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Seven Print Advertising Mistakes to Avoid

By Doug Stine

Research shows that the average American is exposed to as many as 3,000 ads per day. But many ads are never seen by the right audience because they are either in the wrong media or poorly written and designed. Small businesses often can’t afford to hire an ad agency, but they can take some simple steps to become more knowledgeable about advertising and create more compelling ads for their business.

Print ads differ from TV ads in that they offer readers the chance to study a page, so you can deliver more detailed information and a more complete message than, say, a 30-second TV commercial or radio spot. Print also provides an environment that is conducive to your ad. Research shows that people spend more time with magazines than other media and with greater focus of attention.

Once you decide to develop an ad campaign, begin by defining your objectives. Promotional ads are meant for quick sales based on short term objectives, while image ads help cement your business in your readers’ minds over time and predispose them toward purchasing your product.

Finally, if you can only afford to advertise one time, save your money. Research shows that it takes an average of three impressions before a consumer will take action.

MISTAKE #1: FAILING TO UNDERSTAND YOUR TARGET AUDIENCE.
The first crucial step in creating an ad is to understand your audience. Who exactly is your target audience? Write it down. What are their demographics? Are they baby boomers or the millennia generation? What are their characteristics? Do they have a concern for the environment? What are their “pain points”? What motivates them to spend money on a new product or change services?

MISTAKE #2: FAILING TO GRAB THE READER’S ATTENTION.
David Ogilvy, one of the giants in advertising, said, “On average, five times as many people read the headline as read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money.”

One common acronym used as a framework for developing an ad is AIDA (Attention, Interest, Desire, Action).

The headline gets the reader’s attention and dramatizes the problem. It also helps draw the reader into the body copy. The body copy builds interest and creates desire in the reader to try the product. The offer and call to action motivate the reader to take action.

The purpose of your ad is to get attention and move the buyer to the next step in the sales process. Too often, advertisers try to pack as much information as possible into their ad. Instead, focus on a single benefit and save the details for later, or direct the reader to your Web site for more information. Readers respond better to ads that are designed well and have white space that draws their attention.

MISTAKE #3: FAILING TO DELIVER A COMPELLING MESSAGE.
Your ad should offer a compelling benefit that no one else can lay claim to. It used to be called the Unique Selling Proposition (USP).

There are many examples of compel-ling messages. Volvo’s message is “safety.” Apple’s message is “user-friendly.” If you go to the Apple store in the Uptown mall, everything about the store, from their slick stainless steel counters to their simple black-box packaging, screams Apple.

Seth Grodin, renown marketer and author, says that, in today’s marketplace, it’s not enough to be very good. You have to be remarkable. Something has to set you apart from everyone else. He uses the idea of a “purple cow” to make :his point.

Your message must ring true. If you advertise a message that isn’t true, you will only lose customers once they find out the truth.

Be careful of messages that virtually everyone can say. If all of your competitors are offering great customer service, how can you stand out?

Deciding on your message is harder than you may think. Make sure people understand what your company does, and how you are better than your competitors. If you haven’t taken the time to think about it, do it now. Why should I buy from you rather than someone else offering similar product? Do you offer lower prices, better customer service, a hands-on approach? Just how are you different? Highlight the differences, and highlight them in a big way.

Testimonials are one way to offer proof points. Talk to your best customers, and ask for a testimonial. Or write one yourself and have your customer approve it. Try to stress benefits rather than features. A nice hotel room will help you relax, and one that is equipped with wireless Internet will help you communicate when you’re away from home. Saving money on a purchase will enable you to enjoy another latte at Starbucks.

Finally, never deceive your customers. It will only come back to haunt you.

MISTAKE #4: NEGLECTING TO APPEAL TO THE READER’S EMOTIONS.
The best ads go beyond a rational reason for buying a product. They use strong graphics or compelling benefits to motivate readers to respond.

MISTAKE #5: FAILING TO DEVELOP A COMPLETE MARKETING CAMPAIGN
Consistency is important, so you should give careful consideration to all the elements of your marketing campaign. Begin with an objective, carefully define your audience and determine which media are most effective in reaching that audience and are within your budget. Don’t neglect the other factors that affect your company’s image: your company’s Web site, your packaging, press releases., etc. All of these elements need to work together to provide the synergy that will result in increased sales.

MISTAKE #6: FAILING TO INCLUDE AN OFFER.
People like to feel that they’re getting the best deal or the highest quality. Give them what they want. Offer a 20 percent discount or a half-off coupon to build traffic to your place of business, or offer a money-back guarantee.

MISTAKE #7: FAILING TO INCLUDE A CALL TO ACTION.
Finally, inspire your readers to take action. This might mean directing them to your Web site or offering a free brochure or consultation. Professional advertisers think about moving their consumers in a step-wise fashion. You may not sell a new car through your ad, but if you can get them to take a test drive, then you’ve moved them one step closer to a purchasing decision.

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