How to create effective print ads?

The more cluttered the advertisement is, the less likely it is to be read. Stick to the point by focusing on one message, and use enough white space to keep the advertisement easy to read!

Try to avoid endless lists and long paragraphs presenting benefits and applications. Focus on the most important Unique Selling Points (USPs) and use them to illustrate your point.

Good visual support is essential for your advertisement. Make sure your chosen image is unique and surprising, and visually reinforces your message. Remember to take a look at competitors’ ads; do not use the same images!

Don’t give everything away immediately. Make sure your ad is stimulating and arouses your audience’s curiosity. That way, your message will stick in their minds for longer.

Make sure your ad is not about you, but instead helps your audience to understand how and why you can meet their needs.

Create a sense of urgency when potential customers see your ad. Use a clear call to action (CTA), such as a discount code that is valid for a limited time or a brochure available for free download from your website.

Think carefully about what would be a logical next step for someone who sees your ad. To maximise your chance of success, don’t ask for too much commitment. If you are introducing a brand-new product, for example, potential customers are likely to want to obtain more information first rather than buying it immediately, so focus on that objective instead of aiming for an instant purchase.

Make sure that potential customers do not have to search for your contact details or a way to obtain more information.

If possible, try to place your ad next to, or in the vicinity of, relevant content. This significantly increases your chances of being seen by an interested audience.

Support your ad with a relevant article or a good case study of your own to enhance your ad’s relevance and improve your likelihood of success!

As with all forms of marketing, there are many roads that lead to Rome. Make sure to continuously test, measure and evaluate your print advertisements. Of course, the effect is more difficult to measure than for a digital ad, but fortunately it’s not impossible. CTAs can be a big help, but you could also consider the use of qualitative research based on a test panel, for example. Always make sure you use the correct metrics that suit your purpose or goals.

Do you want to know more about print advertising? Ask your questions to one of our marketing advisors via the contact form or check our print advertising page.