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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