Justification for print ads
There are substantial advantages to getting clients through print advertising. The most obvious is that whoever contacts you from print ads has automatically been rated as an attractive prospect to purchase your product or service. From then on, all you need is a strong sales process to convert prospects into buyers. To maximize the desired result of the people who contact you from print ads, the best approach to your campaign is through the “3 Ms”: market, media, message.
Your target market is always the first consideration when it comes to choosing the right media. Who are your target customers? Where they live? What are the main age groups and are they likely to read print ads? What is your main socioeconomic composition? What problem or condition can you solve for them? What are the top 6 objections you have and how can you address them? What frustrations or disappointments have you or your competitors experienced? The list goes on, but you should take the time to walk a mile in their shoes before choosing the publication for your print ads.
Now that you have studied the market and chosen the media, what will your message be and what form will it take? The most important part of your rationale for print ads begins with deciding what style of advertising to use. Most small business owners still choose to do what we call the “brand style” of advertising … And that’s where we get excited, right? How cool will the ad look, how smart and creative will our eyeliner be? How are we going to make people remember it or, better yet, talk about it?
But wait! Isn’t that where we get totally confused? Where we lose the opportunity to generate the desired result: the phone rings, people walking through the door and buying. As you start spending time and money (a lot) on the coldness of your print ad, all the work you did in identifying your target market dissolves in a frantic attempt to satisfy the business owner’s ego and ego. of the graph. designated. Suddenly, your print ad has nothing to do with getting new customers, but is simply targeting a design award.
Well here’s my advice: If this sounds familiar, and if your ad creation process is at risk of being hijacked by the egos present, you will have to match the advertising budgets of companies like Toyota, McDonald’s, etc. . So this is where you would be well inspired to regain control and refocus on your target market. From then on, you have a much better chance of creating print ads that deliver a real return on investment.