Print advertising is still very much alive and kicking. No other medium, in fact, offers the credibility, branding potential, targeted marketing, or engagement that newspaper and magazine ads do.
Maybe you’re someone who’s jumped on the print bandwagon and have created and launched a few campaigns with little to no return on your investment. If so, here are some of the most common reasons why your print ads aren’t delivering results.
Your Ads Are Like Novels
Many advertisers list every single feature and benefit because they are proud of their product or service. Also, because they are paying good money for the ad space, they feel compelled to squeeze in every single word they can to get the most bang for their buck.
The problem is, when you try and cram as much information as you can into a small print ad, people get overwhelmed and inevitably ignore it. Keep images and text to an absolute minimum and list only your top benefits.
You Aren’t Consistent
You can’t get on a treadmill once for 45 minutes and expect that you will be trim and healthy for the rest of your life; it takes a commitment to see real results. The same can be said for print ads – it takes time and commitment to deliver ROI. Effective print campaigns require a bit of a budget and a commitment. If you don’t have any real budget right now, it’s better to wait until you do so you can make a financial commitment and get better results.
You’re Copying the Competition
Most of us know the concept of stealing from those who have what we want. Not literally, of course. But, say, if you want to have huge biceps, then you should ask the guy with huge biceps at the gym what he eats and how he stays fit, and then copy his regimen. Makes sense, right?
The reason why this concept doesn’t really work in advertising is because your competitors may have a different target demographic, different objective, and a different budget than you, so copying exactly what they’re doing may bring you dismal (and costly) results.
It’s better to independently figure out what your own marketing goals are. Ask yourself what it is you want your ads to accomplish: attract new customers, offer a special or promote a new product? Knowing what your own goals are, who you’re targeting and what you can afford will be much more effective for you.
You’re Spending Too Little
Some advertisers who have a nice size budget make the mistake of spending as little as they can on ads with the intention of making that ad budget last for months and months. We always advise our clients to be frugal, sure, but don’t be ridiculous. The reality is you’ll need to spend as much as it takes to “get the job done” and reach your campaign’s objective.
The reality is consumers are bombarded with ads 24/7. If you want yours to stand out, then it will have to be large enough so it grabs attention. It must also be placed in the right publication (and section) to hit your demographic.
Your Ads Emphasize Features, Not Benefits
Unless your ad answers your prospect’s question, “What’s in this for me?” it will most likely be completely ineffective. Many advertisers forget to sell their products on a print ad and instead only describe their offer. That’s bad. Most consumers don’t give a hoot about the history of your product, how you got it from a mere concept to market and that it is made with titanium blah blah. They really only care about whether or not it will somehow positively impact their life (i.e., make them happier, smarter, healthier, etc.).
And They Don’t Include a Call-To-Action
If you don’t tell your prospects exactly what you want them to do, you can’t really be disappointed when they don’t take the action you want them to take. We never cease to be amazed at how many ads don’t ask the reader to do anything. Here’s what you’ve got to do: Treat your prospects like your kids. You don’t 
hope your kids will clean their room; you look them in the eye and tell them to clean their room, and you also tell them what’s in it for them (five bucks, ice cream, not being grounded).
You’ve gone through the trouble (and paid for the words) to woo your prospects and present the benefits of your offer. Now give them some direction: “Call to schedule an appointment” or “Bring in this coupon for a free oil change.”
You’re Not Measuring Results
We’ve said it before, but we’ll say it again: If you don’t measure results, how will you know if your ad worked? Make sure to track results and test along the way. Maybe your ad itself is fine, but the publication or placement was not optimal. Maybe placement was fine, but the price of your actual offer was too high for your target audience. Maybe you’ve listed the wrong benefit – is there one that wouldreally draw more attention?
Track. Test. Track. Test.
Print advertising is some of the most effective advertising available. If your print ads aren’t delivering results, check and see if they (or you) are making some of these common mistakes.
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- 4 Steps to Creating Effective Newspaper Ads
- Why Print Ads Beat TV Ads Every Time
- 5 Tricks for Effective Newspaper Ads
Image credit: Emily Carlin
