How to Create an Awesome Print Ad

If you listened to or watched our recent podcast you'll know that print marketing is still important. In a nutshell, print marketing is more personal, it grabs attention, it give you a competitive edge, it allows people to disconnect from technology, builds reputation and credibility and it opens up creative ways to advertise your brand.

Now that you know why print marketing is still important in 2017, let's dive into how to actually create an awesome print ad.

Create an Awesome Headline

It all starts with the headline. It's the first thing people will see. It doesn't have to be super long you just have to make it compelling enough to get your audience to carry on reading your advert. Remember an ad is just a journey that leads people to the call to action.

Empty Space Is Fine.

You don't have to fill up space just for the sake of it. Empty space is not such a bad thing. As long as the content you have on the ad leads your prospect to take action that is the main thing. Remember people are busy, they don't have time to read a novel. You only have a few seconds to make an impression. Make sure you grab their attention in that short window.

Images are Key

In today's world images are everything! adverts with images tend to get a much higher engagement rate than those without. That doesn't mean you should just go out and stick any old image on your ad. Use an image that tells a story. If you have a technical product you might want to consider annotating your product outlining some of the main features.

Tell a Story in the Copy- Don't Leave it Blank

Your advert needs to tell a story. It's the best way to sell your product or service (most of the time). And as mentioned earlier it doesn't have to be long. It can literally be a few short sentences that describes the thing that you are selling. You probably wont get much space any way so you'll have no choice but to make it short.

 

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Sources: https://www.dscreative.co.uk/printing-blog/175-7-reasons-why-print-marketing-is-still-important

https://www.thebalance.com/how-to-write-effective-print-ads-39151


Traditional vs Modern Marketing Methods

In this article we are doing a straight head to head between traditional marketing and modern day marketing. To keep this short and sweet, we have picked two of the best from each generation (or we would be here all day).

To kick things off let's talk about about some modern marketing methods.

PPC

For those of you that don’t know what PPC (Pay Per Click) is, it is essentially like an auction where the highest bidder wins that particular click which will go to their website/offer.

So why is it so great?

Pros- Speed to market and is easily "trackable"

Cons- Can get very expensive. PPC can also get quite complicated which is why so many people just quit doing it.

SEO

SEO (Search Engine Optimisation) is another great modern day marketing channel. SEO is the process of organically ranking your site higher in search engine There are many advantages to it but I will just list a few.

Pros- SEO can send a flood of constant visitors to your website on a daily basis. You will be seen as more trustworthy.

Cons- As mentioned earlier SEO can take a while and there is no guarantee that you will even get ranked. Remember, the search engines have the final say. You may get penalised by Google.

What Is Telemarketing? It was called Telemarketing back in the day…but now 99.9% of people would probably call it ‘cold calling’. Historically it consisted of companies hundreds/thousands of phone calls to potential customers. Technology has aided the calls with video calls, conference calls etc being available. It can also be used to conduct surveys, questionnaire or information gathering (which political campaigners use heavily prior to elections) which some may find slightly less intrusive.

Pros – Get to speak to someone directly

Cons – they are not expecting your call and it might not be the decision maker. You also only have one chance to generally impress/interest them.

Direct Mail

Direct-mail marketing creates awareness of a product through postcards, brochures, letters and flyers sent through mail. Direct-mail marketing can be expensive as a business incurs design and printing costs as well as postage expenses to reach its target.

Pros – It’s still a classic way for Takeaways/Pizza places to get into local house in their area – still works us if we are honest. And some people in this digital age, actually like getting a tangible piece of mail instead of digitally.

Cons – A lot of people mainly throw them away as soon as they come through the mail and a lot of people have a ‘No Junk Mail’ sticker on their door too – It’s sooooo 10 years ago!

The Verdict

Overall you would have to say that they all have their pros and cons on why you should use them…even cold calling, sorry Telemarketing and it would probably come down to personal preference and budget on what would be best for your business. One of the best things to do is to talk about your business with someone like us and we could advise what strategy to use on your business.

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