?The Saturn SKYHeadline Feed Their WonderSubhead Introducing Lunchables WrapzLunchablesHeadline The L a-Z-Boy Home Theater Collection.Subhead Because customizing your home theater should also extend to your backside.La-Z-Boy Dont Be Afraid of White Space Just because youre buying a full-page print ad doesnt mean you have to fill the entire page with text and images. White space is just as important to your print ads as the copy you write.White space makes your print ads more visually appealing, which will pull more readers into your ad. If your ad doesnt invite the reader in, they wont ever make it to the end. Consider Images Carefully Images are not always required in print ads, but society is very visual these days, and a copy-only ad is not going to win over a lot of people.Remember, any images you use should go hand-in-hand with your copy. Theyre not just for decorative purposes. Original photos are best for your print ads, but you can also use illustrations if your product is technical and photos wouldnt tell the story as well. You can use multiple images as long as the y are important to the ad, such as showing the products uses. Just dont overload your ad with images for the sake of dressing it up. And stay away from stock photography, unless you have no choice. Its not original, and will not help your brand stand out. Dont Ignore Body Copy Many ads these days are photos and logos, sometimes with a headline. These ads are not working hard enough. Unless youre a brand like Nike or Coke, you have a story to tell, and you need body copy to tell that story.The body of your print ads should be written in a conversational tone. Dont overwrite your ad. You have a very limited space to write your copy, so make each word count. Every sentence should explain what it is youre selling and why the customer should choose you.Your customer has a problem, such as bad breath, a boring car, or a bulging waistline. Youre offering the solution in your print ads, such as breath mints, a new sports car, orlow-fatchips. Most print ads youll find in magazines keep t he copybrief unless youre talking about a medical ad that requires legal information on the drug and its side effects to be disclosed. Take a look at a print ad for any prescription drug to see an example.Print ad copy doesnt have to be long. Youre not writing a book and trying to cram every single copy point about your company into the ad. Take a look at print ads in the magazines or newspapers you want to advertise in. Make a note of how long the copy is to see what your competition is doing. Even if these ads arent selling what your company does, they are still your competition because youre competing with them for the customers attention. If your print ads are filled with text from top to bottom, and theyre placed next to an ad with images and brief copy, your ad is likely to go unread. What Is Your Call to Action? What should the customer do now? If you dont tell them, theyll just put your ad down and move on to something else.Tell them to call now, visit your website, rece ive a discount for ordering before a certain date, get a free trial, or receive a gift with their order. You want to make your reader act now as opposed to whenever they get around to it, which could be never- without a solid call to action. Include Contact Information Do not forget your contact information. Dont just include your website because that is where you want people to go. Put every bit of your contact information in all of your print ads. You want to give each customer every possible resource to get in touch with you. Dont just assume everyone will want to visit your website or call you because they saw your number on the print ad.Give the customer options, so theyll choose to contact you.