How to Create Print Ads that Get Results
“In other words, to achieve ROI,” Marka clarified.
“I love it,” said the always bottom-line-focused Numo, who’d heard the conversation’s last snippet.
“Numo, you’re just in time for my second tip,” Marka said, then began writing again.
Tip #2 for Creating an Excellent Print Ad – Create a Killer Headline.
“According to marketing pioneer Org Ogilvy, on average, five times as many people read an ad’s headline as the body copy,” Marka explained. “Quite simply, the headline determines whether our prospects will read our ad or skip it. The ad’s image might get readers to stop for a second, but if the headline doesn’t offer them something they need, they’ll quickly move on.”
“How do we write a headline that gets attention?” Numo asked.
“Good headlines should follow the Four Us—urgent, useful, unique and ultra-specific,” Marka said. “We’ve covered the Four Us before; it’s an important lesson that any business owner can benefit from.”
Zoot rubbed his chin. “How about: ‘New Torches Can Help You Save 12 Percent on Your Next Heating Bill.’”
“Perfect.” Marka said, then turned to scribble more on the whiteboard.
Tip #3 for Creating an Excellent Print Ad – Imagery Should Support the Ad’s Message.
“Here’s the problem with Flintstone’s ad,” Marka asserted, flipping through Zoot’s issue of Fire Buyer’s Weekly. “His headline says: ‘Flintstone: We’re known for our warm and friendly service.’”
“Right,” Zoot said.
“But below, Flintstone’s mean old mug stares at you,” Marka continued. “Couldn’t they get a picture of him smiling? The image we choose for our ad must visually support the message sent by our copy.”
“How about a photo of a happy FEI customer?” Zoot suggested. “In one hand, he holds a torch. In the other hand, he holds a bundle of Drachmas—Drachmas he’s saved because of FEI’s torch-lighting solutions.”