Successful Sales Advertising
Before TV and the Internet, companies had few options for advertising. The
local newspaper was the most effective way to be noticed by the public.
Advertising agencies specialized in print media and knew how to generate sales
from newspaper and magazine ads.
Today, companies have several options for advertising their products or
services. The American consumer can now see ads in color, complete with flashes,
animation, or action sequences. How can newspaper advertising compete with
modern technology?
The key to developing successful print media for newspapers or magazines is
drawing the reader’s eye to your ad. Following are three tips to help create
effective newspaper ads and to make sure the reader will notice your product,
even without commercial celebrity promotion:
Colors Attract the Eye
Recent studies show that readers remember 65% more of ads that are in color
over those that in black and white. Strive for colors that are pleasing to the
eye while still able to stand out in a crowd of other advertisements. Your
successful blending of colors will attract the reader’s attention to your ad.
A Picture is Worth a Thousand Words
Newspaper and magazine readers want information, but they want the
information as quickly and effortlessly as possible. If they have to decipher a
paragraph to understand what you are selling, your advertisement will be less
effective.
Limited space is also a factor in newspaper and magazine ads. The most
effective way to increase sales is to provide an eye-catching image of your
product or service. It will save both you and your reader valuable time.
Extra, Extra! Read All About It
Once you have caught both their eye and interest with color and a picture, a
great headline will be the lynchpin of a successful advertisement. A powerful
headline will build further interest within the reader, create a personal
connection with the product or service, and let the readers know why they should
desire your product or service.
Headlines are quick and easy to read and so, typically, they should be no
longer than 14 words. The headline must be connected to the image or picture so
that you continue to build interest for the reader. Do not show a picture of a
dining room table, for example, and then have a headline promoting a lawn
service company. This is an ineffective advertisement.
Headlines with the word “you” in the first five words help create a
personal connection with the reader. The word “you” followed by your product’s
ultimate benefit will let the readers know why they should call your company or
visit your store to learn more about the product or service advertised.
The combination of colors, images, and great headlines will ensure that you
have an effective advertisement that produces sales.
Author: James A. (Jim) Baker
James A. Baker is the Chairman and Founder of Baker
Communications. Baker is a sales training and
development company specializing in helping client
companies increase their sales and profits. He can
be reached at 713-627-7700 or
jim.baker@bakercommunications.com.
