Page 175 - Duct Tape Marketing

159Chapter 11: Creating Print Ads

ߜ Add a deadline. Consider a limited-time offer, a promotion that involves
only the first 100 respondents, or the statement while supplies last.

ߜ Explain what to do next. Don’t assume that prospects know your
address, which exit to take, what area code and number to dial, your
Web address, or other details about how to reach you. Explain what,
why, when, and how to respond.

As you review your copy, imagine that you’re face to face with your prospect
and the person is saying, “Well, let me think about it; right now I’m just shop-
ping.” Then add statements of value, action inducements, or other ideas to
overcome prospect hesitation.

If your ad includes prices, see “Presenting prices” in Chapter 3 for advice on
how to convey costs while inspiring readers.

Making design decisions

Advertisers, ad agencies, and the media have spent enormous amounts of
time and money to determine what does and doesn’t work in the design of
print advertisements. There is no pat formula — life in the marketing world
isn’t quite that easy — but when readers are asked which ads they remember
positively, the following design traits emerge.

A picture is worth a thousand words

Whenever you can, include an attention-getting visual element in your ads,
following these tips:

ߜ Use art. Ads with stopping power nearly always have a photograph,
an illustration (a drawing, cartoon, or other art), or both. Sometimes
the art presents the product. Sometimes it shows the product in use.
Sometimes it is relative to the product through borrowed interest.

For example, a restaurant ad might feature art of the entryway (the
product), a photo of diners at a set table (the product in use), or an illus-
tration of a sprig of rosemary or bundle of herbs (borrowed interest).

ߜ Let your visual show what your headline and copy are telling. You
don’t have to be literal. An ad for housekeeping services could feature a
mop, broom, and vacuum cleaner. The ad may be more effective, how-
ever, if it communicates the benefit of more free time by showing a
person in a bubble bath, feet propped up on the rim, open magazine in
hand, in an immaculately clean setting.