Print advertising works.
There is a lot of bad print advertising.
There are a lot of businesses wasting money on bad print advertising.
Newspaper and magazine publishers “design departments” are responsible for creating some of the most useless adverts ever seen. They’re usually designers, they’re not marketers.
Use print advertising services with assisted marketing to give your advertising a chance. Get a marketer on your side.
You know the story – you ran an advert once and it didn’t work so you’ve never advertised again…
Or you’ve heard the old John Wanamaker quote, which I’ll paraphrase,
“I know half my advertising is wasted,
the trouble is I don’t know which half”
…and you’re experiencing the same problem, so you stopped advertising altogether.
That’s a pity, because if it’s done properly print advertising can be quite successful. Just remember these points (these pieces of free advice can save you a fortune):
DO NOT COPY BIG COMPANIES
DO NOT COPY YOUR COMPETITORS
DO NOT BE BORING
DO TARGET THE CUSTOMERS YOU’RE LOOKING FOR
DON’T TRY TO ENTERTAIN THE WORLD
DO USE A PROPER HEADLINE
Some businesses pay thousands for adverts that don’t work. Most of the adverts you see in newspapers and magazines don’t actually work.
For you, the definition of an advert working is that it achieves sales leads or actual sales. It makes the phone ring, it attracts visitors to your website or send them to your door. It generates a direct response.
Most advertising is designed to support “a brand”. Brand advertising does not generate a direct response. Instead it generates…
…well, it generates revenue for publishers. Brand advertising attracts people to the colour, design, entertainment or artistic merits of an advert, like moths are attracted to a lightbulb. If you’re selling colour, design, entertainment or art by all means carry on with your branded adverts. For the rest of us, there are better, more profitable, measurable ways to advertise.
Q: Why shouldn’t you copy big companies?
A: Because their agenda is quite different to yours. They’re playing a very different game. Go ahead and play it if you like, but you’ll be wasting your cash.
Q: Why shouldn’t you copy your competitors?
A: Because copying them assumes that they’re doing their advertising properly. There is a 70% chance that they are not.
Q: Why should your advertising not be boring?
A: Because boring adverts don’t attract any attention. Written properly, your advert will be interesting to the right target customer. You’re not trying to win design awards! What was the cost per lead and cost per sale of your last advert? Did it attract the right customers?
assisted print advertising from AllStrat Engage helps you put together adverts based on time tested direct response techniques. Your adverts probably won’t win design awards but they will be designed to lead to sales.
Have you run a print advert recently? Tell us about it…