What Makes a Good Print Ad?
There are lots of people out there who claim to be experts in creating print ads. But over the years some of the best I've seen are the one's you will probably never hear about. They didn't work for large ad agencies or fancy themselves as professional writers. Most were entrepreneurs who happened upon a product or idea, and since funds were scarce, were forced to create their own ads. Most of the time these ads weren't fancy - lots of text, minimal graphics, etc., But they were effective. Why?One misconception in today's broadcast driven marketplace is that in order for an ad to be successful it must be fancy, funny and far reaching. But getting there usually requires substantial cash outlays or the setting a side of one's ultimate purpose, to sell more products / services.
Return on investment (ROI) is a business term that, until recently, was rarely applied to MOST advertising programs. But back in the shadows, out of the spotlight were those people who long before the term became vogue, knew that their business's survival depended on ads providing a positive ROI. Consequently, they learned to write and design efficiently with an uncompromising focus on results. Each picture, each sentence had a purpose or were deemed unnecessary. Ads were tested and retested with slight differences all toward the goal of increasing or sustaining positive results.
So what makes a good print ad? The first step is focus. Make your overriding goal to get results. -PA-
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