To survive, most businesses must advertise. One of the oldest and most powerful methods of advertising is newspaper, which has a dedicated following of readers. However, to gain their attention you must employ make your ad pleasing to the eye.
Your ad should be spectacular enough to immediately grab your readers' attention. Choose the largest size ad that matches your budget, but ensure that your ad is not just a big beautiful picture. The content and picture should be complementary, with both vividly conveying your message. Newspaper readers are a diverse group, so to attract your target audience keep your picture and message balanced toward your market. If your ad is about an electronic item purchased mainly by a younger crowd, use a picture and content that symbolize this sector.
Make your ad unique. If it resembles one of your competitor's, the reader will bypass it. To him, it is just another ad. Determine the type of responses you need from the ad and how you will achieve it. Conservative advertising (used by hospitals and banks) is very expensive and understated in its design. It will not get you much attention. If attention is what your business needs, choose a design that speaks volume about your products or services. Dare to be different, but inoffensive.
Once you know your target audience, you will be more confident in choosing the right colors for your newspaper ad. Choosing the right color is important because colors affect the eyes and the heart. Colors can make your ad intriguing, but if used in the wrong way they will create dispassion. Understanding the general associations of color will help you to make the right choice:
Yellow-warmth; blue-trust and security; black-elegance and strength; purple-dignity and refinement; pink-feminity; green-freshness and nature; and white-purity.
The key to getting an immediate response from the reader is to create a direct response ad. This type of advertising should be written in a manner that triggers your reader to pick up the phone or drive to your establishment right away. Example: Need a car? Try our 2004 Toyota Camry, starting today at $129/month.
Direct response does not guarantee a response, but choosing the right words helps to fuel the reader into immediate action.
Be prepared to run your ad consistently if you want positive results. Running an ad for only two or three days might get you a phone call or two. However, a steady flow of responses takes time, patience, and money to keep running your ad. Carefully choose when you want your ad to run. Keep in mind that most people read the newspaper on weekends, especially Sundays. In running an eye-catching and informative ad frequently, readers will develop a sense of familiarity toward your company. If they ever need the type of services you offer, they will contact you because they are now familiar and more trusting of you.