Creating Space Ads that Get Results
Companies both large and small have found success building a customer acquisition program with space advertising (ads placed in magazines, newspapers, etc). Many have been unsuccessful because they don't understand how to take advantage of this powerful medium. The following are guidelines to help you achieve the results that will more than pay for the cost of creating and placing your display ads.
Understand the Goal
What is it that you want your audience to do? Call for more information, visit your facility or maybe purchase a product? In order to build a creative presentation that resonates, it's imperative that you first understand specifically what you want prospects to "do." Sometimes all you want them to "do" is remember your organization the next time they have a need for your product or service. In this case you are creating an "image" ad. Image advertising can be very powerful, but for the sake of this article let's assume that you want a more immediate and measurable response to your space ad. This type of ad is called "direct response" advertising. When determining your goal, make sure that what you're asking the reader to do is simple and clear. Never confuse your prospect with multiple messages. Once you know the goal then everything in your ad must support that goal and answer any immediate questions.
Create a Compelling Offer
An offer is what you are willing to give prospects in return for their response. Offers come packaged in many ways, but more than anything they must be compelling. Generally there are two types of space ads. The first is a one-step ad in which you are trying to sell a product or service either at a loss, break-even or a small profit in order to build a customer base. The second is a two-step offer in which prospects receive more information. Two-step ads are usually more successful when trying to sell a service or larger ticket items. What will be compelling to your prospects? Sometimes it's a special deal like free shipping or a special introductory offer. If you are selling a service perhaps it's a free gift or a free audit of their current situation. When creating your offer, try to make it as unique, exclusive and relevant as possible. It's also a good idea to tie the offer in with a deadline or a limited time. Once a bank, trying to increase their small business loans, created a successful "free lunch" offer to qualified responders. The bank understood that they were in the business of relationship building and a free lunch was not only a strong offer but a creative way to build relationships.
Three Important Components
Assuming you have already chosen the right publication that mirrors your target audience and procured a large enough ad allowing you to effectively communicate your offer, the following are three important components to space ads that gets results:
- The Headline: With years of testing, savvy direct marketers have discovered the power of an attention-getting headline. Simply put, boring headlines do not work. Never try and say everything in a headline but instead create a short, bold statement that hints at your offer and intrigues the reader. For years Omaha Steak has been successful with their headline "Try a Little Tenderness." It's short and builds intrigue . . . especially when positioned alongside an image of their steaks. Another technique that draws the reader in is to ask a question in your headline. Being the hook that will attract your prospect, make sure the headline is large and easy to read.
- Clearly Present Your Offer: Nothing kills response quicker than a confusing offer. Quickly and succinctly outline what it is they are going to "get", using benefit terms. Because people want a quick read, use short statements, paragraphs or bullet points and visuals that will quickly outline your proposition. Make sure there is a clear decision path answering any questions, or reservations they might have.
- A Strong Call to Action: And last, but equally as important, is a strong and visual request to close the deal. Never hide the "ask." When selling a product many direct marketers find that a coupon-looking call to action will lift response. The responder may not use the coupon but it's a visual cue asking them to do something. Part of the call to action is your contact information and this should be boldly presented acting as a flag. Always be sure to tell your reader what to do with statements like "Call now . . . " or "Don't wait . . ." If space ads have not worked for you, it might be because they were not executed properly. Successful space ad campaigns are typically not created the first time out of the box. Companies must be vigilant in testing offers and headlines while creating a process to track and measure results. Lastly, many companies fall short in the most critical stage of a space ad campaign—following up on the promise. A timely and accurate delivery on your space ad's promise will increase your results exponentially.
Lois Boyle is President, J. Schmid & Assoc. Inc. She can be reached at 913.236.8988 or by email at: loisb@jschmid.com.