Advertising in newspapers and magazines can be extremely effective—if it’s done right. We’ve put together a list of things to avoid if you want to see maximum results from your next campaign:
1. Too much information
The most common mistake we see, especially with first-time advertisers, is trying to fit too much information into an ad—and it’s an easy mistake to make. Busy advertisements are ugly to look at and difficult to read. A clear, simple message is most effective.
2. Poor headline or no headline at all
Your ad needs to grab the reader’s attention. This is achieved through the appropriate use of imagery and a headline. Reading your ad is going to take up valuable time, so your headline must promise some kind of benefit or reward to the reader. It should be clear, eye-catching, and able to make a connection with your target audience.
3. All Features, No Benefits
Selling features rather than benefits is a classic business error. The features of your product or service are its attributes – the things that make it what it is. The benefits are what it actually does for your customers. Make sure that your ad messaging clearly defines what the benefits of your product or service are.
4. Ad looks unprofessional
It can be tempting to save yourself a bit of money when advertising and do the design work yourself, but if your attempt looks anything less than professional it’s going to show. Don’t risk turning potential clients off. Invest in high-quality, professional work.
Keep these tips and tricks in mind as you plan your next print advertising campaign. Good luck!