5 Key Elements of an Advertisement – Breaking Down a Successful Print Ad
Creating a winning print ad and developing a message guaranteed to get results can be a challenge. How do you target each generation? Where do you place your call to action? How do you track the success of your ad? How many times do you check it over before it goes to print? There are many elements that can be attributed to success, so let us help.
What is a Print Ad?
Print advertisements are ads that are printing on a physical page. Some examples include newspapers, magazines and journals. Although postcards are printed we usually think of those pieces like direct mail. Other printed mediums like billboards aren’t usually included in the print advertising bucket either.
1. Know Your Audience
In order for your print ad to not only look great but also be effective, you need to understand who you are targeting. Not only who but where they live, work, favourite eating spots, hobbies, etc… In an ideal world, your print ad will speak to your target customer so quickly that they contact you right away. Tools that many direct mail companies will offer allow you to precisely target your ideal customers. These types of targeting tools and demographic analysis can help you make knowing your audience a reality if you do not already.
2. Create An Eye-Catching Headline
When designing your ad, it’s very important to decide what is going to be your main point of focus – this will be the piece that will grab your potential customers’ attention. The main focus for your shared media products can be your images or your eye-catching, bold headline. If you choose to focus on the headline, be sure to relay the benefits to the customer immediately, or share some form of valuable information. Visuals are amazing elements to use if you want to grab your customers’ attention. An image that provokes curiosity can be an easy attention grabber for your ad.
3. Keep your Audience Reading with Engaging Content
If your flyer requires more detail about your product or offer, your attention is equally as valuable on the body copy. Your first sentence is one of the most important parts of your print ad – this is how you will lure the customer in and keep them engaged. Adding testimonials into your ad can be a great way to display your value and add credibility. At the end of your copy, be sure to have a strong call to action. A strong call to action should speak to your customer and let them know what to do.
4. Be Patient, and Track Redemption
The production of great creative pieces takes time – you might not nail it on the first campaign. By split testing ad copy, images, and then tracking performance you will know which version generates more response. Sometimes what seems like a bad idea one day might appear to be brilliant the next and vice versa. Professional marketers and advertisers tend to write 50 – 200 headlines before finding the perfect one. If you want your ad to really generate revenue it will take some time to craft it to perfection.
5. Quality Check and Testing
What you see on a computer isn’t always how it is seen in print. Make sure you see the flyer or print mail piece in the medium it will be sent out on. Testing your ad is as easy as producing a quick test print. Testing your ads before they go out can save you a lot of potential issues with conversion tracking.