Have you ever seen someone make a pitch without clearly selling their product?
In business, sometimes we get so close to our product that it’s easy to assume every reader “gets it.” Marketers spend big bucks to grab attention but fail to craft a message that truly connects. Take this example:
Advanced Micro Devices (AMD) is a technology company offering innovative computing and graphic solutions for work, home, and play. AMD has begun partnering with a famous auto company to significantly reduce design time on new electric vehicles.
AMD recently ran a 2-page BusinessWeek ad with this headline: “AMD Makes It Possible.” The problem? People have no idea what AMD is. So what would cause people to keep reading?
In this ad’s copy section, AMD mentioned that they were able to cut design time on electric cars by over eight months. By burying this information under an obscure headline, AMD confused the reader and probably lost many sales. A better, more specific headline might have said this: “How AMD Cut Design Time From 12 Months to 10 Weeks.”
Quick Fixes to Make Your Message Count
When you use print advertising, you have approximately three seconds before your prospect moves on.
You need to make your message count! Here are four things to avoid in your next ad or direct mail campaign:
1. Too Much Copy
Too much copy is boring to read.
Often direct mail buries the lead under volumes of copy, hoping to save the best for last. This assumes people are interested in your content and that they’ll read to the very end. Even if you’re lucky, only a handful will.
Instead, try this:
- Use loads of white space.
- Keep things short.
- Use sizzling adjectives and action-packed verbs.
- Put your main benefits in your headlines and other prominent places.
- Do all you can to make your offer leap out when people scan the page.
2. Focusing on Benefits vs. Value
The service you sell has its benefits, but sharing those features isn’t enough.
Customers want to know more than “what’s in it?” they want to know, “what’s in it for ME?” If your coffee pot has a delay start option, don’t just share this perk, describe the value it brings. Which statement do you find more compelling?
Equipped with a Delay Start Feature
— OR —
Prefer Breakfast in Bed?
Delay Start Brings Piping Hot Coffee as Your Feet Hit the Floor!
3. No Clear Call to Action
One of the primary reasons print ads fail is a lack of clarity.
Does your piece contain a clear, single call to action? Is this call large, memorable, and easy to follow through with?
In today’s market, it’s not enough to give people a reason to buy your product. You must also show them why they need to act now. Don’t leave an offer open-ended – put a deadline on it (like, “Shop today! Sale ends on Monday!”) Or use a personalized URL, QR code, or concrete numbers to grab attention. Try something like: “Book today! 15% off your next visit,” or “order by Sunday for 1-day shipping!”
4. Vague Visuals
When designing an ad, ask yourself, “who is my target market?”
If it is 17-28 year-olds, be sure your images reflect this demographic. When possible, use photos of your target customers putting your product or service to use. When prospects wonder WHO your ad is for, your images should show “WHO” with a “when, how, or why.”
Tired of Falling Flat in print?
We all make mistakes from time to time, but using these tips will ensure you don’t keep repeating those errors.
Be clear, be brief, and offer value and your print ads will undoubtedly hit the mark.