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Tips for Writing Your Own Newspaper Ad
Creating a good advertisement in a newspaper can be more challenging than you think. There are many factors that either appeal or turn away consumers, so it is imperative that you take these things into consideration when you purchase newspaper advertising space. Here are some important tips for newspaper space buyers!
Choose Your Newspapers Carefully
It can be expensive to post your newspaper advertisement in regional and national issues. Choosing local or community papers will be more affordable and will allow you to focus your ad on a targeted audience. It may not make sense to post your ad to the entire state if your services are focused on a particular group of local towns.
Pay Attention to Your Competition
Before you post your newspaper ad and launch your campaign, you should consider what your competition is doing. Chances are, they are also using newspapers to distribute their messages, which will impact your effectiveness. Find ways to make your ad stand out more than your competitors so your message is not lost.
Use a Powerful Headline
The average person is bombarded by advertisements everywhere they go: Online popup ads, ads interrupting social media, ads on cars and buses, and ads littered in magazines and newspapers. If you don’t want your ad to be ignored, it is wise to make sure you use a powerful, convincing headline. Your headline is like your first impression. It’s the first bit of information a consumer gets about your company and your offer. As you consider your headline, think about who you are trying to attract, and what would get their attention.
Create a Hierarchy of Information
The attention span of the average reader is 8 to 12 seconds, so it makes sense to choose your most valuable information for the beginning of your ad. You should start off with what is most important, such as your offer, and follow it up with less important information, leading up to your call to action. That way, if they are excited about your offer, they will skip the middle information and go directly to your call to action for your contact information.
Less Is More
Keeping your ad as simple as possible will prevent your readers from feeling overwhelmed or skipping your message entirely to move onto something else. Too much information may sound like an effective way to convince your readers to contact you, but it actually deters them. Keep your ad as simple as possible, only including useful information that would help the consumer.
Use Your Space Wisely
By leaving some white space in your ad, your reader has more time to mentally process your message. Filling up your entire ad space with words can make your ad look cluttered and overwhelming.
Think about Typography
Did you know that there are certain fonts that do better in ads than others? According to research, sans-serif fonts tend to be more successful, and using different sizes can be useful to highlight more important aspects of your copy. However, if you use too many sizes, colors, or font types, your ad will not look uniform and may annoy your readers. Many experts say it is best to avoid fonts like Comic Sans, Curlz, and Papyrus.
Talk about the Benefits You Offer
Keep in mind that consumers are generally more interested in what a company can do for them, than what the company does. Be sure to explain the benefits of your product or service for your consumer, instead of simply stating the features of your offer. A great exercise to do before you launch your campaign is to figure out the following:
- What are all your services or products? Make a list.
- For each item, list all of their features.
- For each feature, list all of the benefits for your customers.
Make a Risk-Free Offer
Consumers work hard for their money and are wary of accidentally spending their earnings on low-quality products or scams. This is why your offer must be completely risk-free. You need to find a way to take away your consumers’ fears when it comes to your products and services. If consumers feel like they will lose their money or regret their purchase, they won’t follow through with your call to action. You can remove this fear by offering a risk-free guarantee—knowing they have nothing to lose by purchasing your product will give them peace of mind. Your risk-free guarantee should also be a part of your return policy, so as long as your customer is dissatisfied with your product or service, they can get their money back.
Call to Action
One of the most important elements of your newspaper ad is your call to action. This aspect invites the consumer to do something or act in response to your ad. This can mean contacting you with a phone call, visiting your web site, or going to your store to shop. By offering free consultations, a discount, or notifying them of a store-wide sale, you will increase their incentive to follow up and make a purchase.
Make It Seem Urgent
Your ad’s lasting power is short, which is why it needs to convince your target audience to act right away. You can achieve this by making your offer sound irresistible, and limiting the time of the offer to a few days or a week. By creating a sense of urgency, you may even inspire consumers to shop when they didn’t plan to!
Use Exciting Graphics
Appeal to the visual interest of your consumers by using exciting graphics in your ad. Post a picture of your offer, use a bright color, or include a visual element that draws their attention to your ad.
Let Macromark Help with Your Newspaper Ad Campaign
These tips can help your promotions stand out in the newspaper and appeal to your prospects. You will be able to grab your reader’s attention and inspire them to take action when you carefully plan out your ad content and visuals. If you need assistance in creating a beautiful ad that brings success to your business, our marketing agency can help you!
At Macromark, we specialize in helping our clients create robust, effective, successful newspaper and print ad campaigns. Our services are geared to help you target your audience, retain customers, and build your reputation among your audience as a company they can trust. If you need help catching the eyes of your readers and establishing an effective advertising campaign, consider working with us. Our services also include direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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