At Green Dot, we pride ourselves on creating effective print and newspaper ads for our clients to use in their newspaper advertising campaigns. Advertising in both trade and consumer publications, is almost always recommended as part of an advertising campaign. At Green Dot print ads and newspaper ads are always custom designed for your advertising campaigns.
Newspaper ads are powerful branding tools that help position your product in the marketplace. That's why we research your competition, your customers and your industry before designing your print ads. With this research completed, we find that advertising in newspapers is a lot more effective. Instead of stabbing around in the dark, our clients newspaper ads hit their target and deliver a message that sticks in the consumers mind.
If you are not putting newspaper advertising to use for your company, let our newspaper ad designers create the newspaper ads that can take any business to the next level. Increasing sales with powerful print ads is often a function of picking the right newspapers to target your customers.
Advertising in newspapers successfully requires a smart media buyer familiar with your industry. If your print ads are in front of the wrong audience, sales will be hard to come by. Our media buying department knows all the newspapers you will ever need to be successful advertising in newspapers.
Print advertising is the medium with the most established guidelines on what works and what does not. Ironically, if you look at the bulk of print advertising, it seems no one has heard of these same guidelines. Maybe it is because many ad agencies are more intent on being creative than on selling your product.
Research has shown that, on average, five times as many people read ad headlines than read body copy! What is the lesson here? If your ad headline does not sell your product, the reader will have no reason to read the rest of your print ad. Ad headlines that promise value, helpful information or some kind of benefit work the best. Such information as more miles to the gallon, longer battery life, how to increase sales or got fewer cavities are good examples. If the headline of this piece, for instance, did not interest you or make you think there was something of value inside, would you be reading now? Next time you pick up a magazine, rifle through it and count the number of ad headlines that promise a benefit of any kind.
Headlines that contain news are also a sure bet. On average, ads with news are recalled by 22 percent more people than ads without news. If you are lucky enough to have news to tell, do not hide it. State it loud and clear in your ad headline. News can make your print ads more credible in the eyes of a reader and, therefore, increase your chance of changing brand preference.
What you do not want to do is write tricky ad headlines with puns, double meanings or other obscurities. Contrary to popular belief, this is counterproductive. Readers travel fast, and your headline should broadcast what you have to say without confusing anyone.
True or false? Nobody reads body copy. I invite you to consider this: people who are interested in actually buying your product not only read your advertisement body copy, but are highly interested in it. If you are considering a car, airline or bank, do you not want to know, specifically, what distinguishes it from the competition?
Two factors influence how many people read your advertisement body copy: how well your headline and images do their job, and what you are advertising. More women, for example, will read the body copy of a cosmetics ad than a cigar ad. The average magazine body copy readership is five percent - a number that is actually quite high if you consider that five percent of 1,000,000 is 50,000.
The more specifics you provide in your body copy the better. Long advertisement body copy usually sells more than short except for a few isolated types of products. After studying the results of advertising for retailers, Dr. Charles Edwards concluded that "the more facts you tell, the more you sell." It follows that long advertisement body copy suggests you have something important to say.
It has been proven repeatedly by research that black, serif type on white paper is the easiest to read. This is because most magazines and newspapers are set this way, and our eye is a creature of habit. The little hooks and feet on the letters help your eye flow from one character to the next. Ironically, countless print ads are set in reverse (white on black) - a technique that can be very difficult to read. Also, it is better to use upper and lowercase letters for readability.
After reading these guidelines, you may think they suggest the best newspaper ads look and read more like editorials. That would be the correct assumption. An ad with a picture on top, a headline that broadcasts news and long body copy looks very much like an article.
Furthermore, I suggest using captions under your pictures. Research has shown that more people read captions than read the advertisement body copy. Some people believe print ads should look like advertisements. Why? So the reader knows it is just a advertisement and skips it? Remember this: six times more people read the average article than the average ad. As difficult as it may be to admit, my conclusion is that editors communicate more effectively than admen. The lesson for all us admen, if we want to attract more readers, is to make our print ads look like articles.