Did you ever wonder – what makes for an effective print ad? Stick around and I’ll give you the 3 secrets for a compelling ad that grabs attention and drives results.
Whether it’s a print advertisement, a postcard, or a poster, every ad should answer these three questions, “What, Why, and How”
”First up, your ad needs to clearly communicate WHAT your product or service is. That sounds like a given, but you’d be surprised how often it is overlooked. It is the foundation of your advertisement. Without this, your audience won’t know what you’re offering, and they can’t be interested in what they don’t understand. Make it clear and simple – because if you confuse you lose.
Next, you need to explain WHY your target customer would benefit from your product or service. This is where you highlight the value and benefits of what you’re offering. “How will it make the customer’s life better?” “What frustration will it alleviate?” “How will it save them time or money?” If you don’t give them a reason to do business with you, they won’t.
Lastly, your ad must explain HOW to do business with you. This is often referred to as a “Call-to-action” (CTA) and it can be as simple as “Call Today” or be a list of steps that provide a road map for working with you. Without it the customer might be left wondering what to do next.
Now that you know the 3 questions your ad needs to answer, let’s build an ad step-by-step.
Let’s say you are designing an ad for a roofing company.
Step 1: We need to identify the “What”. This is often the simplest to put into words. They do roof repairs and replacements.
Step 2: Next we need the “Why”. Why should people care? The why could be “to provide peace of mind” “protecting what you value most” “prevent costly repairs”.
Step 3: Finally, we need the “How”. How do they move forward and take the next step. For our roofing company ad, “Call today for a free estimate” would be the clearest call to action.
If you skip either the what, why, or how, your ad will not be nearly as effective.
ShadBoost is a local agency that creates designs, photos, and videos to boost your business. We’re talking ads, catalogs, brand videos, commercials, product photography, architectural photography, web design, and we also do print and promotional item sourcing. If you feel like your marketing visuals our outdated or confusing customers, give us a call and we’d love to showcase your work and help your business grow.