Advertising your business in print isn’t a tactic to be used by just established businesses. According to Nielsen Claritas, nearly half of all households in the Boston area consider newspapers to be the media they trust the most. Placing your ad within a trusted publication gives your business credibility to potential customers.
While digital ads are usually one of a few set sizes, advertising in print gives your business many options depending on your message and budget. From business card size ads to full page spreads, or advertising in color or black & white ink, your print ad should have similar themes no matter the specifications.
Clear and Bold Font
Print ads are not the time to explore the look and style of different fonts. Stick to easy to read styles and a bold type, so your message is clear and understood by customers.
Straight to the Point Messaging
Don’t create a pitch to customers that is too complicated or hard to decipher. The text in your ad should be focused on what your promotion is and how customers can take advantage of it. Use the 5 W’s to inform readers:
- Who you are.
- What you are offering.
- Where they can find you.
- When can they visit you.
- How can they take advantage of the promotion.
Depending on how large the space of your ad is, and how much text you intend to use, your image selection needs to be used wisely. For smaller ads you may only have room for your brand’s logo. For larger options you can include images and photos that help sell the product, service, or a feeling to the customer.
White Space is a Good Thing
The delicate balance in creating a print ad is writing an informative pitch and sharing an engaging image, while making sure the ad doesn’t become too cluttered or confusing to readers. White space refers to parts of the ad design where there are no text or images. It keeps the ad clear of distractions and the consumer is able to focus on your message.
Don’t Forget Your Call-to-Action
It may be easy to spend so much time designing and planning your messaging of your ad, that you forget to include a call-to-action (CTA). A CTA is the language that draws the customer to make contact with your business. Make this language direct and bold to imply that the more immediate their communication with you, the easier it will be to take advantage of the promotion.
Advertising in print publications may not seem as flashy as some digital advertising opportunities, but they are still trusted and read by consumers, and these consumers are more likely to be in a position to engage and act on the ads. Nielsen Claritas reports that more than a third of all households in the Boston area made a purchase in the last month as a result of seeing a newspaper ad. Join other businesses that are successfully engaging with readers through print advertising today.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, sending facts, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.