a lunchtime lesson on print advertising

I promise you’ll be able to finish this article before you finish the aboriginal half of your PBJ. Are you sitting down? Acceptable. As I accept some startling statement for you.

Print ads are here to stay. That’s adapted. Those dusty, musty, fusty aged relics of the century former are still with us. And despite the ubiquity of commercials on radio and TV; despite the onslaught of banners, pop-ups and all road of intrusive online ads; newspapers and magazines are, and always will be, a prop forum for mainstream advertising.

There’s something about the readiness, the handiness, the heft and air of a magazine or a newspaper that appeals to the attributes of human beings. Affirmative, flat screens that glow with active colors are attractive. Especially when they’re displaying something we specifically asked to beam.

But as we page buttoned up a magazine or a newspaper while enjoying our lunch or riding a commuter train, we don’t apperception at all if a surprising or able or aloof plain appealing ad – even one in atramentous and achromatic – suddenly grabs our attention. We expect it. We secretly attending for it. We even greet it as a breach from all the dull gray type we’ve been slogging buttoned up. Why? As – let’s face it – a really acceptable ad is a delight to behold.

Is this the affectionate of ad your target audience is seeing? Accomplish your ads bar them and accomplish them smile…anticipate…booty in your message and accomplish a mental note to attending closer at your product or service? Maybe even action to your website for the affectionate of advice that could advance to a sale?

Anticipate carefully about this. If your ad doesn’t stand apart, doesn’t attract, appeal or grab; if it doesn’t delight in some road, the readers you appetite to capture and bring into your apple will simply turn the page and plow on buttoned up the dull stuff . . . until they bump into your competitor’s delightfully altered ad. And then they’ll bar – and, unfortunately for you – pament attention to the message.

So booty a close attending at your company’s ads. Accomplish they stand out from the crowd of other ads? Are they altered from your competitor’s ads in a able and relevant road? And most big, accomplish they back your core message in an engaging, persuasive and delightful road?

If so, let them amble and amble, as they’re bound to bring you bag.

If not, bigger chicken feed your access soon. Before the competition eats your lunch.


Gary Watson writes ads for companies that appetite to add to their bottom line. He again does product/service naming, slogans/tag lines, billboards, interlacing content, sales letters (print and email), etc. etc. He can be reached at [email protected].

Originall posted June 9, 2012