Newspaper advertising can be an effective way to attract customers.
Samuel Johnson, who compiled the first English dictionary, once complained that "advertisements are so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic." The advertisements which Johnson criticized were ineffective and repelled more readers than they attracted. Effective newspaper ads make use of graphic design, text and placement to sell goods and services.
Less Is More
When it comes to text in a newspaper ad, the less the better. Text does not draw the eye the way pictures do. If you do not have a lot of space to work with, use bullet points or incomplete sentences to convey your message. In order to get the most out of your ad, figure out what you want to say, and communicate it in the most succinct and concise manner possible. You do not want readers to skip over your ad because it does not look interesting.
Keep It Simple
Suzanne Raitt, managing director of advertising effectiveness at the "Toronto Star," recommends simplicity when it comes to ads. She cites an ad Ikea placed in the paper for Ontario's Family Day. The ad in question displayed eight brightly colored items, which grabbed the eye. Raitt points out that Ikea did not cram lots of text into the space. The company used a few images and accompanying text to get its point across.
A Good Headline
Placing a bold, provocative headline at the top of your ad will certainly draw in readers. For example, a church might choose to use the headline, "Got Jesus?" This short question, especially if it appears in all uppercase letters, gets the reader to look at the ad. Think of a headline like a hook, which pulls in potential customers. If the hook lacks bait, no one will be enticed to look at your ad, let alone consider using your services.
Pictures
Effective ads feature pictures or illustrations which attract the reader. You must remember that too many pictures will distract. By the same token, an illustration with too many figures in it also diverts attention away from your message. In addition, the image needs to somehow tie in to the product or service being advertised. For example, a shoe store would be foolish to use a picture of a refrigerator, because it has no connection to the company's product.
Placement
The maxim "location, location, location" holds true in newspaper advertising as well. Restaurants would do well to put their ads in the food section, which newspapers publish on a weekly basis. On days when the food section does not run, putting an ad on the front page will always grab potential customers' attention. Conversely, burying an advertisement in the back of the paper will guarantee no one will see it.
Tags: food section, location location, potential customers, your message