Many marketers underestimate the possibilities of newspaper advertising and focus only on digital strategies . And in vain. This is an excellent communication channel. Allows you to target your offer to a specific demographic niche and guarantees results. However, a smart approach is required.
The right message for the right audience
You may have tried advertising on newspaperin the form of a business card with information about the company name, address, and telephone number. It is unlikely that such a layout will bring you a large number of clients. When creating advertising, you need to understand who your ideal buyer is and how your products or services meet their needs.
Consider your competitors' advertising. Analyze who it is aimed at, what style of speech it uses, what illustrations are used - all this will help you make an informed decision.
Correct title
You only have one chance to capture the consumer’s attention. Take advantage of it by placing a headline that catches the eye. It should be short and enticing. At the same time, it is necessary to convey information about the main benefit of your offer. Maybe you're hosting a holiday sale, offering a free treat, or selling gluten-free pizza? Report this in a bright headline.
Correct emotional triggers
Marketers often think that they are selling the quality of goods or services. But in reality, few people pay attention to properties. People make purchasing decisions based on emotional triggers.
If you need to generate more leads and sales, create ads that will evoke an emotional response from your audience. For example, it could be the joy of being able to give a gift to loved ones or the reluctance to miss out on an interesting discount. People make a purchase based on emotions, and only after that evaluate the quality of products or services.
Successful advertising layouts are pleasant and easy to read. The audience often skims the page and stops at advertising that looks attractive without being too colorful. Here are a few rules:
- use one or two fonts, no more;
- do not use a point size smaller than 8 and do not use a fancy typeface. The text should be easy to read;
- give the text more air, in other words, more empty space;
- high-quality images. Be sure to ask the editor about the requirements for layouts in general and images in particular. If you skimped on the designer and used low-resolution images from the Internet, they may look very blurry when printed. Advertising will not only not be effective, but will also cause irreparable damage.
Correct text
Before publishing, be sure to check the layout for errors, yourself or by hiring a professional proofreader. Check if all the necessary data is present - addresses, telephone numbers, logo, in fact, the offer itself.
Call to action
An important part of good advertising is to motivate people to do something. And sometimes they need encouragement. Imagine your children eating vegetables: if you just put them in front of their eyes, will they eat them? Most likely no. You need to suggest, and sometimes add, what will happen if they don't listen to you.
Think of the audience as your children. Put the offer right in front of your eyes, but give a call to action, clearly explain what needs to be done next. The appeal should include some kind of reward, discount or additional value that the customer will receive upon purchase.
So, newspaper advertising is a great way to convey information to a specific audience. It is only important to work with texts and design, evaluate the audience and advertising of competitors, and analyze the effectiveness of previous campaigns.
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