The goal of print marketing is to deliver important data and a call-to-action to a target audience. You need to inform the readers about a particular product, service, or event and get them to take action to support your marketing goals. To ensure that your advertising dollars are spent well, keep these 8 important factors in mind:
- The design looks amazing!
- The strongest tool in advertising is visual appeal. Readers are busy. They are also constantly bombarded with information from every different media outlet. An interesting and visually stimulating advertisement can make it worth their time to notice your ad.
- The page flows smoothly.
- The advertisement should have an easily discernible flow. Images should lead the reader on a clearly defined journey through the page. The data should be a presented in natural progression; like a well-written story.
- The copy is clear and easy to read.
- The text and typography should be easy to read. Use the correct font, font size, and layout to make sure your message is clear and concise. Graphic design can be powerful and intricate art form but make sure the design does not complicate the message.
- The target audience is clearly defined.
- The effectiveness of an advertisement is also largely determined by who your target audience is and how you go about reaching them. If you create an ad with no particular target audience, it is difficult to provide a call-to-action unless you have a truly universally-appealing product or service. Try narrowing your scope and really catering to the needs of a particular group. They will appreciate the specialized attention and will be much more likely to respond in a positive way.
- The data is comfortable and familiar.
- Include content that immerses the reader in text and images they are comfortable reading. Not every reader wants specific technical details. Some prefer charts and graphs instead of reading data through a text paragraph. Others respond better to a well-composed narrative that reads like a novel.
- The reader is provided with incentives for taking action.
- You’ve made your call-to-action, but what motivation does the reader have to actually act? Provide them with the promise of a future reward. If you are selling business suits, don’t just talk about how nice they look. Explain that the suits will make the reader feel professional and confident. The goal is to show how your product or service will add value to someone’s life.
- The ad focuses on the customer, not the company.
- The advertisement should be promoting the reward for the customer and not the company behind the reward. For example: readers don’t care about the company that makes their motor oil, they care about the effect of the motor oil on their vehicle.
- The ad shows readers what your company stands for without distracting from the message.
- Your company has a mission statement and a core set of values that you worked hard to develop. These things should certainly be present in your advertisements in a subtle way. Don’t make your company the focus of the ad, but be certain that your company’s spirit shines through the ad.
Stay focused on these important elements and your print marketing will have a much better chance of effectively reaching your customers.