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Rule 5 Of 7 Rules To A Successful Print Advertising Campaign
(Article first published in Nov '07. It has been modified slightly to suit its publication on our site)
Print Advertising Text - The Four Steps To Heaven!
While the ad design gets a reader's initial interest, the element that keeps their attention and makes them take action is the text. To create compelling ad text all you need to do is remember the following acronym - A.I.D.A :
A is for ATTRACTION
What I mean by attraction is that your initial text should be so compelling as to make people want to read it. Your headline should highlight an unbelievable offer you are providing for a limited time or a big problem that your product or service resolves, or it could be linked to a seasonal product that everyone wants. Whatever it is, make it big and make it bold.
Using a "Sub-Head" is a good way to get a reader a little more "on the hook" before you get into the meat of the ad text. For instance your headline could read "Your Back-Pain Relieved Or YOUR MONEY BACK!" and your sub-head would then read "Why Suffer One More Day Of Back Pain When With A Few Treatments In Our Clinic You Could Be Pain Free!".
I is for INTEREST
Once you have their attention you need to keep it, so make sure your main body text is interesting. Don't go on and on about how great your company is or all the technical features of the product, instead talk about the benefits of the product and how it will make the buyer's life better.
If you have a special offer or you are giving a satisfaction guarantee then allude to it, but don't give all the details yet - that goes at the end.
D is for DESIRE
So you got their interest? Now you need to create the desire for the product. I also call "D" the DECISION stage because it's at this point that they decide whether to stop reading the ad or to call you. So think about how the product or service will make their lives better, play on their hopes and fears and tie the guarantee or offer into this also.
A is for ACTION
This is where the majority of advertisers let themselves down - They don't go for the kill! In marketing terms your sign-off is called the "Call-To-Action" and it means that you have to make the reader want to take immediate action or they might lose out. So tell them that the offer is time or availability limited - for instance "Act Now Because This Offer Is Only Available While Limited Stocks Last!"
And Finally...
Don't make your copy text too long. Be concise and remember that your ad doesn't need to tell them every small detail of your product or service; it only needs to tell them enough to call you.
Next edition we discuss the need for having a variety of ads.
Franco De Bonis has worked in the field of sales and marketing promotion since 1990 and was most recently the global marketing manager for a major international technology company before setting up DG Group in January 2007.
DG Group is dedicated to delivering all the marketing solutions any company may require. Whether it's a website or leaflets and brochures, or even some product packaging; DG Group will manage the whole project and even provide guidance along the way.
The content in this section is the original creation of DG Group and is protected by copyright. You may use this content on your site or in other materials providing you acknowledge DG Group as the author and include a link our site.
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