Although these days when someone thinks about advertising, they tend to think digital ads, print ads still have an important place in your advertising arsenal. In fact, in many ways, print ads are a more curated type of ad. Instead of getting lost in the chaos of online banner ads, pop ups, spam emails, and social ads, print ads are typically in publications directly targeted at your business' audience. For example, if you make surfboard wax, it makes sense to be in a surfing publication. Here are some important steps to consider when designing your print ad.
Creating your ad
Before diving in, look through some magazines or newspapers you like and see which ads grab your attention. It’s a good way to get familiar with the different ad styles out there. Then follow these helpful tips.
The message - There is definitely an “art” to the messaging in a print ad. If you know a good copywriter, it might be wise to give them a call. Unlike digital ads that are limited by character count and tend to be right to the point, your headline and message can be playful, clever, direct, etc., depending on your brand. Catch attention with your headline and then use your messaging to reinforce what makes your product or service so good. It should be clear and concise about the value you provide. Keep the body copy short to let your image or design do much of the work.
The design and image - Design is critical for a print ad. You want to choose an image or illustration that conveys the benefit of your product or service. Example: If your business supplies decor and props for events/weddings, show a beautiful wedding with the happy bride and groom surrounded by the decor and theme you provided. Also, white space is your friend. Let the headline and copy breathe with plenty of space so that the ads don’t feel crowded. Being appealing to the viewer's eye is half the battle. If you need the help of a graphic designer, don’t hesitate to hire one.
Font - Choose a simple font that isn’t too fancy because it needs to be easy to read. If you’ve already chosen a font for your brand guide in Enji, use that for consistency.
Call to action (CTA) - Try to create a sense of urgency with your CTA. A ‘complimentary quote’ or a ‘limited time only’ price can motivate customers to act.
Contact info - Make sure your website, phone number or landing page URL is clear so that people can find you to learn more.
Getting your ad into a publication
Now that your ad is ready for the world to see, follow these steps to get your ad into an industry publication.
Be where your customers are - Know what publications (magazines, newsletters, newspapers) your customers are reading. Your customer persona will help you determine the publications they are reading. Those publications are where your ad should be. (You can make notes in your customer personas under the Strategy tab of your Enji account.)
Request media kits - Once you know the publications you want to advertise in, request a media kit from that magazine or publication. A media kit contains information about a magazine’s editorial, circulation, readership profile, rates, and other information. Compare the reader profile to your customer profile, and make sure your ad fits their specs.
Ad rates - Compare advertising rates by calculating each magazine’s cost per thousand, or CPM. The CPM of a magazine is your cost to reach 1,000 readers. Small Business Chron broke it down this way: One magazine may have a cost of $2,000 per page and 15,000 readers, while another has a cost of $2,500 per page and 20,000 readers. The first magazine has a CPM of approximately $133, while the second has a CPM of $125. This shows you that while the first magazine charges less for full-page ads, it’s a more expensive buy, per reader. Choose an ad that fits in your budget and has the greatest reach.
Placement - If you can request placement of your ads, that would be the best scenario. If possible, ask the publication to put it on a right-hand page where reader eyes finish scanning across. Also, try to be in the first half of the publication rather than the second. Readers tend to fade as they get further into a publication because publications inherently place less interesting content toward the back.
Print ads are a great way to reach customers specific to your market and you may be surprised at the response you receive from a well-placed, well-designed ad.