Five Steps to Successful Print Advertising
1. Clearly identify who you want to reach
Whatever product or service you advertise, identify the ideal
customer as specifically as you can. The nature of your product
or service may define this group for you.
For example, if you sell dentures that cost extra for
colour-matching to individuals' natural teeth, then you should
consider advertising to wealthy individuals who value
natural-looking teeth. Your advertising should appeal to their
image-consciousness.
By clearly identifying your target market, you can increase the
response to your ads.
2. Find a publication that your target market reads
Ideally, you will find a publication whose reader profile
perfectly corresponds with your customer profile. Moreover, many
of your established and prospective customers read it regularly,
and none of your direct competitors advertise in it; its
frequency provides good exposure, and its ad rates entail an
acceptable level of risk.
3. Treat your ad as a teaser
Advertising can perform a variety of functions - from increasing
name recognition to evoking specific actions within a specific
time. In any case, successful print ads communicate just enough
to entice their audience.
An insurance broker, for example, might entice a specific group
to call for information. A law firm might entice its target
group - possibly law-school grads- to visit its table at a
career fair. A consulting agency might entice prospective
clients to book a free needs analysis. Know them and your
creative hook should come to you like plain sense.
4. Make a commitment and stick to it
Consistency is critical in print advertising. Most successful
advertisers buy ad space in blocks of time that begin at six
months. Many advertise constantly for years. For print
advertising to work, you need patience and perseverance -
especially in the first few weeks. If steady advertising just
isn't a fit, then buy big advertising - a higher risk. Many do
both and adapt their ads as times change. Whatever your case,
make a commitment.
5. Get professional help
To take good care of your teeth, consult a dentist. To handle
your legal issues properly, consult a lawyer. To communicate
effectively with your target market, talk to a
marketing-communications consultant. Call for a free needs
analysis.