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* Recent Posts
+ What makes an effective newspaper or magazine ad? Newsletter
July 09
+ Rules for creating effective ad layouts
+ Use the Newspaper Ad's "Image" to Attract The Right Prospects
+ What is an ad? Newsletter June 2009
+ Want to improve your ads? Expand your comfort zone.
+ Want more effective ads? Then fix your niche
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By N2H

What makes an effective newspaper or magazine ad? Newsletter July 09

September 25, 2011 by David Fowler · Leave a Comment

This month I've invited Bill Fryer, one of the top print ad copywriters
in the world to address the issue of "What makes an effective newspaper
or magazine ad?"

Not only did Bill write an excellent article, he also shows you 2
effective sample ads...

Nine ways to make your newspaper/magazine advertising make you more money

By Bill Fryer
World-renown creative director and advertising guru

As children we are not taught to look for and read advertising.

So when we pick up a newspaper we are conditioned to mentally screen
out the advertising and look for the information we actually bought the
newspaper or magazine for.

Here are some tips to help you overcome the conditioning to screen out
ads and dramatically increase the response from your advertising.

1. Spend time on the headline - it is about the most important part of
the ad. It needs to convey a benefit, most especially it needs to
promise something to the reader that they want. I have seen better
headlines increase response by 2 to 6 times.

Do not spend time thinking up witty puns unless you are determined to
be poor. If you have difficulty writing headlines, think about those
that start with Who, What, How and Why, e.g. "How you can make $1000 a
week working 2 hours a day" or "Why I am able to get the lowest prices
anywhere for new XYZs".

Think about the product/service you offer and why customers need to
come to you and not the other guy.

2. If you are going to use a picture make it intriguing. And make it
convey the same benefit you are talking about. For example, were you
advertising car polish you might want to show the different results
achieved by your polish and your three biggest competitors.

Not so long ago we tested two different pictures for a mail order
client. One showed an attractive woman, the other a strange looking
man in a white coat (in fact he was the media buyer). The strange
looking man pulled in more response because it was not the kind of
picture you would expect to see on an ad - the attractive woman was.

Avoid stock photography of wonderful smiling people - people don't
believe it.

3. Give them an irresistible offer. Ideally one with a time deadline.
If your reader does not respond today there is a good chance they will
never respond. Test different offers; offers have a huge impact on
response rates.

4. Have a clear call to action. Actually ask for the order. For
example, "only 100 products are available at this price so please call
us on 1 800-123-4567 to place your order today."

And finally, remember that off the page advertising is more about
recruitment than actually making a profit. Very few people make money
out of advertising in the short-term. I once worked with a London
tailor who spent Ł5000 ($10,000) and sold four suits (to four people)
with a total value of Ł6000 ($12,000), hardly worth it. Five years
later and those four people had purchased Ł32,000 ($64,000) worth of
suits from him.

NOW...

One of the most important things to do when you advertise is select the
right media.

In fact you will almost certainly make more money by focusing your
efforts on correct media selection than you will with the creative
work. So here are some more tips.

5. Select the right publications. Look at the people you want to sell
to and find out what they are likely to read. Then work out a cost per
thousand circulation for each publication you are interested in.
Ignore the publication's readership figures and only ask about
circulation.

Buy the publications and read through them. Are there a lot of mail
order ads? If the publication has a lot of mail order ads it tends to
indicate that it is a good, responsive publication. Otherwise those
advertisers would not be in it. Then you need to negotiate a price.

6. How to get a good price. Do not book a series of ads - ad sales
reps always say you need to buy a series of three ads to build
response. This is complete garbage. Tell them you are a small
business that does not do a lot of advertising and you want to test one
ad to see how it goes. Tell them your budget is tiny and you really
need help with this one. Get them to waste a lot of time selling to
you - it makes them keener to get the sale. Tell them you might be
interested if they have any last minute space - but make sure you have
the ad ready to go in.

7. Think about the position you want. Generally speaking the positions
nearer the extremities of the publication are the best - e.g. cover
positions, etc. (Remember that people read newspapers and magazines
both from front to back and back to front but never starting in the
middle.) NB. you can end up paying a premium for these special
positions. So you need to test whether it is actually worth the extra
money. Generally right hand page is better than left, but not hugely.
And a half page generally gets 80% of the response of a full page.
Colour is sometimes more responsive than black and white but not always
and it is worth testing the difference.

8. Think about how this is going to build your business. Often small
specialist publications get a very high return on investment but the
actual volume of orders created is not enough to create a big volume of
sales. Market share is an issue.

For example, a seed manufacturer (see ads below) had us test a small
grow-your-own vegetables magazine against a large national daily. The
small magazine created 50 orders with a huge return on investment, the
national pulled 2,500 orders and just about broke even. Going forward
both justified further expenditure but the large national is the one
that will build the business long-term, especially as they have a huge
back-catalo.

Generally speaking the most successful businesses tend to get
everything right. The same goes for success in advertising. If you
have the right creative selling the right product in the right
publication at the right time you should make money. Get any one of
these wrong and you probably won't make money.

effective-ads-

9. Ask a professional for help. I work with David Fowler both in the UK
and USA territories. Generally speaking, if you use the right agency,
it won't cost you a lot more but you should get much more effective
advertising and you run the risk of losing less money.

Go visit billfryer

Check Out My Related Posts:

* Rules for creating effective ad layouts
* What is an ad? Newsletter June 2009
* Use the Newspaper Ad's "Image" to Attract The Right Prospects
* Want more effective ads? Then fix your niche
* Want to improve your ads? Expand your comfort zone.

Print- Print Leave a Comment
Tags: Category: Newsletters

Rules for creating effective ad layouts

May 28, 2011 by David Fowler · Leave a Comment

First things first: I have a gift for you...Click Here for a free copy
of my new book.

Now here are some very important rules and strategies for creating
layouts that work.

1. Make the focal point of the ad a dominate picture(s) or headline
* Put the largest (dominant) picture at the top or top left of ad.
* Place headline subordinate to visuals, but "marry" them so they
read "as one"
* If no pictures, place headline at top.

2. Make sure pictures "flag down" and interest target readers.
* Choose pictures with a "story" that supports the headline.
* Crop-out unnecessary background distractions.
* Use simple, straightforward visuals that communicate at a glance.
* Pictures of people should have subject looking at the reader.
* Use high contrast pictures--they reproduce better.

3. Use type to communicate the offer and reflect the ad's "tone"
* Headlines can be set in serif or sans serif--but set them bold or
extra bold.
* Use serif faces like Times Roman or Garamond for body
copy--research shows it's easier to read.
* Headline type should be no less than 4 times larger than body
copy--bigger is better.
* The smaller the ad the more important headline size!
* Set the headline in upper and lower case...not in all CAPS...caps
are read 1 character at a time!
* Set headlines in black or bold color to maximize attention--red and
blue are good.
* Set body copy in black or dark colors. The softer the color the
less contrast and the harder the words are to read.
* Avoid setting headlines or body copy over graphic patterns; it
confuses the reader's eye.
* If you set type on a color, make sure the color is light so the
type pops and is easy to read... always err on the side of high
contrast.
* Many of your prospects are older, so as a rule, body copy should
never be smaller than 11pt.
* Break headlines and subheads in coherent phrases:

I want to kiss her
BUT she won't let me
- NOT -
I want to kiss her BUT
she won't let me
* If you use type in columns, don't let lines exceed 4"--they fatigue
the eye.
* Keep lines of text short and manageable.. Excessive line length
kills readership
* If you must use "reverse type" use it sparingly......it's hard to
read and lowers message retention.

4. Place big items over small
* Overall, the ad should have bigger pictures and type at the top.
* Place big pictures over small pictures.
* Place big type over small type.

5: Put the logo or name at the bottom right
* The logo or name of the business is a "signature"...it belongs at
the bottom center or right of center.

How the eye reads a vertical ad...
Call or drop me a line if you'd like me to:
* Speak to your group or convention.
* Conduct ad training programs for your sales reps and advertisers.
* Send you information about using my "How to create effective print
ad" videos on your publication's website.

David Fowler: 760-822-2133 or email: gofinddavid@gmail

Link to Coupon

Check Out My Related Posts:

* What makes an effective newspaper or magazine ad? Newsletter July
09
* Want to improve your ads? Expand your comfort zone.
* Use the Newspaper Ad's "Image" to Attract The Right Prospects
* What is an ad? Newsletter June 2009
* Want more effective ads? Then fix your niche

Print- Print Leave a Comment
Tags: Category: Increase Sales

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