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Lisa Shepherd

Here are some tips on using print to deliver ROI:

1.	 Be bold. If you’re going to use print, go bold to stand out.
     Print ads are too easy to ignore otherwise.

2.	 Use simple layouts. The most effective ads are the
     simplest. Headlines are short yet powerful, and the image
     tells a quick story. A layout that is too busy or complicated
     will be ignored.

3.	 Keep the copy simple. Complicated copy lowers
     readership. Replace large blocks of print with short
     paragraphs and bullet points. Don’t place text over
     images or use light text on a dark background. Use a serif
     font, such as Times New Roman or Georgia, to increase
     readability as long as it’s consistent with your brand.

4.	 Focus on “you”, not “we”. “We” statements make for
     poor ad copy. Writing “you” statements keeps ad and
     copy focused on the target markets’ needs.

5.	 Have a good flow. We read from top to bottom and left to
     right—an ad that ignores this basic “flow” looks confusing
     and is difficult to understand.

6.	 Include a call to action. Give people something to do:
     “download our free report”, “call today to arrange a sales
     consultation”, “request a free sample”, etc.

METRICS
        	 # of leads—track this by including a designated phone
          number or URL in the ad, so you’ll know where the
          traffic originated
        	 Ad mentions—customers will often say they saw your
          ad in XYZ publication

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                                                                      © 2012 Lisa Shepherd
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