Higher conversions with clear print advertising

You only have seconds to make an immediate, meaningful and lasting impression on your customers, and failure to do so could mean the loss of customers and revenue. Understanding your goals, challenges and limitations will help you get the most out of your print advertising budget.

Your ad has a lot of competition.

As a part of a larger publication, your ad is competing with articles, images and other ads for the spotlight. If your message is unclear or your layout poorly designed and confusing, your potential customer can simply move on to more interesting things. It is critical to grab and hold your audience for at least long enough for them to remember you, preferably long enough to take note of your call to action.

You have a purpose.

Your goal may be to introduce yourself to the market, or it may be to reinforce and already established brand image. It may be to sell a specific product or encourage a specific action, like calling or visiting. There are a multitude of reasons for producing print advertising. Pick a goal, and stick to it. Your headline, body copy and imagery all flow from that.

You can resist temptation.

Once you have established your objective, put forth one unified message. Introduce your purpose with a clear headline. Reinforce that headline with relevant body copy and graphics. Avoid the lure of lists and other irrelevant information that does nothing but clutter and muddy your message. If you try to say too much, you will be easily forgotten. Your ad is as much about your audience as it is about you.

Remember, good design not effective just because it is pretty. Good design is effective because it communicates. Graphics are compelling because they work. A creative professional can work with you from the beginning to help set a goal and create print advertising that achieves that goal. You can have ads that win awards and customers.