Print advertising can be an effective medium, if done with out-of-the-box creativity and focus.  Most ads out there are mediocre at best.  Don’t waste good money on placement of bad creative and messaging.  Below are a few tips to remember:

1.  Headlines need to grab the reader’s attention. Intrigue, challenge, ask a question, highlight an offer… whatever you do, don’t be boring!  (Recently, I came across this plain black & white billboard: Your wife is HOT! You better call the AC company… It definitely got my attention.)

2. Stay focused on one core message.  When writing copy, use minimal text focused on a central idea.  Your core message should be to-the-point and kept short. (Got Milk?)

3. Make your point visually.  We all know one picture tells a thousand words.  Choose your imagery wisely and DON’T do what all your competitors are doing.  Create something that separates you from the rest.  Select images that convey your message in an unexpected way.

TIP: Create a sample file with great ads that grab your attention and work for you.  Call it your inspiration file and review each time you create a new campaign. Get inspired!

“The philosophy behind much advertising is based on the old observation that every (wo)man is really two (wo)men—the (wo)man (s)he is and the (wo)man (s)he wants to be.” Quote from William Feather.  Read entire article: Ideals and Promises: Selling an Achievable Dream to Your Target Market >>