Print Advertising is Smart AdvertisingPosted by Nicole
In my last post I wrote about print advertising being a proven marketing tool, especially for branding purposes. In this post, I’d like to share some additional benefits of print as a medium for advertising for both small and large businesses, and offer some tips to make your next print campaign more profitable.
Why Print Advertising is Smart Advertising
One of the great advantages for small business owners is the affordability of print advertising. While the cost of print ads in magazines may still run high, the cost of printing business cards, fliers, brochures, and posters from your local print shop has decreased in recent years, making print advertising more cost effective. Combined with an approach that is highly targeted, a print campaign can yield a high ROI, especially for highly share-able print ads that create coveted word-of-mouth advertising.
Here are a few more reasons print is still a great advertising medium:
- brand recall is much better for print advertisements than TV or internet banner ads thanks to increased engagement
- printed matter can reach its audience, circulate, and be re-read over and over again for a long period of time
- a flier, brochure, or print ad has the benefit of prolonged exposure as readers digest the message at their own (slower) pace
Now that you know why you should invest in print advertising, here are some tips to get you started.
5 Tips for More Profitable Print Ads
- Befriend an amazing graphic designer. A great proportion of the success of your ad will be attributed to its visual impact, layout, and overall appeal.
- Craft a great headline. Advertising guru David Ogilvy states that five times as many people read headlines as the rest of your copy. Make it five words or less, include a benefit, and make it catchy!
- Print offers more “leeway” with word count than the web. While you are not writing a novel in verse and plain language principles still apply, you have a bit more time to give your readers the information they need while appealing to their intellects and hearts.
- Three simple rules for copy: it should be clean, compelling, and lead your reader to the one (and only one) thing your ad asks them to do.
- Lastly, make it easy for your customers to find you. Your contact info must stand out from the rest of your copy. Your customers want to get in touch with you the way they find easiest, so give them options.
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