Remember print ads? Those dusty, musty, fusty old relics of the century past? Well, theyre still with us, and if your company isnt running them in newspapers and magazines, they probably should. Despite the ubiquity of commercials on radio and TV; despite the onslaught of banners, pop-ups and all manner of intrusive online ads; newspapers and magazines are, and always will be, a mainstay forum for mainstream advertising.
Theres something about the readiness, the handiness, the heft and feel of a magazine or a newspaper that appeals to something in the nature of human beings. Yes, flat screens that glow with vivid colors are attractive. Especially when theyre displaying something we specifically asked to see.
But as we page through a magazine or a newspaper over coffee or in a commuter train, we dont mind at all if a surprising or intelligent or just plain appealing ad even one in black and white suddenly grabs our attention. We expect it. We secretly look for it. We even welcome it as a break from all the dull gray type weve been slogging through. Why? Because lets face it a really good ad is a delight to behold.
Is this the kind of ad your target audience is seeing? Do your ads stop them and make them smile think take in your message and make a mental note to look closer at your product or service? Maybe even go to your website for the kind of information that could lead to a sale?
Think carefully about this. If your ad doesnt stand apart, doesnt attract, appeal or delight in some way, the readers you want to capture and bring into your world will simply turn the page and plow on through the dull stuff . . . until they bump into an ad that compels them to stop and pay attention to what may well be your competitors message.
So take a close look at your companys ads. Do they stand out from the crowd of other ads? Are they different from your competitors ads in a powerful and relevant way? And most important, do they convey your core message in an engaging, persuasive and winning way?
If so, let them run and run, because those are the kind of ads that can add to your bottom line.