By Gary Watson, GW CopyWriting Services
http://www.GWCopy.com
© 2005
Remember print ads? Those dusty, musty, fusty old relics of the
century past? Well, they're still with us, and if your company
isn't running them in newspapers and magazines, they probably
should. Despite the ubiquity of commercials on radio and TV; despite
the onslaught of banners, pop-ups and all manner of intrusive
online ads; newspapers and magazines are, and always will be,
a mainstay forum for mainstream advertising.
There's something about the readiness, the handiness,
the heft and feel of a magazine or a newspaper that appeals to
something in the nature of human beings. Yes, flat screens that
glow with vivid colors are attractive. Especially when they're
displaying something we specifically asked to see.
But as we page through a magazine or a newspaper
over coffee or in a commuter train, we don't mind at all if a
surprising or intelligent or just plain appealing ad - even one
in black and white - suddenly grabs our attention. We expect it.
We secretly look for it. We even welcome it as a break from all
the dull gray type we've been slogging through. Why? Because -
let's face it - a really good ad is a delight to behold.
Is this the kind of ad your target audience is
seeing? Do your ads stop them and make them smile.think.take in
your message and make a mental note to look closer at your product
or service? Maybe even go to your website for the kind of information
that could lead to a sale? Think carefully about this. If your
ad doesn't stand apart, doesn't attract, appeal or delight in
some way, the readers you want to capture and bring into your
world will simply turn the page and plow on through the dull stuff
. . . until they bump into an ad that compels them to stop and
pay attention to what may well be your competitor's message.
So take a close look at your company's ads. Do
they stand out from the crowd of other ads? Are they different
from your competitor's ads in a powerful and relevant way? And
most important, do they convey your core message in an engaging,
persuasive and winning way?
If so, let them run and run, because those are
the kind of ads that can add to your bottom line.
NBA
Benefit Provider - Mediabids.com
NBA
Resource Article - 10
Quick Ways To Improve Your Ad Copy
NBA
Resource Article - Make
Your Sales Materials Easy to Read
Reprint
of this article does not constitute an endorsement by the National
Business Association; the article is for informational purposes
for our members and viewers of our Web site.
