Persuasion on paper

Are you making the most of your print advertising budget?
For years, marketing visionaries have predicted the demise of traditional print media. As the world rushed towards a bright, digital future, print advertising seemed like a curiously old-fashioned way to reach customers. But print is not dead. Far from it. Reactions against digital overload and the one-click disposability of on-screen content show that paper still has the power to persuade your prospects.

Creating the content for a print advertising campaign is a specialist skill. The design and copywriting teams at RSK Communication Services have years of advertising experience. We asked them to talk us through what clients need to know about creating an effective print advertising campaign.

1

Understand what print advertising can (and cannot) achieve

B2B print adverts rarely make direct sales, but they can inform potential customers about products or services; help to raise the profile of a company or product brand; and build credibility. People who make buying decisions want to avoid expensive mistakes and often prefer what they perceive as familiar or established brands.

2

Identify your audience and know what they read

Irrelevance is the worst possible characteristic for any advertisement. If you do not understand your audience or the publications where they go for information, your advertising campaign will fail.

3

Grab their attention

Great adverts cannot be ignored and a strong or unusual image can make a small placement budget go a long way. Of course, this is not to say that any bizarre picture will do: an elephant wearing a tutu is memorable, but is it the kind of image you want associated with your brand?

Clarity of design is crucial. Will your advertisement be led by the image or the headline? For people flicking through a publication, visual impact may be what prompts them to take a closer look.

Headlines should draw readers into the text. There are many approaches to writing strong headlines. The most popular headline options include those invoking

  • self-interest: presenting direct benefits to the reader
  • news: offering information relevant to the reader’s business
  • curiosity: headlines that intrigue or challenge the reader’s perceptions.

4

Lead the reader to your conclusion

Body copy is where you deliver the promises you made in the main visual or the headline. Here, you offer further explanation and show you understand the customer’s challenges and that you have something to help them. This is where you present the benefits the customer obtains by choosing your product or service. Avoid jargon, even in technical publications, and make sure you include a clear call to action at the end of the copy: Call or email today…

5

Understand the creative process

Creating a strong message, a striking visual and the perfect design takes brain power. The best campaigns are given dedicated, conscious attention but allowed time for subconscious simmering too. Some clients expect their agency to whip up a complete print advertising campaign in a couple of days!

Advertising copywriters will create and consider dozens of headline options for each specific print advertisement before deciding on the one that works best. Choosing the pictures that best convey the benefits can take even longer.

If you want specialist advice or help making the most of your print advertising campaign, call or email us today!