A mealtime lesson on print advertising

I promise you’ll be able to finish this article before you finish the 1st half of your PBJ. Are you sitting down? Good. Because I have several astonishing news for you.

Print ads are here to stay. That’s right. Those dusty, musty, fusty old relics of the century past are still with us. And despite the omnipresence 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 wish be, a mainstay forum for thought advertising.

There’s thing just about the readiness, the handiness, the heft and feel of a magazine or a newspaper that appeals to the nature of human beings. Yes, flat screens that glow with vivid colors are attractive. Especially once they’re displaying thing we specifically asked to see.

But as we page through a magazine or a newspaper patch enjoying our lunch or riding a commuter train, we don’t mind at all if a astonishing or intelligent or just plain appealing ad – even as one in black and white – suddenly grabs our attention. We expect it. We on the q.t. look for it. We even as welcome it as a break from all the dull gray type we’ve been slogging through. Why? Because – let’s face it – a actually nice ad is a delight to behold.

Is this the kind of ad your target audience is seeing? Do your ads finish them and do them smile…think…take in your message and do a mental note to look closer at your product or service? Mayhap even as go to your website for the kind of information that could lead to a sale?

Think with kid gloves just about this. If your ad doesn’t stand apart, doesn’t attract, appeal or grab; if it doesn’t delight in several way, the readers you want to capture and bring into your earth wish just turn the page and plow on through the dull stuff . . . until they bump into your competitor’s delightfully several ad. And then they’ll finish – and, alas for you – pay attention to the message.

So take a close look at your company’s ads. Do they stand out from the crowd of different ads? Are they several from your competitor’s ads in a powerful and relevant way? And most important, do they convey your core message in an engaging, persuasive and pleasing manner?

If so, let them run and run, because they’re bound to bring you business.

If not, better change your approach soon. Before the competition chuck your lunch.

Metropolis Watson writes ads for companies that want to add to their bottom line. He as well makes product/service naming, slogans/tag lines, billboards, web content, sales letters (print and email), etc. etc. He can be reached at Gary@GWCopy.com.