Your business’s print advertisements need to give readers a reason to be interested in your business; they must be clear, succinct, informative, and inviting. Your print ad has just a split second to attract attention and quickly explain why your product or service has some lasting benefit to those who read about it.
Research to see who your real competition is. (Google your top 5 keywords). Why are you different?
Know more about your target audience than they do. Nothing will allow you to create better print ads than understanding what your audience is all about. Target your ad to your best customer. Ultimately a good print advertisement should get people to buy your product or service right away, but that’s not always the case.
Note: For new products or services, print advertisements are used to increase brand awareness, and may take about 6 or 7 times of viewing before a consumer tries a new product or service. However, the more you understand your target market, the more you can design a print ad that sells.
Do not give equal weight to several elements because it tends to scramble the brain. The brain likes clear directions.
Do not get too creative so that your meaning is lost or obscured. Be clear and concise.
Use font that is easy to read and relates to the type of business you are. Font style is very important!
When creating print advertising, it’s important to decide what’s going to be the HEADLINE that’s going to make someone stop and look at your ad.
Headlines are usually one of these:
(a) a benefit to the consumer;
(b) news to share;
In addition to the main headline, a SUBHEADING can impart secondary information. The headline must grab readers, but the subheading can explain the deal further. Not all ads require a subheading, but this element, generally set in smaller type, is there to give the reader additional information without cluttering up your ad.
The majority of print ads generally focus on the HEADLINE or the GRAPHIC, but there is a chance that you may want to explain more about your product to customers and if you have a large ad space you can use it to explain it further.
FOCUS ON THE BENEFITS of your products or services, do not just list your features.
Be BRIEF — and possibly not include details.
The first line should be a continuation of the headline and should state the most important benefit.