To define what constitutes good print advertising, we begin with what a good print ad is not:
In other words, ignore most of what you would learn as a student in any basic advertising class or as a trainee in one of the big Madison Avenue consumer ad agencies.
Okay. So thats what an ad shouldnt be. As for what an ad should be, here are some characteristics shared by successful direct response print ads:
An opposite style, ineffectively used by many professional agency copywriters, is to reduce everything to the simplest common denominator and assume the reader is completely ignorant. But this can insult the readers intelligence and destroy your credibility with him.
All ads should have an offer, because the offer generates immediate response and business from prospects who are ready to buy now or at least thinking about buying. Without an offer, these urgent prospects are not encouraged to reach out to you, and you lose many potential customers.
In addition, strong offers increase readership, because people like ads that offer them somethingespecially if it is free and has high perceived value.
Writers of image advertising may object, But doesnt making an offer cheapen the ad, destroy our image? After all, we want awareness, not response. But how does offering a free booklet weaken the rest of the ad? It doesnt, of course. The entire notion that you cannot simultaneously elicit a response and communicate a message is absurd and without foundation.
Graphic techniques such as kickers or eyebrows (copy lines above the headline), bold headlines, liberal use of subheads, bulleted or numbered copy points, coupons, sketches of telephone, toll-free numbers set in large type, pictures of response booklets and brochures, dashed borders, asterisks, and marginal notes make your ads more eye-catching and response-oriented, increasing readership.
Why? My theory is that when people see a non-direct response ad, they know its just a reminder-type ad and figure they dont have to read it. But when they see response-type graphic devices, these visuals say to the reader, Stop! This is a response ad! Read it so you can find out what we are offering. And mail the couponso you can get it NOW!
At about this point, someone from DDB will stand up and object: Wait a minute. You said these are the characteristics of a successful direct response ad. But isnt general advertising different?
Maybe. But one of the ways to make your general advertising more effective is to write and design it as a direct response ad. Applying all the stock-in-trade techniques of the direct marketer (coupons, toll-free numbers, free booklets, reason-why copy, benefit-headlines, informative subheads) virtually guarantees that your advertisement will be better readand get more responsethan the average image ad.
I agree with Howard Ruff when he says that everything a marketer does should be direct response. I think the general advertising people who claim that a coupon or free booklet offer ruins their lyrical copy or stark, dramatic layout are ineffectual artists more interested in appearance and portfolios than results.
ABOUT THE AUTHOR:
Bob Bly is a freelance copywriter with 20 years experience in business-to-business and direct marketing. He has written direct mail packages for Phillips Publishing, Agora Publishing, KCI Communications, McGraw-Hill, Medical Economics, Reed Reference Publishing, A.F. Lewis, and numerous other publishers.
Copywriter, Consultant and Seminar Leader
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