5 Tips For Creating The Perfect Print Ad

5 Tips for Creating the Perfect Print Ad

According to recent research*, professionals spend 24% more time with print ads and recall also tends to be higher than for digital versions. There is undoubtedly a place for quality print content in today’s fast-paced sales environment. Done right, print ads can complement what you’re already doing, reach new markets, and establish you as a leader in your field. Read on for five tips for creating the perfect print ad.

1. Create an attention-getting headline

A headline is both an invitation to keep reading and the reason why you should. It needs to grab the reader’s attention – a difficult feat in today’s saturated marketplace. As with most things, this deceptively simple task starts with knowing your target market’s pain points.

In a recent article**, Indeed.Com suggests 25 tactics to employ when creating the headline for a print ad. The headline can be used to ask a question, solve a problem, appeal to emotion, or offer a deal, among other things. It should be designed with the customer in mind. It is also essential to consider the goals for the ad campaign itself – doing so will often provide a sense of direction.

When in doubt, create several headlines and read them aloud. Test them with subsets of the audience and ask for feedback.

Finally, consider using statistics and humor! Data that can be supported with reliable citations build trust, while humor tends to make the audience more receptive to considering what you have to say.

2. Craft a clear message and call to action.

Deliver a clear and concise message, along with a call to action that is specific and measurable. The message should emphasize the value your brand offers, with examples and testimonials if you have them. Design elements should also maximize readability – while this is an important concept in general, it is mandatory for ads that will be printed. Using simple fonts, incorporating white space, and breaking longer sentences into smaller, more digestible chunks, improves the experience your customers will have with your ad and your brand.

3. Balance text and visuals, and ensure that one does not overpower the other

On the subject of brand, be sure to make consistent design choices that are on-brand. Think about colors, fonts, and visuals that enhance your brand’s image and invite further inspection. A good print ad balances text and visuals and ensures that both elements work together to inspire action. Understanding the colors and imagery most likely to appeal to the target audience is also key; not all viewers will respond similarly. Investigating cultural characteristics and preferences prior to launching a print ad campaign may save time, money, and potential embarrassment in the long run.

4. Differentiate your brand

The competition has never been fiercer. It is therefore essential to differentiate your brand. What sets you above others in the field? What are your market advantages? How can you best compete in a way that maximizes your effectiveness and realizes your business strategy? These questions can guide you toward making important decision about message and design choices. As you proceed, make sure to emphasize your competitive advantage. Colors and imagery can evoke certain concepts and moods in the target audience. A little market research can go a long way toward setting you above the competition in subtle ways that persuade and lead to more conversions.

5. Find a way to track impressions and conversions

While measuring the effectiveness of a print ad often involves more steps than are required for measuring the impact of a digital one, you have several techniques at your disposal. Two of the most often used are creating a distinct URL for the print ad and providing a unique special offer.***

Create a distinct URL for the print ad and consider including a QR code

Landing pages and microsites can be created for individual print ads and made accessible via a unique QR code. By linking a URL to a print ad, you essentially create a way to track it online. A wide range of metrics can then be measured to ascertain the ad’s effectiveness.

Provide a special offer that is unique to the print ad

Never shy away from asking your customers where they encountered your brand. Customer surveys are a valuable tool for measuring the impact of your ads – print and digital alike. Special offers can serve as compensation for customers’ time and insight. Additionally, special offers available only to viewers of specific print ads can provide an indirect way of measuring ad efficacy and generating new business.

Need help reaching your customers where they are? SAGE provides a variety of digital and print solutions. Reach out today for the right advertising solutions for your brand.

*2022 global marketing trends. Deloitte Insights. (n.d.). Retrieved November 2, 2021, from https://www2.deloitte.com/us/en/insights/ topics/marketing-and-sales-operations/global-marketing-trends.html.

**25 tips for creating ad headlines. Indeed Career Guide. (2021, April 22). Retrieved March 8, 2022, from https://www.indeed.com/career-advice/career-development/ad-headline

***ACS Creative in Marketing. (2021, October 27). How to measure print media metrics: ACS Creative. Website Design, Brand Development, Graphic Design & Marketing. Retrieved March 3, 2022, from https://acscreative.com/measuring-print-advertising/