How to Create a Print Ad that Gets Results – Part II

Last week, FEI marketing whiz Marka gave Zoot and Numo some tips on creating effective print ads. This week, Marka teaches them more best practices for print ads. Remember, fire = print.

The FEI tribe had gathered in the conference room. Zoot leapt from his seat, aiming to grab a grogaccino from down the hall before the meeting started.

“Zoot, would you be so kind as to possibly get me some of that same beverage that you’re currently drinking?” Numo asked.

Zoot shook his head in confusion. “What did you just say?”

“Please get me a grogaccino,” Numo clarified.

“You should’ve just said that the first time,” Zoot said. “Making a clear, direct—but polite—command is how you get someone to do something.”

“Zoot, you’ve touched on one of today’s key points,” Marka interjected.

“I thought we were going to talk about creating a print ad that will sell more torches,” Zoot said.

“We are,” Marka replied. “An important element in any print ad is the call to action. An effective call to action—as you mentioned—should be simple and straightforward. Let me tell you more.” [Marka began writing on the whiteboard.]

Tip #4 for creating an excellent print ad – Include a clear, undeniable call to action.

“Our ad’s goal is to get readers to do something,” Marka explained. “The call to action nudges them toward taking an intended action: calling a toll-free number, scanning a QR code, emailing us, visiting our O-site, or something else.”

“Good calls to action usually have a few things in common,” Marka added, then started writing again.

  • Urgency—Give readers a reason to take action now, not in a few weeks.
    * Example: “Call 1-800-FEI-FIRE to take advantage of our ‘Torches for Restaurants’ promotion. This promotion ends on 8/15, so call today!”
  • Simple and Clear Language—Be clear about what’s being offered, why readers should want it, and how they can get it. Do all that in a few simple, compelling words.
    * Example: “Call 1-800-FEI-FIRE and get your free sample of our new, time-saving ZX Torch.”
  • Benefit-driven Message—Make sure your call to action answers this vital question: What’s in it for the reader?
    * Example: “Scan the QR code to discover how FEI’s oven-lighting solutions can help your restaurant cook its food 20 precent faster.”

[Marka returned to writing on the whiteboard.]

Tip #5 for Creating an Excellent Print Ad – Incorporate QR codes.

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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  • Amanda Stephens

    Excellent information!