At Green Dot, we pride ourselves on creating effective print ads for our clients to use in their magazine advertising campaigns. Advertising in magazines, both trade and consumer, is almost always recommended as part of an advertising campaign.
Magazine ads are powerful branding tools that help position your product in the marketplace. That's why we research your competition, your customers and your industry before designing your print ads. With this research completed, we find that advertising in magazines is a lot more effective. Instead of stabbing around in the dark, our clients magazine ads hit their target and deliver a message that sticks in the consumers mind.
If you are not putting magazine advertising to use for your company, let our ad designers create the magazine ads that can take any business to the next level. Increasing sales with powerful print ads is often a function of picking the right magazines to target your customers.
Advertising in magazines successfully requires a smart media buyer familiar with your industry. If your print ads are in front of the wrong audience, sales will be hard to come by. Our media buying department knows all the magazines and periodicals you will ever need to be successful advertising in magazines.
Print advertising is the medium with the most established guidelines on what works and what does not. Ironically, if you look at the bulk of print advertising, it seems no one has heard of these same guidelines. Maybe it is because many ad agencies are more intent on being creative than on selling your product.
Research has shown that, on average, five times as many people read headlines than read body copy! What is the lesson here? If your headline does not sell your product, the reader will have no reason to read the rest of your ad. Headlines that promise value, helpful information or some kind of benefit work the best. Such information as more miles to the gallon, longer battery life, how to increase sales or got fewer cavities are good examples. If the headline of this piece, for instance, did not interest you or make you think there was something of value inside, would you be reading now? Next time you pick up a magazine and look at the magazine ads, rifle through it and count the number of ad headlines that promise a benefit of any kind.
Headlines that contain news are also a sure bet. On average, ads with news are recalled by 22 percent more people than ads without news. If you are lucky enough to have news to tell, do not hide it. State it loud and clear in your headline. News can make your ad more credible in the eyes of a reader and, therefore, increase your chance of changing brand preference. What you do not want to do is write tricky headlines with puns, double meanings or other obscurities. Contrary to popular belief, this is counterproductive. Readers travel fast, and your headline should broadcast what you have to say without confusing anyone.
True or false? Nobody reads body copy. I invite you to consider this: people who are interested in actually buying your product not only read your body copy, but are highly interested in it. If you are considering a car, airline or bank, do you not want to know, specifically, what distinguishes it from the competition?
Two factors influence how many people read your body copy: how well your headline and images do their job, and what you are advertising. More women, for example, will read the body copy of a cosmetics ad than a cigar ad. The average magazine body copy readership is five percent - a number that is actually quite high if you consider that five percent of 1,000,000 is 50,000.
The more specifics you provide in your body copy the better. Long copy usually sells more than short except for a few isolated types of products. After studying the results of advertising for retailers, Dr. Charles Edwards concluded that "the more facts you tell, the more you sell." It follows that long copy suggests you have something important to say.
It has been proven repeatedly by research that black, serif type on white paper is the easiest to read. This is because most magazines and newspapers are set this way, and our eye is a creature of habit. The little hooks and feet on the letters help your eye flow from one character to the next. Ironically, countless ads are set in reverse (white on black) - a technique that can be very difficult to read. Also, it is better to use upper and lowercase letters for readability.
After reading these guidelines, you may think they suggest the best ads look and read more like editorials. That would be the correct assumption. An ad with a picture on top,a headline that broadcasts news and long body copy looks very much like an article.
Furthermore, I suggest using captions under your pictures. Research has shown that more people read captions than read the body copy. Some people believe advertisements should look like advertisements. Why? So the reader knows it is just an ad and skips it? Remember this: six times more people read the average article than the average ad. As difficult as it may be to admit, my conclusion is that editors communicate more effectively than admen. The lesson for all us admen, if we want to attract more readers, is to make our ads look like articles.
Green Dot Advertising & Marketing
5400 NE 4th Court, Studio 3A
Miami, FL 33137