A professional copywriter’s first responsibility is to grab the reader’s attention and keep it throughout the copy. Sometimes, that’s easier said than done.
You could write the best copy, but if your ad doesn’t interest your readers (ie. isn’t targeting the right audience), it will all be for nothing. On the other hand, if your ad is catchy but doesn’t follow through with quality information, you’ll also lose them.
To ensure a balance in quality and effectiveness in your advertisements, there is a formula that marketers can use to help keep readers’ attention. The formula is known as AIDA and stands for Attention, Interest, Desire, and Action.
Here are some tips to successfully capture your readers’ attention in newspaper ads.
Know Your Audience
It’s impossible to have an impact on your readers if you don’t know what interests them. Before writing your ad, take the time to consider who they are demographical, what their interests are, and factors like sex, age, income, education levels, and parental status—whatever applies to your offer. Once you have a better understanding of your target audience, you can create an ad with an appropriate message, images, and promotion that sparks their interest.
Make It Readable
The clearer your ad is, the easier it will be for your readers to understand your message. A good tip is to use a clean typeface that is easy to see; in this case, less is more. Useless words in your headline and get straight to the point in your call to action.
Time is of the essence when you post your ads in print media. The faster your readers see your ad and absorb the information they need, the better it will be for you. Your ad should be designed in a way that is easy on the eyes, so they can flow organically from one element to the next. To achieve this, use the inverted pyramid method. Your most important information should be at the top or forefront of your ads and slowly move into the least important information. You should make sure your readers have all the information they need—answer the Who? What? Where? When? Why? How?
Using Text Blocks
Long paragraphs are a lot to digest, and when readers are flipping through a magazine, ads with too much text will get ignored. Try to avoid using long paragraphs and break up your text in blocks. Use shorter sentences and phrases that spark their interest and direct them to your social media channels or website for more information. Save your elaboration for those places and let your ad simply get their attention and interest them in your offer.
Lead with Your Benefits
How is your product or service going to benefit your readers’ lives? This should be one of the first things you consider before creating your ad. Your image and headline are the focal points for your ad, and they should demonstrate the solution you are bringing to a problem they have or an opportunity they want. Knowing your audience will help you understand their problems, so you can lead with your benefits and solutions.
Emphasize the Right Graphics
When readers browse through a magazine or newspaper, the graphic elements like images and bold headlines stand out. When these elements involve your company name, logo, or phone number, the customer may move on to something else. However, if you show a person that looks like your target customer, or if your headline makes your readers laugh or feel an emotional connection, you have a better chance of grabbing their attention. Generally, women respond better to layouts with images that flow together, while men like organized, defined sections.
Keep It Consistent
Readers don’t like chaos. If you use a bunch of different formats, colors, and element styles, they will have a difficult time moving through the parts of your ad. Try to keep your ad consistent, so they can effortlessly flow from one area to the next.
Make It Interactive and Engaging
There is an assumption that print ads and print collateral are boring in comparison to digital ads, but this isn’t always true. Since newspapers and magazines have the sensory advantage of being physical materials, you can use this format to your advantage. Engage your readers by incorporating different textures, glosses, or finishes to your ad so it stands out from the rest of the page.
How North American Media Can Help with Your Newspaper Ad Campaign
Have you been struggling to create print ads that attract your readers’ attention? Do you find it difficult to translate their interest into revenue for your business? Contact our marketing agency and you will get the guidance and support you need to grow your business through your ad campaign.
With our guidance and expertise, we can ensure that whichever method you choose to reach your customers through print, you will get a significant response. We can help you target your prospective customers and influence them with the right words, images, and presentations.
At North American Media, our specialty is helping our clients create newspaper, magazine, and direct mail ads that grab readers’ attention and encourage them to follow through. Our services include direct mail marketing, list brokerage, data solutions, list fulfillment, and list management, and we can create a customized package to suit your goals. We understand the relationship between marketer and consumer and serve a variety of industries. For more information about how we can help grow your business, contact us at (475) 256-0303.
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