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Pumping up your print campaign

BBDO founder David Abott espoused that while styles in print advertising evolve superficially, the enduring principles were based on human behavior and therefore remained consistent. In other words, trends in type, color and borders may vary but the elements of a successful ad remain timeless.

While it's not rocket science, there is a formula that will enhance the chances of getting your ad noticed and read.

Capture the reader's attention like a stop sign and direct it like a road map

Have you ever watched someone flip through a magazine? They generally spend about two seconds scanning each page. In order for your ad to break through the clutter, the reader needs to know exactly where to direct their attention. An unmistakable focal point should be followed by a clear path to lead the eye.

Things to keep in mind:

Americans read from left to right
Most readers look down after an illustration or photograph-placing the headline below the visual takes advantage of this tendency.
The reader's journey ends in the lower right hand corner, therefore place phone numbers and URL info there.

Make an emotional connection

The best way to enter the minds of your target market is through the heart. Touch the heart of your consumer and the mind will surely follow. Ads that present powerfully charged emotional stories are the ones that people remember. Don't assume that you have to write a book but if you want people to talk about your ad give them a story they can tell their friends and family.

Write headlines that offer a reason to read more

Advertising maven David Ogilvy claimed that five out of six people only read the headline of a print ad. Therefore, it's critical that your copy captures attention and provokes further investigation. The most effective methods include stating a benefit, arousing interest or breaking news.

Do's
Appeal to readers self-interest by offering clear tangible benefits
Break news that will spur the reader to delve into the text

Keep in mind that if you want the visual to be the focal point the headline needs to be simple and if you have an intriguing headline, keep the visual simple.

Use pictures to attract and convince

If the headline is not the most prominent feature of your ad then the image should take center stage. In his book Visual Persuasion: The Role of Images in Advertising, Paul Messaris writes, "Photographs come with an inherent guarantee of authenticity that is absent from words no matter how authoritative." In other words, seeing is believing.

If cost is not an issue use color photographs to attract greater attention
Green and blue attract the most attention
Models looking directly at the reader are more effective than an off-center gaze

Make text legible

While it may seem painfully obvious, it's amazing how many ads feature fonts that appeal on an aesthetic level but require a magnifying glass to read.

Keep in mind.
Short paragraphs are less daunting- remember that people are pressed for time
Subheads tell your story to glancers
Give readers several points of entry into the text

Test Before, Measure After

Test to see if the ad connects with your audience through formal and informal focus groups. Ask relatives, friends and associates how the ads speak to them. If you don't get the anticipated response then go back to the drawing board.

How to test your ad

A toll free number with a dedicated extension to distinguish calls generated by the ad
A website address that includes a dedicated page
A coupon or code identifying the publication

Learn more about this author, Sean Horrigan.
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