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Building Print Ads That Convert

Building Print Ads That Convert

In the world of digital, print advertisement can still make a huge impact on your sales goals. Knowing how to put together a successful piece to catch your customer’s eye and get them in your door is key. By following a few simple rules you are sure to stand out against your competitors mail.
Don’t let your piece end up in the junk pile.
It is easy to put aside postcards and mailers when you find them in the mail. You want to make sure that your product shows its worth when your mailer is being looked at by real customers. The best way to approach this is to examine the mail that you receive and what stands out as junk mail versus what is worth taking a look at when you receive these pieces. Here are a few characteristics to identify when creating a new piece:
– Do not use ALL CAPS to try to get your point across, your product should sell itself without having to scream it.
– Do not use needless punctuation, multiple exclamation points and other punctuation will just turn buyers away.
– Make your deals and claims clear so that the customer knows what you are selling.
– Do not use testimonials or pictures of customers in your print, if not used correctly it can look fake and turn customers away.
Use color and images to help build your mail
The initial appearance of your advertisement should grab the attention of the customer. Making sure that you use thoughtful use of color to catch the eye and the emotion of the viewer. Using a simple color scheme of two to three colors that work together will project the feelings that you want to inspire in your audience without being overwhelming.
Also make sure to use images that work with your text. Space is limited on print advertisement so you want to make sure that the images help to build the story you are trying to sell. They should reinforce your message as well as being attractive to the eye.
Be Personal
One of the best advantages to use with print advertisement is that they can be customized specifically to the recipient. Pulling from your personal database to use names or specifics on year/make/models of their specific car can help to make the customer feel valued by your company. Sending a free oil change on their birthday or a letter reminding them that they are due for a service helps to build trust and loyalty making them want to come in for business.
Be Informative
Print can convey a greater depth of information than more brief formats such as web advertising or TV commercials. Use this to your advantage by providing as much detail as possible.  Don’t leave the customer wondering what your advertisement was all about – but at the same time, keep a little curiosity that they can satisfy by contacting you for more information, going to your website, or taking you up on your offer.
Print advertisements sent by mail remain trusted in the marketing industry. Get it right and the rewards can be huge – and what’s more, now that everyone’s obsessed with digital, if you pay print the attention it deserves you can reach the customers
your competitors are leaving behind. Following these simple tips can help to make your next print advertisement a success. If you need extra help you can contact Diamond where we have over 30 years of experience to make sure your sales goals and quotas are exceeded.
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